Car Industry Neha

8/13/2019 Car Industry Neha

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Mid-Sized Car Industry

INTRODUCTION: MID-SIZED CAR INDUSTRY

In an increasingly crowded market, auto companies are looking for riches

to find a much-needed breathing space away from the heat of intense

competition. A couple of year ago, it was the then - untapped industry

luxury mid-size segment that the global auto companies first rushed into.

The talked of international brands, global quality and technology and

expected Indians to page premium price of it. The thinking was that after

decades of old technology. Indian consumers would be dazzled by the

array of new cars and would empty their wallets to get them. ar buyers

briefly swallowed the sales pitch of the new multinationals who counted

their cars as the best in the west. !ut after sampling these new products,

the Indian consumer quickly came to realise that they were simply not

"alue for money.

#oreign car companies ha"e learnt the hardway that buyers are willing to

spend only if they are con"inced that they are getting a good deal. It$s

because Indian consumers are essentially "alue dri"en and decades of

%andhian austerity and &ehru"ian socialism ha"e installed an almost-

puritanical sense of "alue of their minds.

JIMS, KALKAJI, NEW DELHI


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PRODUCT DESCRIPTION

Design and Engineeing

The oldest face around here is the Es!ee". Although this today style has

been around since '(() in the form of the *aruti '))), it recei"ed a

freshening-up in '((+. The front grille, bumper and headlights, sourced

from the ungarian uzuki ultus, ga"e it a much-needed face-lift. The

steem still looks pretty good, especially the new nose and the raked lightsbut its too familiar a face to elicit any hard looks or attention.

/imensionally, the least generous automobile of the fi"e years, the steem

is not surprisingly the lightest "ehicle by far. 0eighting a mere 1'2 kg, it is

only '2 kg hea"ier than the *atiz, and while the safety conscious may

baulk with disdain this light weight pay rich di"idends to those more

interested in performance and economy. In /ecember '((( another

feature was added to this car to make it more elegant one - the chrome

grille.

The steem was followed into India by /aewoo$s Cie#$, aka the &ekia in

other markets but not here. The ielo$s percentage goes back to the 3pel

Astra of the '(1)$s on which it platform and mechanicals are based. 4e-

skinned as the ielo in '((5, the styling in now beginning to look dated in

comparison to its competition. In fact, the greenhouse or passenger

section - made up of thin pillars and a rear quarter - glass - hail

unmistakably from the earlier Astra. till, when "iewed from dead from the

earlier Astra.

till, when "iewed from dead front, the ielo$s flowing headlights gi"e a

certain softness, setting off the chunkiness of the body. The rear section is



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dominated by a massi"e boot with large tail-lights. The front and rear

o"erhangs are also "ery pronounced. The recently refurbished 6xecuti"e6

"ersion comes with a chrome grille and newer paint shades along with a

quality which has always been first class. The ielo is easily the largest of

this quintet of automobiles here, but the poor utilisation of the o"erall length

is a sure gi"e away of the age of the design.

3f the recent arri"als to the Indian market, #iat$s '+1 world car platform

-based three - box Siena was the first to hit the showrooms ele"en monthsago. /esigned specifically for harsh road and en"ironmental conditions

experienced in emerging markets, the design parameters for pro7ect '+1

was finalized after considering local tastes and "endor concerns. The 8no

platform was the starting point for the '+1 range 9the iena and other

deri"ati"es: which has been hea"ily modified and strengthened especially

around the suspension mounting points to cope with bad roads pre"alent in

emerging markets such as ours. The iena$s body structure could shame

an armoured personal carrier as far as solidity and the feeling of in"incibility

are way the well-weighted doors thud shut. The iena$s styling is "ery

chunky and "ery uropean 9by I/A:. The $handlebar$ front grille in the

iena$s most distincti"e features shared with all the other '+1 deri"ati"es

9;alio, 0eekend etc:. Another distincti"e features are the swanky

headlamps and the sinewy, muscular bonnet and fender that gi"e the

iena real character and a look you first can$t confuse or ignore. The huge

2)) litre boot dominates the bulbons rear end and is not its prettiest side.

