Car Industry Neha

Mid-Sized Car Industry
INTRODUCTION: MID-SIZED CAR INDUSTRY

In an increasingly crowded market, auto companies are looking for riches to find a much-needed breathing space away from the heat of intense competition. A couple of year ago, it was the then - untapped industry luxury mid-size segment that the global auto companies first rushed into. The talked of international brands, global quality and technology and expected Indians to page premium price of it. The thinking was that after decades of old technology. Indian consumers would be dazzled by the array of new cars and would empty their wallets to get them. ar buyers
briefly swallowed the sales pitch of the new multinationals who counted their cars as the best in the west. !ut after sampling these new products, the Indian consumer quickly came to realise that they were simply not "alue for money. #oreign car companies ha"e learnt the hardway that buyers are willing to spend only if they are con"inced that they are getting a good deal. It$s because Indian consumers are essentially "alue dri"en and decades of %andhian austerity and &ehru"ian socialism ha"e installed an almostpuritanical sense of "alue of their minds.
JIMS, KALKAJI, NEW DELHI
PRODUCT DESCRIPTION
Design and Enginee ing The oldest face around here is the Es!ee". Although this today style has been around since '(() in the form of the *aruti '))), it recei"ed a freshening-up in '((+. The front grille, bumper and headlights, sourced from the ,ungarian -uzuki ultus, ga"e it a much-needed face-lift. The
.steem still looks pretty good, especially the new nose and the raked lights but its too familiar a face to elicit any hard looks or attention. /imensionally, the least generous automobile of the fi"e years, the .steem is not surprisingly the lightest "ehicle by far. 0eighting a mere 1'2 kg, it is only '2 kg hea"ier than the *atiz, and while the safety conscious may baulk with disdain this light weight pay rich di"idends to those more interested in performance and economy. In /ecember '((( another
feature was added to this car to make it more elegant one - the chrome grille. The .steem was followed into India by /aewoo$s Cie#$, aka the &ekia in other markets but not here. The ielo$s percentage goes back to the 3pel
Astra of the '(1)$s on which it platform and mechanicals are based. 4eskinned as the ielo in '((5, the styling in now beginning to look dated in In fact, the greenhouse or passenger
comparison to its competition.
section - made up of thin pillars and a rear quarter - glass - hail unmistakably from the earlier Astra. -till, when "iewed from dead from the earlier Astra. -till, when "iewed from dead front, the ielo$s flowing headlights gi"e a
certain softness, setting off the chunkiness of the body. The rear section is
dominated by a massi"e boot with large tail-lights.
The front and rear
o"erhangs are also "ery pronounced. The recently refurbished 6.xecuti"e6 "ersion comes with a chrome grille and newer paint shades along with a quality which has always been first class. The ielo is easily the largest of
this quintet of automobiles here, but the poor utilisation of the o"erall length is a sure gi"e away of the age of the design. 3f the recent arri"als to the Indian market, #iat$s '+1 world car platform -based three - box Siena was the first to hit the showrooms ele"en months ago. /esigned specifically for harsh road and en"ironmental conditions experienced in emerging markets, the design parameters for pro7ect '+1 was finalized after considering local tastes and "endor concerns. The 8no platform was the starting point for the '+1 range 9the -iena and other deri"ati"es: which has been hea"ily modified and strengthened especially around the suspension mounting points to cope with bad roads pre"alent in emerging markets such as ours. The -iena$s body structure could shame an armoured personal carrier as far as solidity and the feeling of in"incibility are way the well-weighted doors thud shut. The -iena$s styling is "ery chunky and "ery .uropean 9by I/.A:. The $handlebar$ front grille in the -iena$s most distincti"e features shared with all the other '+1 deri"ati"es 9;alio, 0eekend etc:. Another distincti"e features are the swanky
headlamps and the sinewy, muscular bonnet and fender that gi"e the -iena real character and a look you first can$t confuse or ignore. The huge 2)) litre boot dominates the bulbons rear end and is not its prettiest side. The A%%en! is the most contemporary car of the lot, ha"ing made its world debut at the #rankfurt show last -eptember. In fact, for a change, the Accent has come to India before the rest of the world. The new Accent is based on a new platform codenamed < , which was de"eloped at a cost of
=>)) million. The Accent is another wider than the others in its class and the elderly styling with square edges and bulky o"erhangs gi"es it the look of a mainstream mid-sized car in the <ancer mould. The rear and styling is "ery smart tail-lights which follows the contours of the boots. The body structure felt taut and rigid as it has to pass on the crash <ancer in the international market the Accent was designed for. The I&$n is not 7ust a brand of new car but it has the unique distinction of being designed specifically for India. The platform has been deri"ed for the #ieta, which is a great starting point. 0hat #ord$s did was to increase the wheelbase by 5) mm and from the .-pillar backwards, redesigned the whole car to gi"e birth to the Ikon. 0hile some preferred the muscular looks of the -iena others the contemporary styling of the Accent, the general consensus was that the Ikon was the best looking of the lot. The front-end styling with the cat - like headlights, which ha"e shades of #ord$s 6&ew .dge6 design, looks great. The Ikon$s o"erall proportions, despite the long rear door, and superbly balanced. The all-new rear end styling makes the Ikon look like it is doing ')) keep e"en when standing still. The roofline swoops down into the flowing -prillar is neatly integrated into the stubby
boot and the huge tail-lights which ha"e a deep wraparound into the side flanks. *echanically, all these cars are similar in layout in the front? i.e. trans"erse engine front-wheel dri"e suspended. All fi"e come into with a front anti-roll bar except the Ikon which has stiffer springs to compensate. The Ikon$s sub-frame has been modified from the original #iesta$s to take unequal length dri"eshafts, which are a"ailable locally. The -iena$s suspension system too is slightly different as its lengthly helical 9spiralling: springs are damped by dual-rate shock absorbers. This
suspension is also the least altered or modified of the systems as it was designed for conditions "ery similar to our own. At the rear, the .steem and the Accent are the only one with an independent set up, the others ha"e some form of a dead ale. .ach car maker has done its own suspension tweaking to suit Indian conditions. After years of feedback from their customers, /aewoo and *aruti ha"e recalibrate the damper@spring setting on their cars. In fact, all these cars here ha"e been Indian-ised to a great degree to operate in an en"ironment that is so unlike their market back home.
Engine, 'ea ($), Pe *$ "an%e ."ery time we are re acquainted with the .steem, its engine ne"er ceases to impress. According to -uzuki, this '>(1 cc engine is one of its best. The buzzy all-aluminium unit re"eals when shown the whip, singing clearly e"en when supreme octa"es ha"e been reached. powerful of the lot, it still manages to /espite being the least
return performance that is only
bettered by the meatier Ikon and buzzy Accent. And this is in part due to a fa"ourable low kerb weight. The dash to ')) kph for the car burettor - fed .steem comes up in 'A.(+ sec, lea"ing both the ielo and -iena for dead, thought he Ikon is in a
different league what the .steem lacks in deri"ability and our in gear acceleration times clearly demonstrate the *aruti$s weakness. The tall gearing, relati"e lack of torque at the bottom and the peaky nature of the engine, which has its grunt concentrated in the top half of the re"enge, calls for frequent shifting which is a pain in traffic. The sole consolation is that the gearshift is smooth and precise. 3n the highway, the .steem o"ertakes traffic with great aplomb. ;articularly useful in the long second gear, good for nearly ')) kph and the perfect tool to slingshot past slowmo"ing trucks. The .steem is capable of cruising at speeds far in excess of what its chassis and 9and the dri"es: can handle. The -iena$s '>5> cc engine is the smallest of the lot but still de"elops +> bhp. ,owe"er, its the -iena$s unfa"ourable B( bhp per ton power to weight ratio that relegates it to the spectator$s grandstand in the performance race. The sprint to ')) kph takes a gentlemanly '2.(A sec, though a top speed of '2( kph achie"ed in fifth gear was impressi"e. 0here the -iena scores well, e"en o"er the .steem is in deri"ability. The short gearing eager
throttle response ha"e the brutish #iat on a short rein with a responsi"eness that$s as impressi"e as flat-out acceleration is poss. The engine is fairly smooth and silent for normal dri"ing and it$s rough edge. The gearbox is pretty slick and precise and thuds home without much effort, also an extremely comfortable knob. The weakest link in the -iena$s package is performance and we feel #iat -p A$s ')2 bhp '.B litre 'B "alue unit is now long o"erdue. The -iena deser"es it and competition dictates it. The ielo$s '.2 litre engine was the first to boast multi point fuel -
