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Historically the Sport Utility Vehicle has been considered a mid-sized passenger vehicle. It was designed to have the carrying capacity of a pick-up truck, but differ in size and performance. Sport utility vehicles are descendents of the other sport vehicles such as commercial vehicles and military vehicles including Jeep and the Land Rover. These vehicles were followed by other sport utility vehicles. Throughout history the design of the SUV has been changed. There are several models of the SUV that are considered compact sport utility vehicles. This simply means that they are smaller in size in some way. It could be that seats have been removed or the carrying capacity or cargo space could be slightly smaller than the standard vehicle.
Indian car industry is crowded with a number of SUVs, the demand of which is gradually increasing among car consumers. SUVs have come a long way from the traditional Jeep to the stylish and high-tech Honda CR-V, Tata safari, Mahindra Scorpio and ford endeavor. Sports Utility vehicles are rapidly capturing the market due to its multifarious use. Utility vehicles are found in two kinds: - SUV or Sports Utility Vehicles and MUV or Multi Utility Vehicles. Its spacious interior and sturdy exterior have made this vehicle one of the fastest selling vehicles of India. This is multi use vehicle to accommodate many passengers in one vehicle, especially while going for a long trip with a big family or with a folk of friends. Sporty attributes of this vehicle is not negligible when mentioning about its use. To name few SUV manufacturers of India- Fiat India, Ford Motors, Force Motors, General Motors, Hyundai 2
Motors, Hindustan Motors, Mahindra & Mahindra, Nissan, Porsche, Tata Motors, Toyota motors etc. Popularity in SUV sales has increased in the last 25 years. So, this gives the reason to study the SUV segments in automobile to understand their market potential. The increase has been greatest amongst urban drivers in particular. To keep up with the increase in popularity, the producers of the SUV vehicles are now creating more luxury vehicles. Consumers are looking for comfort in addition to performance. The design of the sport utility vehicle has been changed so that it offers drivers a more comfortable ride both on and off road.
The sport utility vehicle is often referred to as another name with different parts of the world. For example, SUVs in England and throughout the United Kingdom are referred to as “l ight trucks”. However, in recent years the term sport utility vehicle has become more
widespread throughout the world. In Australia, the term SUV carries a connotation of being a large vehicle, which is not desired by consumers. Instead of using the term of sport utility vehicle, consumers in Australia prefer to purchase a four by four vehicle. SUVs are designed to be four by four vehicles as well as off road vehicles.
Ma rk et pot ential in India for SUV’s
biggies such as Ford, Hyundai and General Motors, are rushing cash in on the newfound craze for big-bodied and pricey sports utility vehicles. and that was Safari from the house of Tata Motors, the automobile division of India's diversified conglomerate Tata Engineering. helping the segment to post a growth of 50 percent over the previous year. The SUV is an all 4 But the current year alone has seen the launch of as many as half a dozen SUV models, Till recently Indian roads experienced only one true sports utility vehicle (SUV) offering A host of carmakers, from home-grown Maruti Udyog to the Indian arms of automobile
terrain automobile, designed as a sophisticated vehicle that can be used as an off-road mode of transportation for outdoor living conditions as well as on city roads.
S.W.O. T an al ys is f or SU V’ s a ccord ing t o curren t m arke t:
• • • •
Style Power Suitable for long drives Comfort Spacious
Weakness: • • • • Expensive Sedan is preferred more Occupies large space Difficult parking Metropolitan cities & IT hubs. 5
• • •
Income level is increasing day by day in India. Market of travel agencies is also increasing. People are getting more attracted toward SUV’s. Sedan is preferred more to some segments. Women prefer SUV’s less due to huge handling. Small car is gaining significance due to traffic problems. Competitors are increasing day bay day with latest technology.