The A%%en! is the most contemporary car of the lot, ha"ing made its world

debut at the #rankfurt show last eptember. In fact, for a change, the

Accent has come to India before the rest of the world. The new Accent is

based on a new platform codenamed


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=>)) million. The Accent is another wider than the others in its class and

the elderly styling with square edges and bulky o"erhangs gi"es it the look

of a mainstream mid-sized car in the


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suspension is also the least altered or modified of the systems as it was

designed for conditions "ery similar to our own.

At the rear, the steem and the Accent are the only one with an

independent set up, the others ha"e some form of a dead ale. ach car -

maker has done its own suspension tweaking to suit Indian conditions.

After years of feedback from their customers, /aewoo and *aruti ha"e

recalibrate the damper@spring setting on their cars. In fact, all these cars

here ha"e been Indian-ised to a great degree to operate in an en"ironmentthat is so unlike their market back home.



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Engine, 'ea ($), Pe*$"an%e

"ery time we are re acquainted with the steem, its engine ne"er ceases

to impress. According to uzuki, this '>(1 cc engine is one of its best. The

buzzy all-aluminium unit re"eals when shown the whip, singing clearly e"en

when supreme octa"es ha"e been reached. /espite being the least

powerful of the lot, it still manages to return performance that is only

bettered by the meatier Ikon and buzzy Accent. And this is in part due to a

fa"ourable low kerb weight.

The dash to ')) kph for the car burettor - fed steem comes up in '.(+

sec, lea"ing both the ielo and iena for dead, thought he Ikon is in a

different league what the steem lacks in deri"ability and our in gear

acceleration times clearly demonstrate the *aruti$s weakness. The tall

gearing, relati"e lack of torque at the bottom and the peaky nature of the

engine, which has its grunt concentrated in the top half of the re"enge,

calls for frequent shifting which is a pain in traffic. The sole consolation is

that the gearshift is smooth and precise. 3n the highway, the steem

o"ertakes traffic with great aplomb. ;articularly useful in the long second

gear, good for nearly ')) kph and the perfect tool to slingshot past slow-

mo"ing trucks. The steem is capable of cruising at speeds far in excess of

what its chassis and 9and the dri"es: can handle.

The iena$s '>5> cc engine is the smallest of the lot but still de"elops +>

bhp. owe"er, its the iena$s unfa"ourable B( bhp per ton power to weight

ratio that relegates it to the spectator$s grandstand in the performance race.

The sprint to ')) kph takes a gentlemanly '2.( sec, though a top speed

of '2( kph achie"ed in fifth gear was impressi"e. 0here the iena scores

well, e"en o"er the steem is in deri"ability. The short gearing eager



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throttle response ha"e the brutish #iat on a short rein with a

responsi"eness that$s as impressi"e as flat-out acceleration is poss.

The engine is fairly smooth and silent for normal dri"ing and it$s rough

edge. The gearbox is pretty slick and precise and thuds home without

much effort, also an extremely comfortable knob. The weakest link in the

iena$s package is performance and we feel #iat p A$s ')2 bhp '.B litre

'B "alue unit is now long o"erdue. The iena deser"es it and competition

dictates it. The ielo$s '.2 litre engine was the first to boast multi point fuel -infection 9*;#I: but now with tightening emission regulations, this piece of

hardware has become the rule rather than the exception. The engine is

pretty smooth and quiet and /aewoo has made a lot of impro"ements to

the engine. Anew fuel - infection system has impro"ed the throttle

response of the big /aewoo. The '.) kgm of torque 9at >)) rpm: is the

highest here and helps its deli"er decent mid-range punch, despite its

sheer bulk though performance on the highway is pretty decent, the ielo$s

%* - deri"ed engine here. The engine is quite silent and fits in well with the

soft character of the car.