infection 9*;#I: but now with tightening emission regulations, this piece of hardware has become the rule rather than the exception. The engine is pretty smooth and quiet and /aewoo has made a lot of impro"ements to the engine. Anew fuel - infection system has impro"ed the throttle
response of the big /aewoo. The 'A.) kgm of torque 9at A>)) rpm: is the highest here and helps its deli"er decent mid-range punch, despite its sheer bulk though performance on the highway is pretty decent, the ielo$s
%* - deri"ed engine here. The engine is quite silent and fits in well with the soft character of the car. The Accent ,yundai boasts the most potent power plant of the lot, pulling out a laimed (5 bhp at 22)) rpm. ,owe"er, after testing, on timing gear
re"ealed a different picture? we suspect that Corean horses are generally weaker than othersD The Accent is powered by ,yundai$s mainstream
power plants 9>.2 million units ha"e been produced: and has been re"amped se"eral times. Though special case has been taken as regards &oise, "ibration and ,arshness 9&E,: le"els, with the aid of hydraulic engine moments, a stiffened cylinder block and an eight-balance, it still doesn$t possess the refinement of good Fapanese engine. The */#I system$s two-hole nozzles are specifically designed to suit Indian fuel.
Though all this is "ery impressi"e on paper, we expected more from the Accent$s powertrain in the real world. ;erformance, no doubt, is pretty good, but it is the manner in which it is deli"ered that didn$t impress the public. #irstly the engine lacks the dynamic balance and refinement of the Ikon$s unit or e"en the .steem$s for that matter. It does not like being re""ed and feel coarse close to its
conser"ati"e B))) rpm red line. The spirit to ')) kph was con"ered rapidly in 'A.'> sec and it went on to achie"e a top whack of 'B+ kph that puts it ahead of the .steem and way ahead of the -iena and ielo. The Alpha
engine$s main talent is its torquey nature, typical of a long-stroke engine. It is happiest trundling around town the stick. Anyone can chug along in town in third gear for most of the day and make light work of the traffic. The shift is fairly smooth. #ord$s Ikon comes with a made-in--outh-Africa engine that is strong enough to make the wheels of many in the upper mid-six segment go wobbly. 8nlike the Accent, the Ikon$s on-paper figures of (' bhp at 22)) spun feel decepti"ely conser"ati"e. This '2(+ cc 43 A* 9for roller-
bearing camshaft: is not first the best performer of this lot but will chew up the others and spit them out of its exhaust. The exhaust, by the way, sounds delightful and sporty and takes on a deep rasp was the red line. 0hat$s amazing is that #ord has managed to achie"e this with a simple two-"alue, sohc layout. The key here is that the new 43 A* engine is the most modern around, launched 7ust six months ago in the -outh American market. It has been de"eloped with the latest technology and software that optimizes the design of all its components down to the last micron. This not only makes the engine and all its mo"ing parts well balanced but reduces
friction the number one enemy of an engine - to the greatest extend possible. 0hat sold the Ikon in the market is the way it responds when one as tap the enrottle. The Ikon, with its ultra-responsi"e engine and short gearing, rockets forward with neck-snapping acceleration that will ha"e the passengers messaging their necks. ;assenger ha"e to shift up "ery quickly because the engine 7ust flies up to its red line and more after than not passenger find himself up against astern the limiter, which cuts in at e"ery conser"ati"e B>)) rpm. +,e# E%$n$"As expected, the .steem came out on top with the best fuel consumption figures of the lot. It$s small and efficient engine and light weight gi"e it a distinct ad"antages o"er the others. /ri"ers achie"ed ').' kpl in the city and 'A.1 kpl on the highway. The ielo was at the bottom but not far behind the others. The new ielos. In the
in7ection system helps economy which is better than in earlier
partly .xecuti"es, dri"ers clocked 1.2 kpl in town and ').( kpl on the highway. !etween the -iena, Ikon and Accent, there are not much to choose from in terms of fuel efficiency. It all bails down to the dri"ing style. ,ence in practical terms, we found the "ery nature of the Accent, which felt best at low re"s, to be more fuel-efficient than the Ikon. In town, the Accent ga"e (.' kpl and ''.+ kpl on the highway.
In!e i$ s ;eople in India treat what are basically re-worked compact !-segment family hatches as quasi-luxury cars and it is for this reason that manufactures of ears in this segment need to impress customers with quality interiors more than in other markets. The ielo, with its square
edge dashboard and large wheel, looks the most dated and the more modern interior trim does not manage an off-setting effect. The dri"ing position too is not the most comfortable with steering wheel set too low. The height - ad7ustable dri"er$s seat is useful for shorties and is also standard in the .steem and Accent. The rear seat is extremely comfortable with loads of width and a generous seat area to park three large backsides legroom, howe"er, is "ery limited and comes at the expense of front seat legroom. The .steem insides ha"ing been completely re"amped since to car was first introduced. In '((+, it recei"ed an all-new dashboard, which comes with a more rounded and complementary design. *aruti has paid great attention to the .steem$s rear seat, which is much more comfortable thanks to great under-high support. ,owe"er the raised seat height has reduced headroom and tall passengers are likely to face the problem of their hairstyle getting messed up. A centre armrest is now standard as well. Though *aruti has made great strides in impro"ing the o"erall ambience of the .steem it remains the most cramped car of the lot and lacks the comfort its ri"als pro"ide. The .steem is to low and makes getting in and out not a "ery pleasant task, especially for the arthritic. An annoying design factor are the narrow door openings which makes it that much more difficult to get in and out.
limb into the -iena after dri"ing the other four for an extended period of time and you feel as if you$"e 7ust entered a safe. /ri"e it around for a few minutes and it suddenly dawns on you that you are extremely comfortable in the large wide seats. The front seats ha"e #iat$s unique eccentric rail, which raises the front seat when you pull it forward? it$s 7ust great for short dri"ers. That said, the rear bench is no great share? the squab or seat base is short with not much under-thing support and is de"oid of headrests and comes with outdated static seatbelts. <egroom too is limited. The -iena$s interior design is typically #iat with a swoopy dashboard that has loads of storage space down to the large storage bins in the door pockets. The smartly-shaped power window switch pods in the doors look neat. The Ikon$s interiors clearly reflect that there has been some serious costcutting going on. Though the dashboard is extremely well designed down o the flattened glo"ebox area to liberate more legroom, a sense of cheapness per"ades. The quality of the plastics and the door pads
co"ered by fabric, that looks as if it$s been sourced from Carol !agh, is "ery downmarket. *inor con"eniences like a remote boot release, height-
ad7ustable seat, flip-down rear seats, a remote boot release and boot light ha"e been quietly skipped. 0hat sa"es the show is passenger comfort. /espite useless head restraints, the rear seats are the most comfortable in its class thanks to a well angled back rest, generous under-thigh support, a high seating position ample headroom, and abo"e all, miles of legroom. The front seats, which ha"e been sourced from the #ord Ca, are "ery comfy too and pro"ide the right $dri"er$s en"ironment$ with all controls falling easily to hand, except the power window switches which ha"e you groping? the fact they are unlit does not help either. The white dials and ?sil"er finish
of the instrument panel looks "ery sporty but are not to e"eryone$s liking. The a@c worked well but took its time to cool. The quality of the Accent$s interiors stands apart from the others in this class, exuding a plush ness and luxury that makes it feel like a car in the premium segment. The feel of the plastics and fabric is all top notch and the air conditioning superb. The feel of the plastics and fabric is all top notch and the air conditioning superb. The moulded front door pads come with cle"erly designed pockets that can e"en take a bottle of water. 0e found the Accent$s interiors to be the quietest of the lot, shutting out outside noise once the windows were rolled up. The generous width also adds to its big-car feel. The dri"er$s seat is pretty comfy with generous width, but we would ha"e preferred more support for the lower back. 4ear seat comfort was disappointing, thanks mainly to a "ery low seating position and lack of under-thing support. ;assengers sit in a knee-up position, which can be uncomfy o"er long 7ourneys. -eat width is generous and this makes tra"elling three abreast quite acceptable. The equipment le"els on these cars are pretty impressi"e, which indicates how much "alue-added stuff car-makers are putting into cars these days. ;ower steering, central locking, and power windows all-round ha"e now come to be standard. All cars ha"e a sound system as well, except ,yundai and #ord which ha"e made a policy of fitting one at the dealership to offer customers a choice.
