The 2017 Suzuki Swift D’zire, And What Tata Had To Do With It

Oooh! Is the Indian automotive market finally coming of age? How'd that happen?

image credit: autos.ndtv.com | The 2017 Suzuki Dzire

I only had to take one look at the 2017 Suzuki Swift Dzire to realise that something had changed in the Indian automotive market. On the one hand,  manufacturers are becoming more conscious of design beyond functionality. Intangibles such as aesthetics and street presence are increasingly coming into play. It may be that research has led them to believe that their customers are becoming more and more design conscious. You know what I think?

I think that for both the Indian consumer and the manufacturer, the definition of value has changed. And that’s a good thing: A very, very good thing. 

It all started with Tata, mind you. When they took the ageing and slow-selling Aria and updated it into the brilliant Hexa, when they updated the Indica V2 and launched the Zest and Bolt, Tata showed the Indian market something no Indian manufacturer had ever done before with a completely indigenous product. Not only were the cars smart enough from the outside, they featured superb build quality, aesthetics and ergonomics in the cabin as well. Tata’s ownership of Jaguar Land Rover had to bear fruit somewhere, right? The company upped the ante even more with the Tiago.

With the Bolt, Zest & Hexa, Tata bought design, build quality, level of fit and finish and cabin design and ergonomics to a completely new level

But where they completely changed the game was with the Tigor sedan and Nexon crossover concept. These two cars turned the idea of what small sedans should look like on its head: not with a boot stuck on to a hatchback like an afterthought, but if possible, designed from the start like a proper sedan. With the Tigor, Tata actually managed to turn the design thinking into a wonderfully unique quirk. The Tigor looks like the car was designed to be what it is, all the while managing to be similar enough engineering-wise to exploit platform similarities and provide the company economies of scale. Design-wise, I think it is brilliant.

image credit: MotorScribes.Com

And Tata will take it to the next level with the Nexon which has been reportedly cleared for production.

image credit: carblogindia.com

With this as a backdrop, it is not hard to understand why Suzuki India is pulling out all stops to get its design-branding down right. The upcoming Dzire is said to be based on the Baleno rather than the other way around. So it should be wider and sportier as well as more spacious. Having always been the fun brand, the upcoming Swift too should feature some nice updates. Expect it to look a little less cute and a little more butch.

I think it is a good sign that manufacturers in India are beginning to look at design and aesthetics as a differentiating factor in marketing and branding. The customer ends up winning either ways.

Having said that there are companies which still haven't caught on. For one, Hyundai's Xccent still looks woefully old school and very outdated. I shudder to think of what Chevrolet will do with the upcoming Beat sedan. But over all, I think the Indian automotive market is moving in a good direction. Product innovation is key, no doubt. But delivering into customers hands, products which look and feel special is never going to go out of style.

Like this post? Disagree with me? Leave a comment and talk to me.