The Accent yundai boasts the most potent power plant of the lot, pulling

out a laimed (5 bhp at 22)) rpm. owe"er, after testing, on timing gear

re"ealed a different picture? we suspect that Corean horses are generally

weaker than othersD The Accent is powered by yundai$s mainstream

power plants 9>.2 million units ha"e been produced: and has been

re"amped se"eral times. Though special case has been taken as regards

&oise, "ibration and arshness 9&E: le"els, with the aid of hydraulic

engine moments, a stiffened cylinder block and an eight-balance, it still

doesn$t possess the refinement of good Fapanese engine. The */#I

system$s two-hole nozzles are specifically designed to suit Indian fuel.



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Though all this is "ery impressi"e on paper, we expected more from the

Accent$s powertrain in the real world.

;erformance, no doubt, is pretty good, but it is the manner in which it is

deli"ered that didn$t impress the public. #irstly the engine lacks the dynamic

balance and refinement of the Ikon$s unit or e"en the steem$s for that

matter. It does not like being re""ed and feel coarse close to its

conser"ati"e B))) rpm red line. The spirit to ')) kph was con"ered rapidly

in '.'> sec and it went on to achie"e a top whack of 'B+ kph that puts itahead of the steem and way ahead of the iena and ielo. The Alpha

engine$s main talent is its torquey nature, typical of a long-stroke engine. It

is happiest trundling around town the stick. Anyone can chug along in town

in third gear for most of the day and make light work of the traffic. The shift

is fairly smooth.

#ord$s Ikon comes with a made-in-outh-Africa engine that is strong

enough to make the wheels of many in the upper mid-six segment go

wobbly. 8nlike the Accent, the Ikon$s on-paper figures of (' bhp at 22))

spun feel decepti"ely conser"ati"e. This '2(+ cc 43A* 9for roller-

bearing camshaft: is not first the best performer of this lot but will chew up

the others and spit them out of its exhaust. The exhaust, by the way,

sounds delightful and sporty and takes on a deep rasp was the red line.

0hat$s amazing is that #ord has managed to achie"e this with a simple

two-"alue, sohc layout. The key here is that the new 43A* engine is the

most modern around, launched 7ust six months ago in the outh American

market. It has been de"eloped with the latest technology and software that

optimizes the design of all its components down to the last micron. This not

only makes the engine and all its mo"ing parts well balanced but reduces



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friction the number one enemy of an engine - to the greatest extend

possible.

0hat sold the Ikon in the market is the way it responds when one as tap

the enrottle. The Ikon, with its ultra-responsi"e engine and short gearing,

rockets forward with neck-snapping acceleration that will ha"e the

passengers messaging their necks. ;assenger ha"e to shift up "ery quickly

because the engine 7ust flies up to its red line and more after than not

passenger find himself up against astern the limiter, which cuts in at e"eryconser"ati"e B>)) rpm.

+e# E%$n$"

As expected, the steem came out on top with the best fuel consumption

figures of the lot. It$s small and efficient engine and light weight gi"e it a

distinct ad"antages o"er the others. /ri"ers achie"ed ').' kpl in the city

and '.1 kpl on the highway.

The ielo was at the bottom but not far behind the others. The new

in7ection system helps economy which is better than in earlier ielos. In the

partly xecuti"es, dri"ers clocked 1.2 kpl in town and ').( kpl on the

highway.

!etween the iena, Ikon and Accent, there are not much to choose from in

terms of fuel efficiency. It all bails down to the dri"ing style. ence in

practical terms, we found the "ery nature of the Accent, which felt best at

low re"s, to be more fuel-efficient than the Ikon. In town, the Accent ga"e

(.' kpl and ''.+ kpl on the highway.