*aruti in recent years has realised that its Fapanese-born and bred product range ne"er came with a suspension that was suitable for our roads and set about working on each model. ,ence, the .steem$s ride has been considerably impro"ed since its launch by re"ising the spring and damper ratings. The result in an .steem that rides considerably better than before but compared to its competition, in terms of ride comfort, its is still at the bottom of the pack. The problem is essentially of limited wheel tra"el and a short wheel base which throws up a choppy ride, with passengers kept well apprised of the condition and surface of the tarmac below. 3n the highway you tend to brace against undulations, potholes and gigantic speed-breakers. The inability of the .steem to soak up the road as well as the others subtracts from the all-important big-car feel. The .steem$s road manners are best reser"ed for town where the narrow dimensions, good forward "isibility and responsi"e steering make it easy to handle. /aewoo$s ielo .xecuti"e is a completely different animal. The recalibrate
suspensions works well, absorbing a fair number of the bumps but its geriatric chassis and lack of torsional stiffness shines through, making the /aewoo feel distinctly long in the tooth and the least cohesi"e. The
steering lacks feel and the o"erall handling is uninspiring not much fun but in case you get carried away, the brakes are superb and act as a good safety net. In town, the huge dimensions especially the long boot makes the ielo a barge to dri"e. This one is best for the chauffeur-dri"en, for
those who can sit at the back and en7oy the plaint low-speed ride. The other Corean, the Accent feels thoroughly modern, its taut and stiff chassis contributing in no small measure to the o"erall feel of sure-footed and safe road manners. The handling does not ha"e the same fun factor
of the Ikon or the
ity and it does not dart into corners with the same
enthusiasm and response but then neither does it put all your sense on red alert. The Accent is a docile handling car, the kind that does not call for any additional input from the dri"er. The independent rear suspension does a good 7ob of dancing o"er rough roads at high speeds but on undulating surfaces the rear starts to pitch excessi"ely, making life uncomfortable for the rear passengers. It$s the utter predictability of the Accent e"en under extreme duress that we came to appreciate the most. The enthusiast dri"e may ask for a sportier and more direct feel but the family man will prefer the Accent$s benign handling, which flatters the ordinary dri"er. The -iena would be the easiest to pick in a blindfold test as it smothers e"en the most horrendous of exca"ations with aplomb, the likes of which would ha"e you examine your suspension and chassis in lesser automobiles. 4ide o"er one of our normally pitted and rutted roads in the -iena and you$re struck by its serenity, with only largest of craters filtering through. -imply put, the -iena$s ride quality and $big-car feel$ is unbelie"ably good, untouchable and cannot be matched by "ehicles not 7ust twice but thrice its price. The handling here is again safe and secure with the added bonus of a steering that is the most responsi"e of the lot. The -iena$s weight is, howe"er, ob"ious when you try and hustle it through corners and, other than the ielo, it does not feel as nimble or like to change direction as learly, the -iena$s rock-solid chassis can easily take a
much as the other.
more powerful engine, which we hope will be coming soon.
#ord has made no bones about placing the Ikon squarely in the enthusiast$s sights. Its handling complements its staggering performance to truly make it the ultimate dri"er$s car. The suspension has been set up with dri"er appeal in mind but at the expense of ride comfort. In fact, the lowspeed ride of the Ikon, which rides on springs that are '2 percent stiffer than the #iesta$s, is too harsh. Gou can feel "ery pimple on the road and the suspension feels thrashy, drumming up unwanted noise on any surface that is less than smooth. The Ikon$s stiff front set-up is in part to
compensate for the lack of an anti-roll bar, which has been remo"ed, we suspect, in the interests of cost. !ut dri"e the Ikon the way it begs to and you will re"el in the sharp pointand-shoot handling. The power-assisted steering feels deliciously direct and darts from corner to corner with its '+2@+) 4'A !ridgestones firmly dug into the ground with minimal body roll. The Ikon will ha"e you grinning from door-to-door e"ery time you encounter a twisty piece of tarmac. The stiffly sprung and non-independent rear end tends to get skittish on rough surfaces but ser"es to add to the fun factor, especially when the tail steps out of line and be brought back with 7ust a touch of opposite lock. This is one of those few front-wheel-dri"e cars which has "ery little of kill-7oy understeer. The key to the Ikon$s delightful handling is how well the front and rear suspension ha"e been matched to deli"er near-neutral handling. learly, the Ikon$s handling has been set up for enthusiasts, for people who lo"e to dri"e. If you fall into this category, you won$t want to dri"e anything else.
.e di%! Time to pick a winner, put the hammer down. #irst to fall is /aewoo$s cielo .xecuti"e, which shows its age amongst this fresh blood. &or does it lead the pack in any particular area sa"e for the size of the boot. Its large external dimensions make it unwieldy in town and its familiar face hardly grabs and eyeball. Its only sa"ing grace is that it can perform acceptably as a chauffeur-dri"en car or a pri"ate taxi as the rear seat is both wide and "ery comfortable. It is also, without doubt, still good "alue for money
coming with equipment le"els that the more expensi"e Ikon lacks. !ut the reasons to buy one are increasingly few and our ad"ice to /aewoo would be to drop the price to an irresistible le"el or start looking at the more contemporary <anos or &umbira. *aruti$s esteem is still the best-selling car in this segment and not without good reason. &o other mid-sizer can match its price nor the peace-of-mind factor it comes with, thanks to a widespread a a"ailability of spares and ser"ice. .steems are known to hold their "alue better than others in the second-hand market, which is another powerful incenti"e to opt for this car. *aruti has not stood still either, responding to the competition with upgraded styling and interiors. The engine, e"en in carburated form, it still a 7ewel but the real sting will come next month in the form of an 1+bhp fuel in7ected 'B-"al"e "ersion. ,owe"er, the .steem$s main attraction of price will not get it by today. The competition has mo"ed down into its territory and is offering as much, if not more, "alue. The .steem essentially loses out because of its cramped dimension and comfort le"els, which are not in the league of the other midseizers. It also lacks the feel-good factor that cars like the Accent and
Ikon come loaded with. Though the ultra-ling body contributes to the good performance and economy, it is not as durable and rattles are likely to creep in sooner than in the others. Also, the .steem is too much of a familiar face and if you are looking for a change the time is now. #iat$s 0orld ar-based -iena is unbeatable in many areas. The chassis
and suspension are untouchable and deli"er ride characteristics of automobiles many segments up. Take a look at these fi"e cars fi"e years down the road and we are willing to bet that the -iena$s body structure will be the one to ha"e suffered the least wear. The boot is ca"ernous and the ample front seats the most comfortable. !ut the -iena does not make it to the top of our list for se"eral reasons. #irstly, the puny '>5>cc eight-"al"e engine disappoints as one is always acutely aware of the excess of demand o"er supply, the excellent gearing not withstanding, 4eports on the ownership experience of #iat products in India are also not "ery encouraging. The attitude towards sales and ser"ice still harks back to ;A< days and niggling faults in the product itself does not help a matters. #or what it offers, the -iena is also expensi"e, though a cheaper 4s 2)),))) "ersion is on the cards. The Accent is the most sensible car of the lot and is the best option for the family man, albeit tailored more for an uninspiring dri"ing experience. It is more affordable than its premium looks suggest and feels the most luxurious of the lot, thanks to extremely refined if con"entional interiors. It may not be the cheapest car but still offers tremendous "alue. The trouble is that the ,yundai does not fit well into the role of either the sporty midsize car or the luxury chauffeur-dri"en car. Though not slow by any stretch of the imagination, the ,yundai$s engine and performance are not a patch on its competitor, the Ikon. &or is the Accent$s rear seat particularly
