And it is not just one or two, who have cut their discounts but majority of them, including Maruti Suzuki, Hyundai Motor India and Tata Motors, have done so to push sales in quarter of the financial year, normally considered the year best period.
“At a time when we are trying hard to meet the market demand, discounts don’t seem to be a viable option to boost sales,” said Mayank Pareek, managing executive officer (marketing & sales), Maruti Suzuki. Maruti is currently unable to keep pace with customer demand for nine out of its dozen models.
“While the discounts would stay, it would be around 20% less over the same period of last year,” said Mr. Pareek. If we look at the last year festival discount statistics, cars including the Maruti Alto, WagonR, Hyundai Santro, Tata Indica, Fiat Palio and Ford Fiesta were discounted up to 15-20% of their price.
But this year, it is an entirely different story. Santro had a discount of more than Rs 50,000 during the festival season in 2007, which went down to Rs 40,000 in 2008 and Rs 37,000 in 2009. The discount is expected to be lower this year.
“Where is the room for discounting when we are desperately trying all means to meet market demand,” Hyundai director sales Arvind Saxena said during the launch of the new i10 hatchback. Toyota Innova is another perfect example.
Toyota, after raising the price by up to Rs 29,000 on its complete range, is offering a discount of Rs 30,000 on its Innova MUV this year. The same vehicle was offered with a discount of Rs 60,000 in 2007, which came down to Rs 52,000 in 2008 and with a new variant being launched in 2009 carried a discount of Rs 35,000.
But there is one exception to the rule. Contrary to the others, Honda is offering freebies and discounts of up to Rs 55,000 on its Jazz hatchback. Still doubt the discounts would jazz up the sales, though. Honda is offering free insurance covers for the City, Civic and Accord models this festival season.
Car sales have shot up more than 30% in the first six months this fiscal year, and changed the rules of the game. The situation is such that there are long waiting period on several models including Maruti Swift and Eeco, Hyundai i20, Volkswagen Polo, Ford Figo, Toyota Fortuner and Tata Nano.
The rise in car demand this year is despite multiple increases in car prices. “Vehicle prices are higher due to excise duty and road taxes; interest rates are also higher,” said Mahantesh Sabarad, auto analyst, Fortune Financials.




Something strange is happening in the car industry. There was this price hike drama, remember? Now, all of a sudden, Maruti announces that it will not hike prices. And now for the Bonus…The car maker will instead offer discounts on specific models. Wonder why this sudden change? Maruti, which is apparently India’s largest selling car maker, has worked a wonderful plan to capitalise October being the peak month during the festival season. The car maker expects to sell 1,10,000 cars during the period.
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