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In!ei$s

;eople in India treat what are basically re-worked compact !-segment

family hatches as quasi-luxury cars and it is for this reason that

manufactures of ears in this segment need to impress customers with

quality interiors more than in other markets. The ielo, with its square

edge dashboard and large wheel, looks the most dated and the more

modern interior trim does not manage an off-setting effect. The dri"ing

position too is not the most comfortable with steering wheel set too low.

The height - ad7ustable dri"er$s seat is useful for shorties and is also

standard in the steem and Accent.

The rear seat is extremely comfortable with loads of width and a generous

seat area to park three large backsides legroom, howe"er, is "ery limited

and comes at the expense of front seat legroom.

The steem insides ha"ing been completely re"amped since to car was

first introduced. In '((+, it recei"ed an all-new dashboard, which comes

with a more rounded and complementary design. *aruti has paid great

attention to the steem$s rear seat, which is much more comfortable thanks

to great under-high support. owe"er the raised seat height has reduced

headroom and tall passengers are likely to face the problem of their

hairstyle getting messed up. A centre armrest is now standard as well.

Though *aruti has made great strides in impro"ing the o"erall ambience of

the steem it remains the most cramped car of the lot and lacks the

comfort its ri"als pro"ide.

The steem is to low and makes getting in and out not a "ery pleasant

task, especially for the arthritic. An annoying design factor are the narrow

door openings which makes it that much more difficult to get in and out.



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limb into the iena after dri"ing the other four for an extended period of

time and you feel as if you$"e 7ust entered a safe. /ri"e it around for a few

minutes and it suddenly dawns on you that you are extremely comfortable

in the large wide seats. The front seats ha"e #iat$s unique eccentric rail,

which raises the front seat when you pull it forward? it$s 7ust great for short

dri"ers. That said, the rear bench is no great share? the squab or seat

base is short with not much under-thing support and is de"oid of headrests

and comes with outdated static seatbelts.


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of the instrument panel looks "ery sporty but are not to e"eryone$s liking.

The a@c worked well but took its time to cool.

The quality of the Accent$s interiors stands apart from the others in this

class, exuding a plush ness and luxury that makes it feel like a car in the

premium segment. The feel of the plastics and fabric is all top notch and

the air conditioning superb. The feel of the plastics and fabric is all top

notch and the air conditioning superb. The moulded front door pads come

with cle"erly designed pockets that can e"en take a bottle of water. 0efound the Accent$s interiors to be the quietest of the lot, shutting out outside

noise once the windows were rolled up. The generous width also adds to

its big-car feel. The dri"er$s seat is pretty comfy with generous width, but

we would ha"e preferred more support for the lower back.

4ear seat comfort was disappointing, thanks mainly to a "ery low seating

position and lack of under-thing support. ;assengers sit in a knee-up

position, which can be uncomfy o"er long 7ourneys. eat width is generous

and this makes tra"elling three abreast quite acceptable.

The equipment le"els on these cars are pretty impressi"e, which indicates

how much "alue-added stuff car-makers are putting into cars these days.

;ower steering, central locking, and power windows all-round ha"e now

come to be standard. All cars ha"e a sound system as well, except

yundai and #ord which ha"e made a policy of fitting one at the dealership

to offer customers a choice.



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*aruti in recent years has realised that its Fapanese-born and bred

product range ne"er came with a suspension that was suitable for ourroads and set about working on each model. ence, the steem$s ride has

been considerably impro"ed since its launch by re"ising the spring and

damper ratings. The result in an steem that rides considerably better

than before but compared to its competition, in terms of ride comfort, its is

still at the bottom of the pack. The problem is essentially of limited wheel

tra"el and a short wheel base which throws up a choppy ride, with

passengers kept well apprised of the condition and surface of the tarmac

below. 3n the highway you tend to brace against undulations, potholes and

gigantic speed-breakers. The inability of the steem to soak up the road

as well as the others subtracts from the all-important big-car feel. The

steem$s road manners are best reser"ed for town where the narrow

dimensions, good forward "isibility and responsi"e steering make it easy to

handle.