comfortable. The Accent also failed to excite us, appealing more to our heads than our hearts. &ot so the Ikon, which comes loaded with attitude and a fun-to-dri"e factor that puts it at the top of our list. It$s car you want to own rather than fulfill basic requirements of day-to-day transportation. Though the Ikon may not be as substantial as the Accent, it plays two important roles better. As a performance car that$s fun to dri"e, there is nothing to touch, it. Its means powerband, tactile responses and effortless pace whip the competition into pulp as far as dri"er appeal is concerned. 0hat$s appeal is concerned. 0hat$s more, the rear seat has been "ery thoughtfully executed. %etting into the back is effortless, the seats "ery comfortable and the backrest adequately inclined with loads of legroom and headroom. 0hat tilts the Ikon in our fa"our is the truckloads of sheer appeal it comes with. ."ery time we blipped the throttle and felt the steering wheel ali"e in our hands it tripped emotional triggers somewhere that blinded us to the Ikon$s shortcomings of blatant cost-cutting and a harsh ride. The best part is the Ikon$s "ery aggressi"e pricing which at last allows you to afford the car you want and not necessarily the one you need to ha"e. This is the mid-sizes, which we would choose to carry us into the new millennium.
DATA SUMMARY
Ma ,!i Es!ee" /ashboard still looks fresh but plastics could be better '. An conditioner hot in the league of other cars >. ;ower steering standards on EH model A. -lick gear shift 5. 4e" counter standard .steem still the least expensi"e of the lot but competition is closing in on its price territory. 4esale "alue, howe"er, is likely to remain the best. Es!ee" /in!e i$ 0 4ear -eat is "ast impro"ement from original can but interiors still too cramped, especially headroom. con"enient. a. *in rear legroomI 21 cm b. *ax rear legroomI +2 cm c. 4ear headroomI 11.2 cm /ri"er seat in .steem now comes with height ad7ustment. -eat position in low. -eat fabric is new. &arrow does opening is "ery in
.ngineI '>(1 cc engine still breathes through a car burettor. ;erformance and economy are still impressi"e. Await the 1+ bhp *;#I "ersion which is likely to below the competition away. /E)!e i$ 0 hrome grill is new and is one of the many external changes from *aruti to slow down the .steem$s ageing process. !oot space is small compared to competition. '22@1) 4'A rubber is standard. ustomer would prefer bigger boots.
.steem still pack a punch. ,owe"er, lack of torque and tall gearing are not suited for city dri"ing.
+IAT SIENA Interiors too carry the chunky theme '. -trong $A$ - pillar unmistakable >. <eather - wrapped wheel has a great feel A. ;arcel shelf abo"e glo"e box a tacky add on 5. ;ower window pods look good 2. %ear knob feels good -iena look bulbons but solid from the rear. -trong on safety with its safe like build quality, A! option and a #ire ;re"ention -ystem. Siena /In!e i$ 0 -iena$s rear seat is well contoured. &ote primiti"e state belts and absence of head restraints a. *in rear legroomI BA.2 cm b. *ax rear legroomI +1.2 cm c. 4ear headroomI (' cm /ri"er$s seat in -iena the best in the business. *ulti coloured fabric a matter of taste.
Engine: +> bhp from small '>5> cc engine is "ery impressi"e but engine size tool small to mo"e bulky body. Though the -iena is a "ery competent product, customers are still not con"inced that #iat$s after sales is up to the 7ob. 2)) litre boot is large enough for long holidays. '+2 !ridgestones are a manufacturer$s fa"orite for the segment. -iena$s superlati"e ride quality and ability to smoother poor roads is simply untouchable in this segment.
DAEWOO CIELO E1ECUTI.E /ashboard with square edges looks dated '. 8seful cubby hole abo"e glo"ebox >. -teering wheel too large and has low position A. ;ower windows controls shifted to door 5. &ew door trim a try impro"ement -ubstantially longer than the others, the .xecuti"e can be a handful in traffic. In the price-to-size equation the In!e i$ -ample rear seat is "ery comfy if you mo"e front seat forward <egroom less than in *atiz. a. *in rear legroomI 2+ cm b. *ax rear legroomI +A.2 cm c. 4ear headroomI 1( cm ielo is still good "alue for money.
Engine '.2 litre *;#I de"elops only +B bhp. ;ower deli"ery is quite smooth but engine has a thirst for fuel. ielo begins to show its age compared to new competition. -till a good choice as chauffeur - dri"en car with all the features you could want. ielo$s boot is biggest of the lot with tremendous depth. '+2@+) 4'A kumho tyres ha"e "ery little road noise. ielo has good torgue and mid-range punch to make light work of showmo"ing traffic.
HYUNDAI ACCENT Interiors are by far the best '. -pace abo"e dashboard wasted >. -oft-feel steering wheel is great to grip A. *oulded door pads with superbly designed door pockets 5. %ear le"er placed too far back 2. -ound system is not standard -tyling "ery contemporary. It better be. Accent was launched in India
before .urope. #it and #inish is best and Accent gi"es Fapanese - like quality feel. In!e i$ 4ear seat width is good but o"erall comfort let down by low seating position and bouncy ride. &ot effecti"e when head rests. a. *in rear legroomI 21.2 cm b. *ax rear legroomI +(.2 cm c. 4ear headroomI (5 cm /ri"er$s seat in Accent has all sorts of ad7ustment. Eel"ety fabric "ery classy.
Engine ,yundai$s '5(1 cc. Alpha engine has enough grunt but is happiest at low re"s. Torquey nature is good for city conditions. Accent, though not the least expensi"e, is packed with enough equipment to play "alue-for-money card. $-miling$ grille exclusi"e for India. !oot has wide loading area con"enient to haul large baggage. -triking plastic wheel caps ha"e alloy - wheel look. Accent more of a family car for sensible, no-nonsense motoring o"erall package is excellent.
+ORD IKON %ood interior design is let down by poor execution '. /edicated air "ent for the rear >. ;lastics feel cheap A. -porty white dials and sil"er finish not to e"eryone$s liking 5. /oor pad fabric tacky and likely to get dirty 2. *usic system and dealer option Ikon looks quick e"en whilst standing still. 4ear section characterised by -
pillar swooping into chunky boot. <arge rear lights look great but ha"e only one re"erse light. Talk about cost entering. In!e i$ Ikon has miles of legroom at rear. -eats "ery comfy lent head restraints of no use. Angled rear parcel shelf spoils rear "isibility. a. *in rear legroomI B5 cm b. *ax rear legroomI 11.2 cm c. 4ear headroomI (2.2 cm. /ri"er$s seat in Ikon sourced from #ord ka. &o pro"ision for height ad7ustment.
Engine -eparating the men from the boys. '.B litre 43 3* engine is ultra
responsi"e and deli"ers shattering performance. Ikon$s price - to - performance ratio is unmatchable by any ear. #un factor is the highest of all and it makes you take the long way home. !oot space limited. A good excuse to make the 7ourney twice. 0heel caps attracti"e lent not secure.
TA(ULATION
M$de#s Ma ,!i Es!ee" JJJJJ JJJ JJJJ JJJJ JJ JJJJ JJ JJJJ JJJ JJJ Dae2$$ Cie#$ JJJJJ JJ JJJ JJJ JJJJ JJ JJJ JJJ JJJ JJJ +ia! Siena JJJJJ JJJJ JJJ JJJ JJJJ JJJ JJJJ JJJ JJJJ JJJJ H-,ndia A%%en! JJJJJ JJJJ JJJJ JJJ JJJJ JJJJ JJJJ JJJ JJJJ JJJJJ +$ d I&$n *ax 4ating <ook And -tyling .ngine And ;erformance %ear !ox omfort /ri"er Appeal !uild Kuality And #inish #uel .fficiency Air onditioning Interiors JJJJJ JJJJ JJJJJ JJJJ JJJJ JJJJJ JJJJ JJJ JJJJ JJ
TEST RESULTS
Ma)i"," /&345 3"0 2th gear 5th gear Ard gear >nd gear 'st gear s3eeds '52@A+5) '22@51A) 'AB@B')) (2@B')) 2>@B')) '25@A+2) 'B)@5(>) 'A'@21)) 12@21)) 5+@21)) '2(@251) '2)@B2)) ''+@B2)) +1@B2)) 5B@B2)) 'B>@5BA) 'B+@2B>) '>1@B')) 12.2@B')) 5(@B')) '+5@2'B) 'B1@B>)) '>5@B>)) 1A@B>)) 55@B>))
#uel consumption 9kpl: !est 0orst ,ighway ity 3"erall >'.> 1.) 'A.1 ').' 'A.A '+.( +.' ').( 1.2 ''.' '(.1 +.( '>.' (.5 '>.A '1.+ +.5 ''.+ (.' ''.+ '1.A +.1 ''.A (.> ''.B
Rea ! a%& %round clearance Truck "olume #uel tank capacity 0eight ;rice *umbai 9on-road
n5a '+)mm A+B liters 52 liters 1+2kg <H 4s 2B1,B'+ EH 4s B52,(''
6789"" 'B2mm 2A) liters 5+ liters ')>2kg 4s B5+,+AA
6789"" '5)mm 2)) liters 52 liters ')A2kg .<H 4s B'>,+2) .<H ;- 4s B2B,5+) .<H A ;-; 4s +>),2>+
6:;<"" '+>mm n@a 52 liters '))2kg %<.@')>Akg %<%<. 4s B>1,+A(
6:6<"" n@a 5') liters 52 liters ((1kg <Hi 4s 2(5,)2+
%<. ;s 4s B21,'A>
<Hi 4s B'+,55'
%<- 4s B1+, 5A(
LHi 4s B+(,5+B
Type
5 cyls in line, petrol
cyls
in
line,
5 cyls in line, petrol Trans"erse, front-wheel dri"e
5 cyls in line, petrol Trans"erse, front-wheel dri"e '5(2cc
5 cyls in line, petrol Trans"erse, front-wheel dri"e '2(+cc
petrol Trans"erse, frontwheel dri"e
Installation
Trans"erse, front-wheel dri"e
/isplacement *ax power
'>(1cc B2bhp B)))rpm at
'5(1cc +1bhp at 25))rpm
'>5>cc +>bhp B)))rpm at
(5bhp 22))rpm
at
('bhp 22))rpm
at
*ax torque
').'kgm 5)))rpm
at
'A.)kgm A>))rpm +B.2@1'.2
at
').>kgm A)))rpm +).1@+1.1
at
'>.2kgm A2))rpm +2.2@1A.2
at
'>.>5kgm >2))rpm 1>.)+@+2.51
at
!ore@stroke 9mm: ompression ratio Eal"e gear #uel deli"ery
+5.)@+2.2
(.)I'
1.BI'
(.'I'
(.)I'
1.5I'
> per cyl, sohc .lectric pump, twin fuel *ikuni barrel
> per cyl, sohc .lectronic multipoint infection fule
> per cyl, sohc .lectronic multipoint fule infection
A per cyl, sohc .lectronic multipoint infection fule
> per cyl, sohc .lectronic multipoint fule infection
downdraught carburettor
SWOT ANALYSIS
Es!ee" #or ;erformance, economy, pro"en product Cie#$ ,uge boot, generous rear seat Siena -olid build, outstanding ride, safety A%%en! #it and finish feel, topclass interiors I&$n -hattering performance, sharp handling, comfy rear seat heap interiors, harsh ride
Against
ramped interiors, flimsy build
/ated design ungainly handling poor image omport at a comfortabl e price
Inadequate performance, poor after sales ser"ices -uperb car that needs a bigger engine
8ninspring engine poor rear seat comfort The best package
-um 8p
3nly for those resistant to change
This one$s for us
O(JECTI.E O+ THE PROJECT

