Maruti Suzuki Ertiga: The MPV segment received a massive shake up in the market yesterday when Maruti launched the much-improved Ertiga offering premium design cues but without significantly increasing the cost of a real family mover.
In a carefully orchestrated launch at Delhi, company officials pointedly kept stressing “premium for all” philosophy of the vehicle – a clear indication of Maruti’s motive of democratizing snazzy features hitherto reserved for higher segments.
Maruti Suzuki Ertiga Design Evolution: Upmarket and Not Upmarket Price
Though it was visible the moment the wraps were taken off, Maruti has worked still more on the aesthetics of the Ertiga. Retaining the same shape which has helped it become India’s best-selling MPV, the facelift has a relatively more sophisticated front-end with an aggressively-styled chrome grille sporting new honeycomb design. The slimmer LED headlamps featuring L-shaped daytime running lights generate a unique light signature for instant recognition.
In profile, the updated Ertiga looks a bit more sophisticated, thanks to new design 15-inch dual-tone alloy wheels on the top-end version, lines that help mask visual bulk and chrome highlights on the door handles and window surrounds. At the rear, LED taillamps, three-dimensional in nature, give a little sophistication.
It is offered in seven colour options, and including the bold Auburn Red and Oxford Blue, the Ertiga looks particularly appealing in this new Pearl Arctic White – a colour that was reserved for more expensive Maruti cars earlier – giving the Ertiga a classier and more expensive look.
“We have thoughtfully evolved design elements to contribute to the next level of premium feel, without compromising on costs,” Hisashi Takeuchi, managing director of Maruti Suzuki India, said during the launch presentation.
Every engineering consideration was judged within a dual framework of aesthetic refinement and production efficiency to ensure that the promise of value inherent in what we offer our customers was not just a promise, but a reality.”
Cabin Sophistication: Where Premium Meets Practical
InteriorMeanwhile, the updated Ertiga goes an extra mile inside, with new look dashboard with a floating 9-inch SmartPlay Pro+ infotainment system, part of the main attraction inside the cabin.
There are soft-touch materials on the most commonly touched areas of the cabin, and the higher variants get the leatherette upholstery option feels premium and was never offered previously in this segment.
The three-row seating layout still makes good use of space, and the second row slides forward and the seatback reclines or tumbles forward at the touch of a button on some models to get at the third row.
Climate comfort is also well catered for with auto temperature control and roof-mounted air vents with 3 ply morphing blowing ensuring equal cooling to all occupants in the 2nd and 3rd rows as well — vital in keeping the family comfortable during India’s sizzling summer months.
Such a generous helping of practical stuff is executed very well indeed, in fact – and the previous Ertiga was already very good at this. The cabin has more than two dozen storage spaces of all shapes and sizes, a handful of strategically located charging points throughout all three rows, and well-designed cupholders that were clearly developed with different beverage containers in mind.
“The task was to bring in the premium look and feel of the sedan without losing the space and the unique kinds of comfort that the current Ertiga customers have gotten used to,” said Partho Banerjee, Senior Executive Director of Marketing & Sales.
We’ve done it by concentrating on touch points where quality perception matters the most while not sacrificing the versatility that has made this vehicle the most popular in Canada for growing families.
Powertrains: Efficiency and Elegance As a Pioneer in Engineering.
The updated Ertiga retains Maruti’s trusted 1.5-litre K-series petrol engine with smart hybrid technology with an output of 103hp and 138Nm on tap under the hood.
These numbers don’t scream high and mighty (quite the opposite actually), but there’s clearly been a focus on engineering frugal refinement more than out-and-out thrills.
The motor comes mated to 5-speed manual and a 6-speed automatic with paddle shifters, the first in the segment found previously only in more expensive cars.
This gearbox modification is in response to feedback from consumers on the older 4-speed auto, providing a more seamless shifting experience and also better fuel economy.
The much-needed fuel efficiency, which is even more important for family cars with higher runnings, is also on point with claimed fuel efficiency figures of 20.51 km/l and 20.30 km/l for the manual and automatic versions respectively – figures which offer significant savings over the life of the vehicle, and keep the Ertiga’s legacy of low cost of running intact despite the improved premium factor.
The CNG model remains available, with a very impressive fuel economy of 26.11 km/kg, as well as being a hugely environmentally friendly choice – and ideal for families who also care about the environment.
An on-board dual fuels system permits the immediate switching between petrol and CNG WITHOUT any need for engine stop (which is an inconvenience with older CNG systems).
Technology Integration: So convenient, it’s connected.
Considering the fact that digital features are gaining significance even in the budget segments, Maruti Saza has greatly improved upon the technology offerings in the updated Ertiga.
The SmartPlay Pro+ infotainment system comes with wireless Apple CarPlay and Android Auto support, integrated navigation with live traffic updates, and voice recognition supporting natural language commands in several Indian languages.
Suzuki Connect is a comprehensive and advanced telematics solution, which will offer over 40 connected features, which include geofencing, vehicle tracking, driving behaviour analysis, and much more, that can be accessed through a dedicated App available on both Android & IOS platform.
This feature, that was earlier limited to Nexa premium channel vehicles, now makes its Ertiga debut, offering a peace of mind that will be cherished by family buyers.
The safety technology is further enhanced by electronic stability program, hill hold assist and four airbags as standard and compliant with soon-to-be-implemented regulatory requirements as well as addressing the increasing demand for safety features among consumers. The 360-degree camera, which you can have on higher trims, is good to have when the GLB is your family vehicle.
Value Pyramid: Premium Minus the Premium
The biggest story with the new Ertiga however, is perhaps its pricing. While the design, materials, features and technology have all gone several notches higher, Maruti has also managed to keep value positioning as good as in the past, with prices spanning ₹8.64 lakh to ₹13.08 lakh (ex-showroom)—the two ends of which are still materially less than competing products that offer similar space but precious little when it comes to features.
It’s an aggressive pricing considering the economies of scale that Maruti enjoys along with its compressive production efficiency, even as it proves a clear point to competition that premium features can come at mass prices.
The tactic seems as if it’s calculated to widen interest in the Ertiga beyond the regular value-focused market to one perhaps looking at pricier competition on the basis of the equipment table and perceived quality.
“We have effectively gone ahead and redefined what a customer can expect in this segment,” said Shashank Srivastava, Senior Executive Officer (Marketing & Sales).
The days of accepting sacrifices in design, materials, and features in a budget-priced rig are long—and thankfully—gone. This value for money Ertiga offers families luxury regardless of budget.
Maruti Suzuki Ertiga Market Impact and Outlook
Early dealers’ response has indicated that the updated Ertiga has already created a buzz in the market with some dealers receiving pre-bookings inquiries beyond their targets, hours after the announcement.
The waiting has now grown to 8-10 weeks for certain trims, suggesting strong demand in the face of stiff competition in the segment.
The Ertiga is able to satisfy the need for an affordable vehicle to carry large families in congested cities, without putting up with too many compromises – indicating that affordable and premium experience do not need to be mutually exclusive in the Indian automotive market.