/aewoo$s ielo xecuti"e is a completely different animal. The recalibrate

suspensions works well, absorbing a fair number of the bumps but its

geriatric chassis and lack of torsional stiffness shines through, making the

/aewoo feel distinctly long in the tooth and the least cohesi"e. The

steering lacks feel and the o"erall handling is uninspiring not much fun but

in case you get carried away, the brakes are superb and act as a good

safety net. In town, the huge dimensions especially the long boot makes

the ielo a barge to dri"e. This one is best for the chauffeur-dri"en, for

those who can sit at the back and en7oy the plaint low-speed ride.

The other Corean, the Accent feels thoroughly modern, its taut and stiff

chassis contributing in no small measure to the o"erall feel of sure-footed

and safe road manners. The handling does not ha"e the same fun factor



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of the Ikon or the ity and it does not dart into corners with the same

enthusiasm and response but then neither does it put all your sense on red

alert. The Accent is a docile handling car, the kind that does not call for

any additional input from the dri"er.

The independent rear suspension does a good 7ob of dancing o"er rough

roads at high speeds but on undulating surfaces the rear starts to pitch

excessi"ely, making life uncomfortable for the rear passengers.

It$s the utter predictability of the Accent e"en under extreme duress that we

came to appreciate the most. The enthusiast dri"e may ask for a sportier

and more direct feel but the family man will prefer the Accent$s benign

handling, which flatters the ordinary dri"er.

The iena would be the easiest to pick in a blindfold test as it smothers

e"en the most horrendous of exca"ations with aplomb, the likes of which

would ha"e you examine your suspension and chassis in lesser

automobiles. 4ide o"er one of our normally pitted and rutted roads in the

iena and you$re struck by its serenity, with only largest of craters filtering

through.

imply put, the iena$s ride quality and $big-car feel$ is unbelie"ably good,

untouchable and cannot be matched by "ehicles not 7ust twice but thrice its

price. The handling here is again safe and secure with the added bonus of

a steering that is the most responsi"e of the lot. The iena$s weight is,

howe"er, ob"ious when you try and hustle it through corners and, other

than the ielo, it does not feel as nimble or like to change direction as

much as the other. learly, the iena$s rock-solid chassis can easily take a

more powerful engine, which we hope will be coming soon.



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#ord has made no bones about placing the Ikon squarely in the

enthusiast$s sights. Its handling complements its staggering performance to

truly make it the ultimate dri"er$s car. The suspension has been set up with

dri"er appeal in mind but at the expense of ride comfort. In fact, the low-

speed ride of the Ikon, which rides on springs that are '2 percent stiffer

than the #iesta$s, is too harsh. Gou can feel "ery pimple on the road and

the suspension feels thrashy, drumming up unwanted noise on any surface

that is less than smooth. The Ikon$s stiff front set-up is in part to

compensate for the lack of an anti-roll bar, which has been remo"ed, we

suspect, in the interests of cost.

!ut dri"e the Ikon the way it begs to and you will re"el in the sharp point-

and-shoot handling. The power-assisted steering feels deliciously direct

and darts from corner to corner with its '+2@+) 4' !ridgestones firmly dug

into the ground with minimal body roll.

The Ikon will ha"e you grinning from door-to-door e"ery time you encounter

a twisty piece of tarmac. The stiffly sprung and non-independent rear end

tends to get skittish on rough surfaces but ser"es to add to the fun factor,

especially when the tail steps out of line and be brought back with 7ust a

touch of opposite lock. This is one of those few front-wheel-dri"e cars

which has "ery little of kill-7oy understeer. The key to the Ikon$s delightful

handling is how well the front and rear suspension ha"e been matched to

deli"er near-neutral handling.

learly, the Ikon$s handling has been set up for enthusiasts, for people who

lo"e to dri"e. If you fall into this category, you won$t want to dri"e anything

else.



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.edi%!