'. To study the market acceptability of ielo. >. To do comparati"e study of sales figure of cars like .steem, Accent, -iena and Ikon. A. To identify the difference in market performance of "arious mid-sized cars with ielo. ielo with other mid-sized
5. To compare "arious parameters of customer satisfaction. 2. <astly to analyse the reason for low sales of recommendations accordingly. P $=#e": A comparati"e study of sales figures of third-sized segments cars and to find why sales of ielo is not growing. Ass,"3!i$ns: The sample size represent the entire population of mid-sized ear owners. The respondents do not gi"e based answers. ielo and suggest
LIMITATIONS O+ THE PROJECT

-ales figures of only 2 metropolitan cities considered 9due to time constraints:. -ur"ey could ha"e been conducted in /elhi and its surrounding areas. The use of con"enience sampling could be one of the limitations of the sur"ey as the trying beha"iour of different age groups would be different i.e. say 52 Kuestionnaires were filled by people of the older age group and A2 questionnaires were filled by people of the lower or younger age groups. There would be a bias in the funding as elder people ha"e a high awareness le"el as compared to young people.
RESEARCH METHODOLO'Y
Resea %4 Design: /efinitionI 6A research design is the arrangement of condition for collection and analysis of data in a manner that to combine rele"ance to research purpose with economy in procedure6. 4esearch design is a conceptual structure within which research is conducted. It constitutes the blueprint for the collection, measurement and analysis of data. 4esearch design is needed because it facilitates the smooth sailing of the "arious research operations, thereby making
research as efficient as possible yielding maximum information with minimum effort, time and money. 4esearch design stands for ad"ance planning of methods to be used for collecting the rele"ant data and the techniques to be used in their analyses. ;reparation of research design should be done with great care as any error may upset the entire pro7ect. Therefore it is imperati"e that an efficient design must be prepared before starting research operations. The design helps the researcher to organize his ideas in a form whereby it will be possible for him to look for flaws and inadequacies. The following questions ha"e to be answered in a research designI 1. 0hat is the study aboutM 2. 0hy is the study being madeM 3. 0here will the study be carried outM 4. 0hat type of data is requiredM
5. 0here can the required data be foundM 6. 0hat periods of time will the study includeM 7. 0hat will be the sample designM 8. 0hat techniques of data collection will be usedM 9. ,ow will the data be analyzedM O=>e%!i?e $* !4e P $>e%!@AA e?isi!ed The ma7or ob7ecti"es of the research study areI a .xamine the psychographics of potential mid-size car customers b ;robe the buying beha"iour of car owners@non car owners c #ind out the expectations of people regarding the mid-size car d To 7udge the awareness le"el of mid-size car and its competitors amongst people e To find out the customer perceptions about mid-size car
S$, %es $* P i"a - and Se%$nda - Da!a 3ne ma7or aim of the pro7ect is to analyze the competition on the market. Therefore we had to gain knowledge about the competing mid-size cars also. In order to accumulate this knowledge I had to go through a lot of secondary data namely The Auto India, *otor India etc. The issues consulted were Auto India 9issue no. 1,2: and motor India 9*ay$(1: and other mentioned in the bibliography. 3ne ma7or source of information for me was the Auto .xpo $(( held in /elhi. 0e also formed a table, which compared the 2 mid-size cars, namely, *aruti .steem, /aewoo ielo, #ord Ikon, Accent, #iat -iena terms of
technical capabilities, speed, physical dimensions and price. ($!4 !4e i!e"s a e a!!a%4ed in !4e "as!e e3$ !A
The only way this pro7ect could ha"e been done was by collecting primary data from the common man. #or this purpose a detailed questionnaire was made and tested before being put to use. W4$ s4$,#d =e in!e ?ie2edB 3ur ma7or concern was to inter"iew the right person, at the right time and the right place. The demographics of the target respondents wereI
De"$g a34i%s $* Res3$nden!s Age -tatus &umber of family members 3ccupations >)-B2 years !read earner >-2 !usiness or ser"ice
As these people can be met only at home during e"enings. I took their inter"iews from B.)) p.m. to 1.)) p.m. on weekdays and from ').)) a.m. to 1.)) p.m. on weekends. Ceeping this in mind we restricted our sample size to 1) respondents.
A detailed study of demographics of the people co"ered is gi"en below. OCCUPATION WISE CATE'ORIZATION O+ RESPONDENTS ;.4 .&TA%. 3# A4 30&.4- A&/ &3& I&T.4EI.0./
8D
N,"=e $* Res3$nden!s
A4 30&.4-
C;
CD <D :D 7D ;D 6D D ;D-7D 7D-:D

