Hyundai recently launched it’s 7-seater Crossover Alcazar at an introductory price of Rs. 16.30-19.99 lakhs (ex-showroom, pan India) will rival the likes of Tata Safari, MG Hector Plus and Mahindra XUV500.
Generally, Automakers follow the strategy of competitive pricing when launching their respective Cars. However, Hyundai Alcazar’s base variant namely ‘Prestige’ is almost 1.30 lakh expensive than Safari’s abase variant and over 2.70 lakh costlier than MG Hector plus’s base variant.
“It is a move away from what we usually offer because Alcazar customer would want a feature-rich car right from the first of three variants,” says Tarun Garg, Director for Sales, Marketing and Service at Hyundai India. This is a new marketing strategy Korean Automaker implementing in India wherein Hyundai India says Customers expect high amount of features if they are opting for a premium SUV, that’s the Reason Hyundai Has decided to throw several features even in the Base trim.
Base trim high on features
As Hyundai India said it’s only because of features they want extra bucks for the Base Trim and well they are quite rigid with their words, The Korean Carmaker has thrown in As many features as possible even in the base trim and that’s something automaker usually avoids in order to obviously reduce the cost and induce customers to opt for higher Trims. Moreover, this Hyundai has introduced it’s car with 3 trims instead of 4 (that’s what they usually do) namely Prestige, Platnium and Signature.
Comfort Features (Prestige) :
-10.25-inch touchscreen infotainment system with BlueLink connectivity
-Mood lighting etc.
Safety Features (Prestige) :
-Rear Disc Brakes
-VSC (Vehicle Stability Control)
-Hill Start Assist
-Tire pressure monitoring System
-Emergency Stop system
-Lane indicator Flash Adjustment
-Rear Camera with Parking guidelines etc.
Will this actually Work?
Presently, Indians have become quite fond with the Higher Trims of the Respective cars they buy due to extra comfort and safety techs and sometimes the higher trims are also being offered with more powerful engines. If a customer is getting all the modern tech-offering in a base variant of a car, why wouldn’t he/she go for it? As far as our perspective is concerned, this strategy might work upto a certain extent. However, we will leave the Exact answer of this to Time.