Time to pick a winner, put the hammer down. #irst to fall is /aewoo$s cielo

xecuti"e, which shows its age amongst this fresh blood. &or does it lead

the pack in any particular area sa"e for the size of the boot. Its large

external dimensions make it unwieldy in town and its familiar face hardly

grabs and eyeball. Its only sa"ing grace is that it can perform acceptably as

a chauffeur-dri"en car or a pri"ate taxi as the rear seat is both wide and

"ery comfortable. It is also, without doubt, still good "alue for money

coming with equipment le"els that the more expensi"e Ikon lacks. !ut the

reasons to buy one are increasingly few and our ad"ice to /aewoo would

be to drop the price to an irresistible le"el or start looking at the more

contemporary


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Ikon come loaded with. Though the ultra-ling body contributes to the good

performance and economy, it is not as durable and rattles are likely to

creep in sooner than in the others. Also, the steem is too much of a

familiar face and if you are looking for a change the time is now.

#iat$s 0orld ar-based iena is unbeatable in many areas. The chassis

and suspension are untouchable and deli"er ride characteristics of

automobiles many segments up. Take a look at these fi"e cars fi"e years

down the road and we are willing to bet that the iena$s body structure willbe the one to ha"e suffered the least wear. The boot is ca"ernous and the

ample front seats the most comfortable. !ut the iena does not make it to

the top of our list for se"eral reasons. #irstly, the puny '>5>cc eight-"al"e

engine disappoints as one is always acutely aware of the excess of

demand o"er supply, the excellent gearing not withstanding, 4eports on

the ownership experience of #iat products in India are also not "ery

encouraging. The attitude towards sales and ser"ice still harks back to ;A(1 cc engine still breathes through a car burettor. ;erformance

and economy are still impressi"e. Await the 1+ bhp *;#I "ersion which is

likely to below the competition away.

/E)!ei$0

hrome grill is new and is one of the many external changes from *aruti to

slow down the steem$s ageing process.

-

!oot space is small compared to competition.

- '22@1) 4' rubber is standard. ustomer would prefer bigger boots.

steem still pack a punch. owe"er, lack of torque and tall gearing are not

suited for city dri"ing.



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+IAT SIENA

Interiors too carry the chunky theme

'. trong $A$ - pillar unmistakable

>.


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Engine:

+> bhp from small '>5> cc engine is "ery impressi"e but engine size tool

small to mo"e bulky body.

Though the iena is a "ery competent product, customers are still not

con"inced that #iat$s after sales is up to the 7ob.

- 2)) litre boot is large enough for long holidays.

- '+2 !ridgestones are a manufacturer$s fa"orite for the segment.

- iena$s superlati"e ride quality and ability to smoother poor roads is

simply untouchable in this segment.



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DAEWOO CIELO E1ECUTI.E

/ashboard with square edges looks dated

'. 8seful cubby hole abo"e glo"ebox

>. teering wheel too large and has low position

. ;ower windows controls shifted to door

5. &ew door trim a try impro"ement

ubstantially longer than the others, the xecuti"e can be a handful in

traffic. In the price-to-size equation the ielo is still good "alue for money.

In!ei$

ample rear seat is "ery comfy if you mo"e front seat forward


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HYUNDAI ACCENT

Interiors are by far the best

'. pace abo"e dashboard wasted

>. oft-feel steering wheel is great to grip

. *oulded door pads with superbly designed door pockets

5. %ear le"er placed too far back

2. ound system is not standard

tyling "ery contemporary. It better be. Accent was launched in India

before urope. #it and #inish is best and Accent gi"es Fapanese - like

quality feel.

In!ei$

4ear seat width is good but o"erall comfort let down by low seating position

and bouncy ride. &ot effecti"e when head rests.

a. *in rear legroom 21.2 cm

b. *ax rear legroom +(.2 cm

c. 4ear headroom (5 cm

/ri"er$s seat in Accent has all sorts of ad7ustment. Eel"ety fabric "ery

classy.