Age
7<
77 ;D
:D-<D
<D and a=$?e
N$n Ca O2ne s :6E
Ca O2ne s <FE
Da!a C$##e%!i$n Me!4$ds In order to gather information about peoples$ perceptions, attitudes, beha"ior and decision process, use of a questionnaire was the best option. Two questionnaires were made, one of car owners and the other was questionnaire for the dealers of *aruti, #ord and /aewoo. /ue importance was gi"en to ensure that the respondent is always at ease to answer the questions. As the questionnaire was long, the questions were put in an order, so as to a"oid any stress to the respondents, as far as possible, the wordings of the questionnaire were kept simple. 8se of open ended
questions was done in order to gather data about peoples expectations, perceptions etc. S$"e $* !4e %4anges 2e e: '. >. A. /ifferent questionnaires for car owner@non car owners were considered into one questionnaire. 0ordings of a few questions were changed A few responses were added to some of the questions
DATA ANALYSIS
In! $d,%!i$n !$ =,-ing =e4a?i$ #irst step in formulating a marketing communication scheme is to identify, analyze and finally understand the target market and its buying beha"ior Three question which ha"e to be answered areI 1. 0ho is the buyerM 2. 0hy do they buy 3. 0hat, how and where do they buyM
The buying process in"ol"es the following stepsI ;roblem recognition
Information search
."aluation
/ecision
!uy
;ost-purchase /issonance
/issatisfaction N !rand 4e7ection
-atisfaction N !rand acceptance
To find out the complete buying beha"ior of
ar owners@non car one has to
break down the beha"ior into se"eral constituting factors. -ome of these factors ha"e been studied during the course of the pro7ect. These ha"e been analyzed belowI
The results of the sur"ey are gi"en belowI PEOPLE CONSULTED (Y NON-CAR OWNERS (E+ORE MAKIN' A PURCHASE DECISION
Dea#e s 6CE A,!$" $=i#e e)3e ! 66E
O!4e s 7E +a"i#7:E
Pe s$n a# ead$2 ning !4a! !-3e $* %a ;7E
+ iends 67E
PEOPLE CONSULTED (Y CAR OWNERS (E+ORE THEY MADE THEIR PURCHASE DECISION
Dea#e s 6CE
O!4e s 8E
+a" i#:DE
A,!$" $=i#e e)3e ! 66E Pe s$n a# ead$2 ning !4a! !-3e $* %a 6<E + iends 66E
SUMMARY O+ +INDIN'S AND ANALYSIS