Threats: • • • •
The market of India is very potential for SUV, we can see the strengths and opportunities of this segment (SUV) moreover, the pune city also has a great potential for the consumers who can be attracted towards SUV’s. It is found from a research that 15% of the total individuals in India, who have the annual income of more than 10 lakhs, live in pune city. That means there is a lot of potential in pune market for SUV’s i.e. can be considered as the opportunities for the car manufacturer, who can further focus on coming up with more designs and more features that can attract the potential customers. It is also found that people now in India have started focusing on buying comfortable cars that can be used on highways which also provide safety to them like crumblesomes and air bags features, in a city like pune where most of the people look up for those cars that can be 6
used on Pune-Mumbai express highway, for these purpose they mostly consider those heavy cars that have good grip and safety arrangements. Moreover, it is also found that there are many travel agencies that are using the SUV’s as taxi cars and for that purpose Mahindra Scorpio and Toyota Innova are mostly used, that means more brands can come up with those cars that are fuel efficient and economical that can be used as taxi cars. That simply means the market of SUV is very potential, as it can be seen on the roads of pune that SUV’s are used by many families and also by various travel agencies.
Mercedes Benz G-class
Land rover LR-3
Suzuki - XL 7
Stu dy o f B ra nd s
Honda CR-v • Tata safari
Mahindra Scorpio ○ Ford endeavor
The Question wh y?
Wh y doing
the stu dy ? The study is done to understand buying behavior of the customers of the given segment and to deeply analyze those parameters that are in the top of the priority in the mind of the people. The study also focuses on the features that various brands provides and how they attract customers and the way people perceive brands and how the brand is differentiated from other brands.
the se paramet er s are cons id er ed ? 12
These parameters are selected on the basis of research conducted.The research come out with the results which reported to these factors /parameters that are mostly considerd in any car for selecting it.The parameters like safety,drivers comfort,style and economy is highly demanded in a car like SUV.this is the simple reason for which we have selected tose prime factors that are always considered befor making actual purchases.
Wh y se le cte d th ese brand
We have tried to make our research precise and comprehensive by selecting those brands of SUV’s that itself has different market segment. These cars give tough competition to each other but they have separate customers and segment. The purpose of selecting these brands is to know about the parameters that the customers take into consideration before buying any SUV. The main reason behind selecting these brands was we have to consider two Indian brands and two foreign brands: Indian brands: • • Tata safari. Mahindra Scorpio.
For eign brands:
Reasons 1. It makes the study more precise and specific. 2. Two foreign brands have been selected and two Indian. 13
3. These are the brands that have the dealers in pune.
4. These brands are constantly seen on the roads of pune. 5. All have a competition with each other directly or indirectly. per their features & appearance. 6. These SUV’s also cover different market segment amongst different customers as
7. Studying which brand national and international is more loyal to customers.
I n short, the brands are selected to make the study precise and to cover both
national and international brands that will give the exact overview that which brand is performing better on the roads of pune.
Tata Safari Its mammoth size and towering proportions makes this the hairiest of the The top-heavy design, soft suspension and vague steering wobble the daylights off even the most seasoned of drivers. Poor body control and weight transfer makes it a handful through the elk test, while a high rate of oscillation during the slalom means some scary moments later in the run.
Slalom time: 12.8 seconds “Reclaim Your Life”
The Tata Safari was launched a decade ago to the Indian market. Tata Safari with its slightly puffed yet elegant body and comfortable interiors became the darling of the young middle class urban elite. Safari comes in eight trims and two drive configurations, front-wheeldrive and all-wheel-drive. It comes with two engine options: a 2.2L VTT diesel that churns out 138 bhp and 2.0L MPFI petrol that produces 125 bhp. Estimated fuel economy is 9/13 km/l (city/highway). It is furnished with a height-adjustable driver's seat, power windows, a climate control system, and a tilt power steering. The Safari comes with a starting price tag of Rs 6.47 Lakhs (ex-showroom Delhi). The Tata Safari is one of the oldest and most successful SUVs in the Indian car market. The car with its excellent styling and comfortable interiors has become a hot favorite among the youth. Among the range of Safari on Indian roads, Tata Safari Dicor is the most appreciated SUV that has been introduced with a fresh look and an indigenously developed advanced engine, christened as Direct Injection Common Rail (DICOR) engine. This advanced version of the Safari comes with two engine options, a 2.2L VTT diesel and 2.0L MPFI petrol. Talking about the car interiors, it is adorned with power windows, video screens in the headrest, climate control system, height-adjustable driver's seat, and a host of car safety 15
technologies. This SUV with its excellent engine technology and high power output delivers a fuel efficiency of about 9 km/l in city and about 12 km/l on highways.