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+ORD IKON

%ood interior design is let down by poor execution

'. /edicated air "ent for the rear

>. ;lastics feel cheap

. porty white dials and sil"er finish not to e"eryone$s liking

5. /oor pad fabric tacky and likely to get dirty

2. *usic system and dealer option

Ikon looks quick e"en whilst standing still. 4ear section characterised by -

pillar swooping into chunky boot.


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Engine

eparating the men from the boys. '.B litre 433* engine is ultra

responsi"e and deli"ers shattering performance.

Ikon$s price - to - performance ratio is unmatchable by any ear. #un factor

is the highest of all and it makes you take the long way home.

!oot space limited. A good excuse to make the 7ourney twice.

0heel caps attracti"e lent not secure.



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#uel consumption 9kpl:

!est >'.> '+.( '(.1 '1.+ '1.

0orst 1.) +.' +.( +.5 +.1

ighway '.1 ').( '>.' ''.+ ''.

ity ').' 1.2 (.5 (.' (.>

3"erall '. ''.' '>. ''.+ ''.B

Rea !a%& n5a 6789"" 6789"" 6;


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Type 5 cyls in line,

petrol

5 cyls in line,

petrol

5 cyls in line,

petrol

5 cyls in line,

petrol

5 cyls in line,

petrol

Installation Trans"erse,

front-wheel

dri"e

Trans"erse, front-

wheel dri"e

Trans"erse,

front-wheel

dri"e

Trans"erse,

front-wheel

dri"e

Trans"erse,

front-wheel

dri"e

/isplacement '>(1cc '5(1cc '>5>cc '5(2cc '2(+cc

*ax power B2bhp at

B)))rpm

+1bhp at 25))rpm +>bhp at

B)))rpm

(5bhp at

22))rpm

('bhp at

22))rpm

*ax torque ').'kgm at

5)))rpm

'.)kgm at

>))rpm

').>kgm at

)))rpm

'>.2kgm at

2))rpm

'>.>5kgm at

>2))rpm

!ore@stroke

9mm:

+5.)@+2.2 +B.2@1'.2 +).1@+1.1 [email protected] 1>.)+@+2.51

ompression

ratio

(.)' 1.B' (.'' (.)' 1.5'

Eal"e gear > per cyl, sohc > per cyl, sohc > per cyl, sohc per cyl, sohc > per cyl, sohc

#uel deli"ery lectric fuel

pump, *ikuni

twin barrel

downdraught

carburettor

lectronic

multipoint fule

infection

lectronic

multipoint fule

infection

lectronic

multipoint fule

infection

lectronic

multipoint fule

infection



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SWOT ANALYSIS

Es!ee" Cie#$ Siena A%%en! I&$n

#or ;erformance,economy,pro"enproduct

uge boot,generousrear seat

olid build,outstandingride, safety

#it and finishfeel, top-classinteriors

hatteringperformance,sharphandling,comfy rearseat

Against rampedinteriors,flimsy build

/ateddesignungainly

handlingpoor image

Inadequateperformance,poor after

sales ser"ices

8ninspringengine poorrear seat

comfort

heapinteriors, harshride

um 8p 3nly for thoseresistant tochange

omport atacomfortable price

uperb carthat needs abigger engine

The bestpackage

This one$s forus



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O(JECTI.E O+ THE PROJECT

'. To study the market acceptability of ielo.

>. To do comparati"e study of sales figure of ielo with other mid-sized

cars like steem, Accent, iena and Ikon.

. To identify the difference in market performance of "arious mid-sized

cars with ielo.

5. To compare "arious parameters of customer satisfaction.

2.


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LIMITATIONS O+ THE PROJECT

- ales figures of only 2 metropolitan cities considered 9due to time

constraints:.

- ur"ey could ha"e been conducted in /elhi and its surrounding areas.

