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Maruti attempts to create a blip on the younger generation’s radar with the launch of Ignis

FIRST introduced as the IM4 concept at the Geneva Motor Show 2015, the Suzuki Ignis has been in the international markets for a while. But the India launch has been slotted for next week. Ahead of its preview here, the Ignis’ prime draw was expected to be its sub-four metre length, making it eligible for the substantial tax cuts applicable to compact cars.

But Maruti is planning to repackage it as a sprightly, sporty option to appeal to the millennials. With over 440 million millennials in India, the need to offer a product that caters to their wants is not just smart marketing but extremely essential. The hip route Built on Suzuki’s new fifth generation platform, the Ignis is a departure from Maruti’s usual tradition of offering wholesome, family-oriented cars.

It boasts of a much younger design, more premium interiors and fine attention to quality in terms of its overall build. The sporty front is dominated by square LED DRLs and projector lights while the angular side profile and raked windscreen makes it look tall and imposing. The accentuated wheel arches also lend to the road presence.

It gets the choice of either a 1.2-litre p e t r o l K12M e n g i n e o r a 1 . 3 – l i t re D13A DDiS diesel. Both these engines are also offered in the Swift and will run a similar state of tune. The Ignis will be offered with AGS (auto gear shift) technology on both the petrol and diesel variants. As for safety, ABS and two airbags will be standard on the base variant as well.

To add to its upmarket feel, it will also be the third Maruti car to be sold through the Nexa showrooms. A quick walk-around the Ignis was enough to establish that a lot of time and energy has gone into getting this vehicle right. The cabin is neat and the dashboard with the floating infotainment touchscreen looks premium for this segment. There is enough space on board to seat four very comfortably and the effort to make it ‘young’ definitely shows. The Ignis launch has been scheduled for January 13.

In order to draw the attention of its target market, the launch event will occur alongside a concert featuring electronic dance music artist Axwell. Details: nexaexperience.com

—Vikram Gour @VikramGour

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