‘Safa ri DICOR’
The new variant offered with changes like dual tone exteriors (select shades) and unique leather cum fabric upholstery in the interior. The characteristic features of the new variant are the reverse guide system, ABS (Antilock Brake System) with EBD (Electronic Brake Force Distribution), and indicators on the outer rear view mirrors. It also becomes the first car India to get the Reverse Guide System that uses a camera in the rear bumper and the internal rearview mirror as the Screen. Alloy wheels are standard on both the 4x2 and the 4x4 versions. The Gx variant is available with a price tag of Rs 9.95 Lakhs for the 4x2 version and Rs 10.87 Lakhs for the 4x4 version.
COMP AN Y Tata Motors Ltd.
SE GME NT Sports Utility
USP Engine Options of TCIC,
Str iking Featur • • • • • • •
DICOR and MPFI
es of Tata Safar
New Front Grill with Chrome effect Two Tone Beige Interiors, wood-finish center console and leather upholstery Tubeless Alloy Wheels Electric shift-on-the-fly 4 Wheel Drive mechanism DVD / MP3 System with LCD Screen Height Adjustment In Driver's Seat and electrically adjustable side-view mirrors Power Steering and Power Windows At Front & Rear Dual Air Bag, Anti Locking Braking System (ABS) With EBD. Front Seat Belt Warnings, door open warning Leather Wrapped Steering Wheel New spare wheel cover
• • •
Pri ce o f Ta ta S afa ri
Tata Safari has a price tag of Rs. 6.50 -11 .50 Lac ks. Quot e- Unquot e
"Tata Safari has created a premium position for itself in the Indian market and is the
highest selling SUV in the above-Rs. 7 lakhs category. The Safari brand grew by 18.5 per cent last fiscal and is growing by 18 per cent this year. It has always defined new standards for luxury and comfort for vehicles in its class. The Tata Safari - petrol is amongst the most powerful SUVs available in the country and offers unmatched content and specifications. It is a perfect blend of technology, performance and safety for its price level."
Mahindra S corpio “Nothing Else Will Do”
Since decades, Mahindra & Mahindra is known to supply general purpose vehicles to the Indian mass and the tradition is maintained with the launch of Mahindra Scorpio. This SUV became an instant
hit and created a wave of enthusiasm among young professionals. This car comes with a 2.6L turbocharged Inline-4 diesel engine that generates 115bhp. Scorpio Getaway is an addition to the lineup. Also in the list is VLX that comes with a 2.2L mHawk aluminium CRDe Inline-4 engine that churns out 120bhp. The engines are coupled to a 5-speed manual transmission. All-wheel-drive (AWD) and two-wheel-drive (2WD) configuration options are provided for all variants. The estimated fuel economy for Scorpio is 9/14 km/l (city/highway). The starting price tag for the Scorpio is Rs 6.99 lakhs (ex-showroom Delhi). A big improvement over the old Scorpio, the new model feels more reassuring through the Elk test and even the Slalom. Car still rolls considerably and soft front suspension not cohesive with rear set-up. It’s not the handler we hoped it would be and it slots in 3rd behind the Tavera. Slalom time: 11.4 seconds With the Scorpio, Mahindra joins a handful of other Indian companies which have designed and produced world class vehicles on their own. It’s the car that was built around the customer. Before we even went to the design block we spoke to the customer. To create a car that takes ownership experience to a new high. It has won 3 ‘Car of the year’ awards (BBC World’s Wheels, CNBC Autocar, BS Motoring) in the year of its launch. It has edged out most SUVs in the NFO customer satisfaction survey and is currently the largest selling SUV in the country. To add to all this, in March 2006, the all new Scorpio was launched with 43 new features. Mahindra Scorpio is a big hit on Indian roads. This SUV from Mahindra at the time of its launch had created a wave of enthusiasm among young car consumers. Though today there are many other SUVs against the successful Mahindra Scorpio, the car has been successful in maintaining its worth and significance in the car market.
