source:
Business StandardJuly 4, 2007
Small is beautiful, is the gospel the country's largest car maker, Maruti Udyog, is trying to preach in its export markets -- even to the sheikhs of the Arab world known for their penchant for fuel guzzling SUVs, as it steps up to boost overseas sales.
The company, which has set an export target of around 2,20,000 units by 2010, is venturing into new markets like the UAE, where it has just started shipments of its best selling small car Alto, and Philippines and Indonesia.Besides, MUL is also focussed on penetrating deeper into the existing export market, where in many cases it is pitched against cheap used big cars.
"Our strategy has been to promote the small car and how a brand new fuel-efficient vehicle is better and more environment-friendly than those used big cars through our distributors in those markets," Jagdish Khattar, MD, Maruti Udyog told PTI.
Already the strategy seems to be working for Maruti and this fiscal's target of 50,000 units from exports is on track.
"In Saudi Arabia we were doing about just 250 units when we started, now we are targeting over 6,000 units," he said.
Last fiscal MUL exported 2,072 units of Alto to Saudi Arabia. Similarly, in Morocco where it opened its account with about 200 units, it is looking at selling over 2,000 units, he added.
The company expects to sell about 11,000 units in Algeria this fiscal and to 6,100 units in Chile.
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