All the entry level sedan buyers beware- The Dezire- is on its way. The much awaited Swift sedan named ‘Dezire’ is likely to be launched in March 1st week. Dezire was launched after the long time sedan Esteem was discontinued in January, 2008.
In fact Dezire could be the cheapest available sedan in India beating Tata Motors newly launched Indigo Dicor, priced at Rs 5.29(ex-showrrom Delhi) currently the cheapest sedan. The prices for Dezire could begin from Rs 5.2 lakh for the diesel model.But the prices positioning of the Petrol variant is yet to be revealed.
Sources in the industry say that the petrol variant of desire could be placed lower than the Rs 5 lakh bracket. Dezire could be close to Esteem in pricing.
Dezire will be marketed as an affordable luxury car on Indian roads. Based on the Swift platform, Dezire was created after adding a boot space of 400 liters. The car is fitted with 1.3liter engine and is available in three trims in the both the diesel and petrol variants.
Dezire also carries luxury features like the dual front air bags and integrated music system. The company is also offering features like the automatic temperature control, alloy wheels and anti-lock brakes for lower end models but which comes standard on top end variant. The diesel version of Dezire will have a new high end ZDI variant, which is currently not available in Swift diesel line up.
The launch of the sedan could trigger a price war in the entry level car sedan segment. Mahindra-Renault Logan diesel is priced from Rs 5.61 lakh onwards and Hyundai Verna and Ford Fiesta which are placed in the range of Rs 7 lakh.
Many of these above mentioned features if Dezire are absent in Indigo or Logan, though they are priced much higher. Those that are equipped with these features fiesta and Verna are priced exorbitantly higher than Dezire.
Maruti would try to repeat the success of SX4 in the new Dezire. It will try to achieve high sales performance though competitive lower pricing.
The other companies prefer to wait and watch on Dezire performance before making any changes in their pricing and model positioning. Many car manufacturers like the Hyundai, Ford, Tata Motors will be keeping a close watch on Dezire launch.