Mahindra Scorpio is powered with a 2.6L turbocharged Inline-4 diesel engine and the recently launched automatic Scorpio is powered by a 2.2L mHawk aluminium CRDe Inline-4 engine that generates 120 bhp. This SUV has its own style and elegance both in the exterior and the interior. It gives an impressive mileage of about 9 km/l in city and about 14 km/l on highways
Co mpan y Mahindra & Mahindra
Segmen t SUV
Big ges t US P Strong engine along with good look
• • • • • • • CRDe Engine 5-zone cushion suspension Tower tail lamps Middle row sliding seats (only in 8 seater) Tiltable steering Tubeless tyres New spaces for storage on centre bezel, IP and console
• Price Tag
Mod el Var iants Turbo 2.6 Turbo 2.6 DX Turbo 2.6 SLX
Honda CR-V “Live Up”
Ex-show room Pr ic e (Rs.) 7,13,822 7,69,387 8,28,132
The Honda CR-V is one of the bestselling SUVs in India. The CR-V promises its customers fascinating comforts of a sedan and the strength of an SUV. Honda's creative and undaunted real-time all-wheel-drive (AWD) system supplies a front-wheel-drive (FWD) operation in normal circumstances levering (change) to AWD whenever required, depending on driving conditions. This mid-sized SUV comes with a single 2.4L i-VTEC Inline-4 engine option that produces 161 bhp. This engine comes with two transmission options: a 6-speed manual transmission and a 5-speed automatic transmission that provide an estimated fuel economy of 8/10 km/l (city/highway). The CR-V comes with a starting price tag of Rs 18.4 Lakhs. The Honda CR- V is the only SUV by the premium car manufacturer, Honda. Being one of the best selling SUVs in the present era, the car delivers a blend of power, performance, and sophistication. The car is designed with elegance and creativity, fulfilling the promise of providing fascinating comforts to all its owners. The real-time al l-whee l- driv e (AWD) system and the advanced 2.4L i-VTEC Inline-4 engine offers excellent stability, handling, and driving experience. This SUV is also available with an engine option of automatic transmission. 21
In the interiors, this SUV has an expressive cabin adorned with dual climate control, adjustable tilt-telescopic steering, an ultra-silent cabin, and multi-info display. The estimated fuel efficiency of the SUV is about 9 km/l in city and about 16 km/l on highways.
The fully redesigned SUV is roomy, maneuverable, and fuel-efficient offering a sporty driving experience. A peppy dashboard with easy to read LCD gauges, leather upholstery, dual climate control, and an adjustable tilt-telescopic steering provide a superior driving experience.
Available Honda Satellite-Linked Navigation System™*
Aerodynamic styling Lightweight lift-up tailgate Folding power side mirrors Available heated front seats
Available leather-trimmed interior
Power ful ly Ef fic ient
• 166-hp, DOHC i-VTEC® 4-cylinder engine Fuel efficient: 20/27/23 (city/highway/combined) (2WD)† Ultra-Low-Emission Vehicle (ULEV) designation
Comp any Na me
Se gment Sports Utility
USP 161 PS @ 5800 (Max. Power)
218 Nm @ 4200 (Max. Torque)
Str iking Featur • • • • •
es of Hon da CRV 20 08
Modern styling right from the bumper to tail 06 speed manual & 05 speed automatic transmission for sporty riding Powered with latest technology of four wheel drive (4WD) & 2.4 litre IVTEC engine Soft touch and roomy interiors Fully integrated audio entertainment system with 06 CD changer Safety features comprises of an efficient Electronic Brake Distributor (EBD) and Dual Air Bags Aerodynamic design, electrically operated Sun roof, double front grille and 17" large alloy wheel are the eye-catchers.
Pric e of H onda CRV 20 08 SU V Ca r
Honda CRV 2008 is imported as a completely built unit (CBU) therefore an import duty of 100% is applied on the cost of it. Hence CRV 2008 model comes with a big price tag of Rs. 17-20 Lacks.
Fo rd E nde av our
Endeavor, one of the mos t d esirable and market fitt ed SUV a vailable today, co mes with various unique equi pmen ts and spe cifi cations.
Endeavor is one of the most favorite Indian SUVs for its stylish design and awesome performance. Endeavor is marked for its road presence with wide and tall body and powerful appearance. Based highly on cutting edge technology and all the stylish effort for making Endeavor, one of the most desirable and market fitted SUV available today, comes with various unique equipments and specifications. Struggling to cope with the new Globalised competition, Ford was not to lag behind others while vying for the Indian pie. The Endeavour may look a bit obsolescent, but it has user-friendly interiors with plenty of legroom. The car comes with a common 2.5L turbocharged diesel VGT Inline-4 engine which generates 141 bhp and is propelled by a 5speed manual transmission. The only difference between the two available variants is the drive configuration, which is rear-wheel-drive (RWD) for one and all-wheel-drive (AWD) for the other. The car comes with alloy wheels and tubeless tyres. The estimated fuel economy of the car is 7/10 km/l (city/highway). The Endeavour comes with a starting price tag of Rs 14.72 Lakhs.
