Lead Story

Dream makeover

Maruti Suzuki has perfected the art of staying relevant for finicky consumers

Illustration: Manish Marwah

16 May 2017. The atmosphere at Delhi’s Taj Palace Hotel is electric. It’s the launch of the 2017 Maruti Suzuki Dzire and the buzz is worthy of India’s largest-selling sedan. Four cars are on display across two halls, there’s a wide stage for the presentations, and the created-for-the-event stands are filled with journalists, auto bloggers and young car enthusiasts. Even before Maruti Suzuki India MD Kenichi Ayukawa, engineering head CV Raman and sales and marketing head RS Kalsi take the stage to formally launch the latest version of the subcompact sedan, the scale and stretch of online discussions around the new Dzire means there are few surprises in store.