Maruti Suzuki to sell Ignis online too with eye on millennial buyers

New Delhi: In August, consumer and commercial banking arm of US-based JPMorgan Chase and Co. teamed up with digital car-buying service TrueCar to launch Chase Auto Direct to woo millennials by putting the whole car buying process—from selection to finance to booking—online. The service is limited to some states in the US.

In India, the country’s largest auto-maker Maruti Suzuki India Ltd is set to offer a similar kind of experience with its latest car Ignis which is slated to be launched on 13 January. Consumers can book Ignis online through its website nexaexperience.com.

Maruti will sell the car through its retail chain Nexa that only sells S-Cross and Baleno for now. Besides, Maruti is also in negotiations with its partner banks to facilitate 100% finance for IGNIS.

By bringing the car-buying experience online, both JPMorgan in the US and Maruti Suzuki in India are aiming to do one thing—targeting to get more millennials or the Insta-generation, as Maruti calls it, as buyers of cars.

“This generation is well informed and loves to flaunt its possessions. Ignis comes with distinct design, options for customization of both exterior and interior, including roof wraps. It’s a new segment that we are creating for the people pursuing a passion in life, those in their first jobs, and those who seek to differ on everything that’s conventional,” R. S. Kalsi, executive director (marketing and sales), Maruti Suzuki India, said at a pre-launch event.

Ignis will come strapped with 1.2 litre petrol and 1.3 litre diesel new generation engine, and will be available in automatic gear shift version in both petrol and diesel fuel options. “Ignis is built in compliance with new safety standards that will come next year,” said C.V. Raman, executive director (engineering).

Maruti will make Ignis at its Gurgaon factory and will increase capacity when its new factory at Gujarat becomes operational early next year, said Kalsi. The car will initially be sold only in India.

While the company declined to disclose the price of the car, NDTV.com reported that the price is expected to start around Rs5.5 lakh (ex-showroom).

Maruti Suzuki India Limited