Refresher Course

“When car manufacturers go for an overhaul,it’s because of government regulations and improving fuel efficiency,” says Vivek Nayer,senior vice president Marketing,Mahindra & Mahindra. In fact,Mahindra relaunched Bolero and Scorpio in the last couple of years to re-engage the market. “Consumers love to evolve,change,try out new things. Keeping this in mind,we work on our brands and deliver new versions called refreshers,” he says. Take March 2009: Scorpio brought again to life as a ‘mighty muscular Scorpio’. “It had angular lines,a sporty,rugged look and an off roader feel to it. It coincided with increased awareness about six pack abs and health. Gyms were springing up…even James Bond had become a tough,fit guy. People were looking for something to compliment this change,” he adds. Surprisingly,even women started buying the vehicle for “it turned out to be spacious and safe”.

Refreshers do pay off great dividends,and a great example is the Maruti Swift. This September,a limited edition of the brand will be available in a specially created Goldsmith Black colour with new features like graphics,special integrated stereo with USB,speakers,lux leather seats,cushions,footmats and artistic Indian motifs on the exterior. “It’s a Swift One Million Edition and only 1,000 are available,” says Mayank Pareek,managing executive officer (Sales and Marketing). The version will be priced at Rs 4,83,079. “This is done in the name of brand loyalty and brand recall. Yes,one has to upgrade according to Euro norms,new regulations and meet environmental parameters,but when a manufacturer goes for a new look,he does it to create buzz,” says Aman Matharu,a car enthusiast and part of the sales department at BMW,which,too,has rolled out its new series,“Everyone does but in a stipulated time; otherwise it affects competition,” he adds.

Deepak Joshi of Mercedez-Benz dealership says that refreshers give more features,gadgets and tools. “New and improved versions create a hype with celeb brand ambassadors,better technology,better speed,better music system,push start,ABS,better mileage,sunroof,graphics,lights,cockpit speedometers,aerodynamic dashboards and better styling. One of the best examples is Tata which keeps reinventing their brands,Indica for example,” he adds.

“Limited Editions are our way to bring excitement to the showrooms,” says Shashank Srivastava,Chief General Manager (Marketing),Maruti. “They help in future product development and planning.” In recent times,Maruti has been indulging in Limited Editions for bestsellers like Swift,Estilo and Alto. Their new Ritz Genus this August came with features like keyless entry,body graphics,dual tone dasdhboard and signature colour. The trend is catching on. Hyundai recently floored consumers with Verna Transform. Skoda relaunched the Perfect 10 Laura last year at the Lakme Fashion Week while Skoda also vroomed out new sporty versions of Octavia.

“It is a hunger for savvy features and a status symbol,” sums up Satinder Sarkaria,car enthusiast and classic and vintage car restorer.