End eavor 4x2
This 7 seater SUV comes with the additional power and torque due to its 2.5 L inter-cooled turbo diesel engine. It has various special features like multi-reflector headlamps, large chrome grille, air-conditioner with two sets of additional vents for rear seats, creative stowage room, individual cup holder, front seat back pocket along with cell phone pockets, 4-wheel anti lock braking system, collapsible steering column, fuel tank shields, child-proof rear door locks etc. It comes with 4*2 manual transmission.
Company Name Ford India Limited Segment Sports Utility Vehicle (SUV) USP 2.5 litre Duratorq TDCi engine
Str iking Featur • • • • • • • • •
es of For d E nd eavour
Heating, ventilation and air-conditioning system Instrument Cluster with titanium rings for a dashing and sporty look. Genuine wood interiors designed to offer a luxurious experience and will feature: In-car DVD System with roof mounted screen and new audio system incorporating sixstack CD and MP3 All Row AC ducts. New multi reflector headlamps, clear fog lamps, tail lamps Twin-bin centre console capable of storing up to 10 CDs, six cup holders and new bigger pouch. 16" alloy wheels that are bigger and marks the bold presence. Active safety features like Anti-lock Braking System ( ABS) with Electronic Brake Force Distribution (EBD). 26
Pric e Tag of For
d E nd eavour
The price of Ford Endeavor would be around Rs. 14.50-15.50 Lacks. Its Rivals include the Honda CR-V, Mitsubishi Pajero, Nissan X-Trail and Hyundai Tucson. Quot e – Unquote
"The new Ford Endeavour is a supreme combination of the latest in vehicle engineering and with its commanding road presence, comfort, flexibility, safety and robustness, is the ideal action SUV for the modern family''.
Mileage City(kmpl )
No. of cylinders
Fuel tank capacity(liters )
performanc e 0-100km/h (sec)
141 bhp@350 0 rpm
120 bhp@400 0 rpm
141 bhp@600 0 rpm
89 bhp@430 0 rpm
Anal ys is se gme nt
An al ys is se gment :
Parameters SUV’s Tata Safa ri (6.50-11.5) 1)performance 2)power 3)comfort 4)safety 5)price 6)mileage(kmpl) 7)appearance(exterior) 8)appearance(interior) 9)extra features 10)status quo 11)maintenance cost 3.5 3 4 4 4 3.5 4 3.5 3 3.5 4 Honda CR-v (17-20) 4 4 4 4 1 2.5 4.5 5 3.5 4.5 1 Mahindra Scorp io (7.15-8.28) 3 3.2 3 3 4.5 4 3.5 3 3 2 4.5 Ford Endeavor (14.5-15.5) 4 3.5 3.5 4 2 3.5 4 4.5 3.5 4 2 31 brand model In lacks
Overall Rating out of 5
Cu st omer ’s pre ference of d if feren t par amet ers t ow ard s the bran d
Ma rket S har e of SU V’ s in Pu ne
Commenting on the market share of SUV’s in pune city, it is been observed that the market share of Mahindra Scorpio is highest and has a tough competition with Tata safari and Toyota Innova, Tata safari is raked to position two when it comes to market share in pune and then its ford endeavor which can be also seen on the roads of pune but not as much as compared to Scorpio that has the largest market share. The last is Honda CR-v that is known to the elite class and is bought due to the status it gives to the person who is sitting in it. Others include: • •
Toyota Innova Mahindra bolero Chevrolet Tavera Tata sumo Maruti Grand Vitara
Findin gs a nd S ug ges ti ons
It is found that SUV is gaining acceptance in the market of pune because it is an IT hub and also it is known with a research conducted by income tax which says around 15 % of India’s tota l ta x paye rs that ea rn mo re than 10 lakhs ar e found in pune , that itself means that the market for big cars is good in pune. People are more in the business and they focus mostly on safety and comfort that they find in SUV’s that even support them for long comfortable journey. Ot he r fin dings: • • • It is found that lady customers show more interest in sedan then SUV’s. SUV is more popular in foreign countries Travel agencies also focus on more of SUV’s because those cars are used for long highway drives. • • In pune the top two SUV’s that have maximum market share is Mahindra Scorpio & Toyota Innova. Ford endeavor recording the highest sales in October 2008, capturing a market share of 27.65 per cent. The Ford Endeavour has been the market leader in terms of cumulative sales of SUVs in 2008. It recorded sales of 3,007 units from JanuaryOctober 2008. • Complaints regarding drivers comfort were reported by 2 respondents who had the experience of long drive. 35
• • • •
