Shooting for The Hip

No, Maruti Suzuki isn’t shooting from the hip with the brand new Ignis – but it is aiming to appeal to the young and hip with this funky little machine. So, can the unique design and NEXA credentials make the car attractive to the young and discerning?

- Ishan Raghava

India not only has one of the largest populations in the world, but it also has one of the youngest – and this is considered one of our greatest strengths. You see, a younger workforce generally produces more advancement in both technology and productivity – and that’s something that policymakers and industry alike are relying on to propel future growth. But, other than just productivity, there’s another factor that a younger populace generally brings with it – increased consumption! Being ambitious and aiming for the luxuries in life, as these youngsters progress in life they crave belongings of their own – be it mobile phones, houses, and, of course, cars. So, with their latest compact hatch, the Ignis, Maruti Suzuki is trying to target exactly this demographic and tap into a new consumer group.

As per the manufacturer, millenials (as this generation is referred to) have very strong preferences in their purchases – and so the Ignis has been created to appeal to them with several traits that are unique for a Maruti product. Design wise, you get funky styling that stands out from the other products in the Maruti line-up. The aggressive front, with its large headlamps and single-frame grille, paired with the tall styling and flared wheel arches, gives the car a quasi-SUV stance. Viewed in profile, two things stand out – the sharp rake of the roof, as it tapers towards the boot, and the triple slats on the C-pillar, which is a unique touch. Along with its 15-inch wheels finished in black, the car – while quite compact – looks pretty funky and unique.