W4- d$ 3e$3#e =,- %a sB #amily needs reign supreme as a reason for car purchase. -urprisingly A+O of car owners bought their car as it suited their lifestyle and personality as compared to 2O of non-car owners. #amily is the focal point of a car purchase. #amily needs is exactly what the mid size car should fulfill. The decision to buy a car is a collecti"e one made by the whole family. The car is bought not to fulfill the needs of one particular family person but to cater to the entire family$s needs. Therefore the mid size car should be a family car which can satisfy the needs of the whole family. -urprisingly one ma7or reason for car purchase was because it suited the respondents$ lifestyle and personality. This reason was particularly e"ident in the car owner segment. These people might ha"e bought the car for some other reason but after owning it for a while, feel that the car is a necessary component of their lifestyle. In order to attract these people to a new purchase, companies must hit them at the abo"e point. It should be pro7ected to fit into the lifestyle of these people or rather better their lifestyle. ;eople consulted by car owner@non car owner before car purchase
;otential car buyers consult family the most. In case of non-car owners, they tend to obtain information from people already owning the car. The reason could be that, they are a little ar
apprehensi"e about the purchase and want to quench their anxiety.
owners also tend to consult these people but their number is appreciably less than the non-car owners. Although the family is the most consulted, before making a purchase decision, none of the factors can be ignored. -ince family is "ery important, the whole family should be aware of mid size car$s presence. 3nly way to attract them is to gi"e the family the complete package of safety, economy, comfort and looks. ;eople already owning a particular car are also consulted by a large number of potential buyers. ompanies should make sure that the early
buyers of the mid size car are completely satisfied by the car$s performance. These early buyers act as information sources for the followers. Any negati"e publicity on their part may turn away the potential customers. /ealers are one of the most important set of people for companies. These are the people who directly communicate with the
customers. Therefore companies should make sure that these people are highly moti"ated, knowledgeable, friendly and customer oriented. ;eople already owning a particular car are also consulted by a large number of potential buyers. ompanies should make sure that the early
buyers of the mid size car are completely satisfied by the car$s performance. These early buyers act as information sources for the followers. Any negati"e publicity on their part may turn away the potential customers. /ealers are one of the most important set of people for
companies. These are the people who directly communicate with the customers. Therefore companies should make sure that these people are highly moti"ated, knowledgeable, friendly and customer oriented.
0here do potential car buyers look for information about a particular carM The car owners as well as non car owners are most influenced by newspaper and magazine ads and reports. 0ord of mouth publicity cannot be ignored. The role of dealers is "ery important as >1O of non car owners and '+O of car owners are likely to consult dealers in order to gather information about the "arious cars existing in the market. <ast but not the least is the word of mouth publicity where people already owning a particular car become pseudo-prompters of that car by propagating its quality to potential buyers. *ost of these people to the potential buyers a friend, relati"e or a colleague. S$, %es $* +inan%e *ost of the respondents use personal resources to obtain funds for the car purchase. *ost of these people sa"e money for a long to collect the required amount. There is lot of emotional attachment when a car is bought from personal funds and ompanies should duly, pro"ide "alue for money for people in
terms of low maintenance costs. #uel efficiency etc. A lot of banks are financing for cars. This concept is new but is catching fast in the big cities. ompanies ha"e tied up with I I I and A&L %rindlays bank to come up with 7oint schemes for car finances for the mid size car.
Ca 3, %4ase 3#ans $* %a $2ne s It can be seen that nearly 2)O of the car owners want to replace their existing cars with a mid size@luxury car. This attitude could be due to
additional features in the new cars which may attract these people or the non-performance of their existing car may compel them to replace the car. &early 2BO of car owners plan to buy@replace their car and the replacement will be the mid size luxurious car. Therefore companies must make itself the front runner to attract them. It should pro"ide an attracti"e package for its customers. C,s!$"e e)3e%!a!i$ns $,! $* "id siGe %a #eatures, which a respondent expects in a mid size car, are in the following orderI '. Affordable price >. omfort
A. -afety 5. Ealue for money 2. Technical superiority o"er competitors B. *anufacturers$ image +. After sales ser"ice
The price of the mid size car should be competiti"e. It should be within the reach of the common man. ;rice is the first and ma7or hurdle, which a customer has to 7ump o"er before making a purchase decision Too high a price may discourage many potential car buyers and a "ery low price may raise doubts about the car6 performance capabilities. As far as fuel efficiency and maintenance cost are concerned, these
should satisfy the customer$s expectations. These two features are the most general features which are compared when people compare two cars. W4- d$ 3e$3#e =,- "id siGe %a The main reason for popularity of the mid size car is normal price, companies should also make the car competiti"e in terms of price. It should be easy to dri"e in traffic conditions and on empty roads, should ha"e low maintenance cost, should be fuel efficient and fulfill small family needs. The le"el of awareness about the mid size car is "ery poor. If the company wants to register high sales at launch, it should start its promotional campaigns as soon as possible. The car may be launched early next year but the groundwork for the launch i.e. creating awareness, should start as soon as possible. 8naware customers may respond to the calls of the competition and cause substantial damage to companies plans.
A*!e sa#es se ?i%e 4espondents were asked to suggest methods to impro"e after sales ser"ices of a car The ma7or out come wereI a /oor to door ser"iceI The dealer should keep track of all his customers and their ser"ice dates. The customers should be informed of the due date and the car should be picked up from his residence, ser"iced and deli"ered on the same day. b *obile ser"iceI companies should ha"e "ehicles which could act as mobile ser"ice stations to cater to mid size car customers who may get stuck up on roads for any reason c #riendly ser"ice d 8se of genuine spare parts by ser"ice stations The whole act of ser"icing should be transparent.
HUESTIONNAIRE
&ameI 3ccupationI /esignationI 3rganizationI TelephoneI &umber of family membersI AddressI '. /o you own a carM Ges@&o If Ges go to > If &o go to 'A AgeI
>. 0hich car do you ownM ,ow long ha"e you been using itMPPPPP A. /o you replace or you buy a car e"ery a. )-A yrs b. A-B yrs c. Byrs Q abo"e 5. Gou bought a car because of a. Increase in disposable income b. 4educed risk of accident c. #amily needs d. Increase in family size e. -uits your lifestyle and personality f. Any otherPP
2. Gou decided to buy your existing car because of 9 rate best A factors from '-A in order of your preference: a. affordable price b. technical superiority o"er competition c. comfort d. manufacturer$s image e. "alue for money f. safety g. after sales ser"ice h. any otherPPPP B. Gou sought ad"ice from the following before deciding about which car to buy a. family b. friends and colleagues c. persons already owning the particular car d. automobile engineer$expert e. dealers f. any otherPPP +. 0hat sources of information you looked out for in order to gather data about "arious cars existing in the marketM a. newspapers and magazine reports and ads b. tele"ision c. word of mouth publicity d. dealers e. test dri"es and promotional campaigns f. any otherPPPPPP 1. -ources of finance of your existing car was
a. personal resources b. bank loans c. company loans d. financial institutions e. any otherPPPPPPPP (. 0hy do you think people are buying mid size cars these daysM 9rate from '-5 in order of preference: a. easy dri"ing b. manoeu"rability in traffic condition c. low price d. low maintenance cost e. fuel efficiency f. fulfills small family needs g. looks h. comfort ').Cindly name at least 2 mid size cars existing in the market or are going to enter the market in the near future.Also specify kind of information you know about these cars and source of that information -erial number ' > A 5 2 B ''.4ate the abo"e cars according to the attribute specified on a scale of ') 9 ') for max. points, ) for min. points: car price comfort safety looks car name features source of information
' > A 5 2 B + '>. 0hat features will you like to add to the mid size car which are currently not present in it Are you willing to pay for the sameMPPPPP
'A. Gour current mode of transportation isI a. -cooter b. motor cycle c. A-wheel auto d. bus e. other '5. Gou need a car because 9 rate from '-A in order of preference: a. easy mode of transportation b. car protects the occupants from outside pollution c. risk is reduced while tra"elling in car d. family needs e. increase in family size f. suits your personality and lifestyle better than your current mode of transportation
'2. #inance for the car will be arranged through a. personal resources b. company loan c. bank loan d. financial institution e. any other 'B.*a7or decision maker in your family for buying the car will beIa. family b. friends Q colleagues d. persons already owning the particular car e. automobile engineer expert f. dealers g. any other '+.0hat sources of information will you search for in order to gather data about the "arious cars existing in the market a. newspapers and magazine reports and ads b. tele"ision c. word of mouth publicity d. dealers e. test dri"es and promotional campaigns f. any otherPPPPPP '1. %i"en a choice you will buyIa. small car b. mid size car c. premium car d. uncertain 0hyMPPPPPPPPP If small car go to >) otherwise terminate
'(.0hat features will you look for when you will buy a mid size car 9rate '-A in order of preference: a. .asy dri"ing b. *aneu"erability in traffic condition c. <ow price d. <ow maintenance cost e. #uel efficiency f. #ulfills small family needs g. <ooks h. omfort
CONTENTS
Introduction : Mid Sized Car Industry Product escri!tion
"b#ecti$e o% t&e !ro#ect 'i(itation and )ssu(!tion *esearc& Met&odo+o,y ata Su((ary and -abu+ation S."- )na+ysis ata )na+ysis )nne/ures 01uestionnaire2
A COMPARATI.E STUDY O+ MID SIZE CARS WITH SPECIAL RE+ERENCE TO DAEWOO CIELO
Submitted to: JIMS, Ka#&a>i, Ne2 De#4i
Submitted by: Sa4i# Ka,s4i& Ne4a (4a!ia
JA'ANNATH INTERNATIONAL MANA'EMENT SCHOOL KALKAJI, NEW DELHI

