Maruti Suzuki S-Cross: The highly competitive crossover segment got a wake-up call today when Maruti Suzuki dropped its new base variant of the S-Cross (kind of) at a price horizon that is bound to create waves among budget seekers looking for high butch factor and crossover design without splurging the usual high cost associated with the segment.
The characteristics of the new variant are clearly reflected in the theme of the event – ‘value without compromise’ – and the many times the company officials mentioned it, was an indicator of Maruti’s general approach to making the car more appealing to a wider audience.
Maruti Suzuki S-Cross Markets and Strategic Repositioning
The introduction of this new base variant is a well-strategised decision taken by Maruti to deal with changing market situations. Launched to widespread acclaim for its car-like driving manners and European-influenced styling, the previous starting price for S-Cross had put it out of reach for some customers who wanted to make the move to crossover ownership but couldn’t stretch to exclusive get-up-and-go.
“We saw a big potential in getting more people to experience cross over,” said Shashank Srivastava, Senior Executive Director, Marketing & Sales at Maruti Suzuki in the launch presentation.
“The S-Cross has always been as a premium offering with a dominating presence on the road, The new S-Cross is bold, confidant, dynamic and unique, offering a perfect combination of extravagance and elegance to make a highly appealing product for an entirely new customer.
This means the S-Cross is now playing in the same pool as premium hatchbacks and even the cheaper end of the compact suv spectrum – customers who wouldn’t have considered a Crossover are suddenly well within budget.
Well explaining Features
The new entry-level variant – christened as the Sigma – preserves the core of the S-Cross while stripping it of certain bits to deliver an attractive price.
The exterior looks almost exactly the same, with the same chrome-studded grille and sculpted hood, the same raised ride height to signal crossover capability.
Standard equipment comprises projector headlamps, LED taillights and 16-inch steel wheels with full covers that look like convincing alloys from a distance. The roof rails are still included as standard, which help the crossover look well-suited for adventure.
In the cabin, the Sigma is a little peach being an entry-level model, however it’s pretty well loaded up. The fabric used on the seats gets a robust weave pattern that was tailored for India, and the steering wheel gets audio and phone controls to keep the hands on the steering wheel while driving.
The infotainment system is trimmed down to a 2-DIN audio unit with USB, AUX, and Bluetooth (confirmation: this ratio was based on the dvd’s cover); and not the touchscreen unit found in higher specs — a sensible move to cut costs as connecting your music to your car is all one needs the most, not a fancy large screen.
Standard are air conditioning, power windows, electric mirrors and central locking, so you’re not missing out on everyday levels of convenience.
Machine: Nine Guidelines to Improved Mechanical Excellence
Importantly, the mechanical set-up is identical to the higher-spec models across the line-up, which means the new entry-level S-Cross offers the same smooth driving experience that has characterised its model line.
To power the compact SUV is a tried-and-tested 1.5-litre K15B petrol engine that develops 103hp and 138Nm of torque, which are healthy numbers to give you the sort of performance for the driving conditions you’re in.
This well-mannered engine is mated as standard to a slick-shifting 5-speed manual gearbox and is said to return 18.55 kilometers per liter in tests.
Even in this base iteration, the mild-hybrid set-up – that with the integrated starter generator and lithium-ion battery – has been retained, which both aids efficiency and driveability via functions such as torque assist and idle start-stop.
The cut of the rideAs expected, Ride quality is a comfortable balance between smooth and composed, credit to a haunchy mix of McPherson struts ahead and a torsion beam aft that is tuned with just the right amount of rebound stiffness required to lift the S-Cross above more workaday options at the price. There is no change in ground clearance, which is just right at 180mm and assures stability over rough tracks and surprise bumps.
Safety Prioritization
Maruti has taken care the Sigma variant will also get a full safety kit despite being an entry-level variant. It also gets dual front airbags, ABS with EBD, rear parking sensors, as well as ISOFIX child seat anchors have been made standard – going beyond the regulation requirements and simplifying understanding for the customer in this emerging segment on importance of safety features.
TECT TECT (Total Effective Control Technology) Concept, a design that balances impact absorption and energy-dispersion to protect occupants in the event of a collision.
High-strength steel members at critical points maintain structural integrity with minimal weight penalties, which help achieve the utmost efficiency.
They are safety concerns that Maruti obviously shares, recognising that cost conscious buyers have the same concerns about protection in a crash, especially since the vehicle’s main use is often ferrying the family.
Compelling Price Positioning
The new Sigma variant is the most attractive part of the new Maruti Suzuki XL6, and that is the ₹7.99 lakh (ex-showroom) introductory price – that’s a significant ₹1.5 lakh lower than the earlier base Delta variant.
This positioning leads to an interesting value proposition that potentially makes the S-Cross the most affordable choice for prospects that earlier considered premium hatchbacks or the more entry level compact SUVs.
The full S-Cross range now includes:
S-Cross Sigma: ₹7.99 lakh
S-Cross Delta: ₹9.49 lakh
S-Cross Zeta: ₹10.29 lakh
S-Cross Alpha: ₹11.29 lakh
Prices are ex-showroom, on-road prices will differ from city to city according to applicable local taxes and levies and other factor.
This pricing prevents the top (variant) line from treading on top of other cars, and still leaves the S-Cross as a premium product in Maruti’s line-up, well beyond the compact Brezza SUV but not getting in the way of much pricier mid-size SUVs like the Grand Vitara – such as offering a complete cross/over SUV range of vehicles to meet all kinds of consumer tastes and budgets.
Maruti Suzuki S-Cross Target Audience and Target Market Effects
This is where the new Sigma variant seems to have been designed for – to cater to the needs of the value-conscious customers who desire a premium driving experience but without any compromise on the basic features.
Young customers in the Tier-2 and Tier-3 cities could also be the targeted audience as these people may have a penchant for crossover-styling and driving dynamics, but are more budget-constrained than the same set in large cities.
“We have completely redefined design, interior, fit, finish, trim and quality of material, what a customer should expect in a midrange crossover at this price point,” said Partho Banerjee, Senior Executive Director at Maruti Suzuki. The S-Cross Sigma brings European fashion to all that you do, along with the ultimate in driving dynamics, and all the fundamentals at a value once reserved for up-spec hatchbacks, not crossover SUVs.
Initial dealer feedback indicated strong interest, with several reporting volumes of inquiries well above their expectations on just the first days of the pricing announcement.
That’s a very insignificant waiting period due to Maruti’s production capabilities as well as purchase model which already has a well-honed supply chain, so while waiting still remains, it won’t be long enough that customers won’t be delayed to take new cars – again, something one can’t say about some other rival models who are indeed facing unusually long wait times currently.
“As the auto market in India becomes more value-focused than just a low purchase price, the S-Cross Sigma brings together crossover strengths at an accessible price, signaling a confident new step of growth for Maruti in diverse areas – starting with a pioneering definition of what is value in a more competitive crossover market.