The lesson in the desire for Dzire

Though Maruti Suzuki is struggling to keep pace with demand for its cheapest sedan Swift DZire, there's a lesson in there for marketers. According to market sources, the booking orders for Swift DZire have been piling up, resulting in a waiting-period of over six months for the model.

Swift DZire represents 'value for money' for the consumer segment that wants to graduate from the 'Santro' type car mid-segment small car to the next level. Swift DZire drives value at two levels. Its a Sedan. Note that driving a sedan raises the status level for this set of consumers, wanting to graduate from a lower level 'small' car. Two, that Sedan status doesn't burn a hole in their pockets. At 4.49 lakhs, its quite the buy.

Swift Dzire drives value at a psychological and at a function-price level. That's an winning combination. A combination that's become an imperative in these recessionary times. No wonder there's a waiting period for a the Swift Dzire brand, when most other car brands are looking down the barrel.