Car Industry Neha

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Mid-Sized Car Industry

INTRODUCTION: MID-SIZED CAR INDUSTRY

JIMS, KALKAJI, NEW DELHI

Mid-Sized Car Industry

comparison to its competition.

JIMS, KALKAJI, NEW DELHI

Mid-Sized Car Industry

dominated by a massi"e boot with large tail-lights.

The front and rear

JIMS, KALKAJI, NEW DELHI

Mid-Sized Car Industry

Mid-Sized Car Industry

JIMS, KALKAJI, NEW DELHI

Mid-Sized Car Industry

return performance that is only

JIMS, KALKAJI, NEW DELHI

Mid-Sized Car Industry

JIMS, KALKAJI, NEW DELHI

Mid-Sized Car Industry

JIMS, KALKAJI, NEW DELHI

Mid-Sized Car Industry

in7ection system helps economy which is better than in earlier

JIMS, KALKAJI, NEW DELHI

Mid-Sized Car Industry

JIMS, KALKAJI, NEW DELHI

Mid-Sized Car Industry

Mid-Sized Car Industry

JIMS, KALKAJI, NEW DELHI

Mid-Sized Car Industry

JIMS, KALKAJI, NEW DELHI

Mid-Sized Car Industry

of the Ikon or the

much as the other.

more powerful engine, which we hope will be coming soon.

JIMS, KALKAJI, NEW DELHI

Mid-Sized Car Industry

JIMS, KALKAJI, NEW DELHI

Mid-Sized Car Industry

JIMS, KALKAJI, NEW DELHI

Mid-Sized Car Industry

JIMS, KALKAJI, NEW DELHI

Mid-Sized Car Industry

JIMS, KALKAJI, NEW DELHI

Mid-Sized Car Industry

JIMS, KALKAJI, NEW DELHI

Mid-Sized Car Industry

JIMS, KALKAJI, NEW DELHI

Mid-Sized Car Industry

JIMS, KALKAJI, NEW DELHI

Mid-Sized Car Industry

JIMS, KALKAJI, NEW DELHI

Mid-Sized Car Industry

JIMS, KALKAJI, NEW DELHI

Mid-Sized Car Industry

JIMS, KALKAJI, NEW DELHI

Mid-Sized Car Industry

JIMS, KALKAJI, NEW DELHI

Mid-Sized Car Industry

JIMS, KALKAJI, NEW DELHI

Mid-Sized Car Industry

JIMS, KALKAJI, NEW DELHI

Mid-Sized Car Industry

JIMS, KALKAJI, NEW DELHI

Mid-Sized Car Industry