Raksha Pack: Only one in every 20 customers opt for safety packs while buying Alto 800
Maruti Suzuki has taken a new strategy to promote awareness on safety. The Maruti Suzuki dealerships are showing with a new campaigning, “Gift your family a raksha pack.” The Raksha Bandhan is not known as the time for heavy demand of vehicles. But the Indo Japanese automaker is cleverly pitching the idea of having safer cars with the ‘Raksha Pack’ campaign.
A year ago the company started offering entry level cars with optional airbags and ABS at an additional cost of Rs. 6,000 to Rs. 20,000. But it seems, customers were not ready to opt for safety packs. Only one among 20 customers bought the safety packs. Therefore it was only 5% of the customers were concerned about safety while buying cars.
In recent times, in car safety have been making headlines more or often. A few months back Global NCAP tested several Indian cars, and all of them failed miserably. The Indian government is also making the safety norms in the country stricter. Therefore the automakers are also starting to compete with each other by providing safety solutions in their cars.
In the entry level segment Maruti Suzuki has always reigned in the Indian automobile market with their range of small hatchbacks. But in recent times, the Renault Kwid and Datsun Redi Go have started giving tough competitions to them. Therefore Maruti Suzuki is taking a ‘safer’ strategy by offering safety packs through such unique campaign.
The Indo Japanese automaker informs, only 37% of its customers choose safety features like dual front airbags, ABS, EBD to be installed in cars while purchasing the new cars. Also a large number of these 37% comes to buy the Maruti Suzuki Baleno and the Vitara Brezza. Both these vehicles are bit high end, and not entry level cars. These cars come with standard safety equipments. But when it comes to entry level model like Alto 800, only 5% customers opt for safety features.