People who don’t go for status and have low budget and want style prefer Scorpio then other SUV’s. Youngster likes Ford Endeavor and Scorpio because of the style but if the budget is high they would like to buy endeavor otherwise Scorpio will be a perfect match. status and is looked upon as the dream car for most of the SUV lovers. Honda CR-v symbolizes the comfortable drive for elite class and is considered as the Tata Safari is the perfect match for those who believe in the indigenous techonology, good style, comfort, status, power and safety, economy, customer service. That means Tata Safari is the blend of all the parameters that a person looks in SUV’s.
Most of the travel agency that use SUV’s as tourist cars they look upon Mahindra Scorpio and Toyota Innova because of the low maintenance cost and good mileage. Maximum number of SUV that is seen on the roads of pune is Mahindra Scorpio.
Co nc lusi on B ased o n F in ding s
All the SUV’s of brand that we have studied have different class and attract different set of people. All the four cars like: CR-v, Safari, Scorpio, Endeavor all have distinct characteristics and have approach to different market segment. These SUV’s are meant for different class of people based on the difference of price tag that they have. S. no 1. 2. 3. 4. HONDA CR-v Endeavor Tata Safari Scorpio Upper-Upper Upper -Middle Middle upper/upper lower Middle middle/middleupper/upper- lower This is clear from the above table that every SUV in the segment have different segment and attracts different class of people. SUV CLASS
Ma hin dra Sco rp io: Families do not prefer Mahindra Scorpio because of the simple reason that the car has lost its status because it is mostly used by either travel agencies or people who are indulge in other illegal activities and by hooligan. So, the brand must concentrate on building the good image and product positioned should be positive in the mind of customers, so that it attracts families also. 37
Tata Sa far i: Tata safari also faces the major problem of suspension, the suspension is good but complaints regarding it after a period of time are frequent by the users/customers. For d End ea vo r: The driver’s seat is not as comfortable as compared to other SUV’s of the same class. It troubles the driver in a long run. Hon da CR-v: The maintenance cost of CR-v is reported to be very high due to low mileage and the spare parts are very expensive and that too not easily available. The Honda also has a disadvantage that it has very less service stations and workshops to get serviced or repaired urgently during brake down.
Fin al ve rd ict
On the basis of the parameters that includes: safety, comfort, drivers pleasure, economy, appearance, power and performance and also the brand image and customer service the best SUV is TATA SAFARI, because this SUV looks up to all the parameters that are taken into consideration while comparison, study and while preparation of the report. Being the indigenous and sturdy car the brand has the maximum number of service stations which provide good service to the customers and the customers complaints are really less regarding the service provided. The main feature that attracts the customer to prefer the brand Tata over other brands is that the brand has a good perception in the eyes of people because Tata is the company that is renowned for its ethics and philanthropy. The brand is considered as reliable source on the roads of pune and it is also found that people who look up for a good, safe, comfortable, economical, low maintenance cost car-for those people the Tata safari is the best deal to make. Even people who are using old version of safari didn’t have any complaints except the outer body got a bit loose and that was just because the car was old enough.
As per the rating done on the basis of the performance, mileage, economy, safety, comfort ,drivers pleasure and customer service the people have rated the Tata safari the maximum. The simple reason behind it is that Tata safari has the style that ford endeavor gives, the interior and status that CR-v has and also the mileage and low maintenance cost that is offered by Mahindra Scorpio. All in All the Tata safari is the combination of all the distinct features that are provided by other SUV‘s. Note: The verdict is on the basis of the primary data collected from the respondents across pune city.
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