- The use of con"enience sampling could be one of the limitations of the

sur"ey as the trying beha"iour of different age groups would be different

i.e. say 52 Kuestionnaires were filled by people of the older age group

and 2 questionnaires were filled by people of the lower or younger age

groups. There would be a bias in the funding as elder people ha"e a

high awareness le"el as compared to young people.



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RESEARCH METHODOLO'Y

Resea%4 Design:

/efinition 6A research design is the arrangement of condition for collection

and analysis of data in a manner that to combine rele"ance to research

purpose with economy in procedure6.

4esearch design is a conceptual structure within which research is

conducted. It constitutes the blueprint for the collection, measurement and

analysis of data. 4esearch design is needed because it facilitates the

smooth sailing of the "arious research operations, thereby making

research as efficient as possible yielding maximum information with

minimum effort, time and money. 4esearch design stands for ad"ance

planning of methods to be used for collecting the rele"ant data and the

techniques to be used in their analyses. ;reparation of research design

should be done with great care as any error may upset the entire pro7ect.

Therefore it is imperati"e that an efficient design must be prepared before

starting research operations. The design helps the researcher to organize

his ideas in a form whereby it will be possible for him to look for flaws and

inadequacies.

The following questions ha"e to be answered in a research design

1. 0hat is the study aboutM

2. 0hy is the study being madeM

3. 0here will the study be carried outM

4. 0hat type of data is requiredM



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5. 0here can the required data be foundM

6. 0hat periods of time will the study includeM

7. 0hat will be the sample designM

8. 0hat techniques of data collection will be usedM

9. ow will the data be analyzedM

O=>e%!i?e $* !4e P$>e%!@ e?isi!ed

The ma7or ob7ecti"es of the research study are

a xamine the psychographics of potential mid-size car customers

b ;robe the buying beha"iour of car owners@non car owners

c #ind out the expectations of people regarding the mid-size car

d To 7udge the awareness le"el of mid-size car and its competitors

amongst people

e To find out the customer perceptions about mid-size car



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S$%es $* Pi"a and Se%$nda Da!a

3ne ma7or aim of the pro7ect is to analyze the competition on the market.

Therefore we had to gain knowledge about the competing mid-size cars

also.

In order to accumulate this knowledge I had to go through a lot of

secondary data namely The Auto India, *otor India etc.

The issues consulted were Auto India 9issue no. 1,2: and motor India

9*ay$(1: and other mentioned in the bibliography. 3ne ma7or source of

information for me was the Auto xpo $(( held in /elhi.

0e also formed a table, which compared the 2 mid-size cars, namely,

*aruti steem, /aewoo ielo, #ord Ikon, Accent, #iat iena terms of

technical capabilities, speed, physical dimensions and price.

($!4 !4e i!e"s ae a!!a%4ed in !4e "as!e e3$!

The only way this pro7ect could ha"e been done was by collecting primary

data from the common man. #or this purpose a detailed questionnaire was

made and tested before being put to use.

W4$ s4$#d =e in!e?ie2edB

3ur ma7or concern was to inter"iew the right person, at the right time and

the right place.

The demographics of the target respondents were



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De"$ga34i%s $* Res3$nden!s

Age >)-B2 years

tatus !read earner

&umber of family members >-2

3ccupations !usiness or ser"ice

As these people can be met only at home during e"enings. I took their

inter"iews from B.)) p.m. to 1.)) p.m. on weekdays and from ').)) a.m. to

1.)) p.m. on weekends.

Ceeping this in mind we restricted our sample size to 1) respondents.



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A detailed study of demographics of the people co"ered is gi"en below.

OCCUPATION WISE CATE'ORIZATION O+ RESPONDENTS

;4&TA% 3# A4 30&4 A&/ &3& A4 30&4

I&T4EI0/


7

5

2

B

''.4ate the abo"e cars according to the attribute specified on a scale of ')9 ') for max. points, ) for min. points:

car price comfort safety looks



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'

>

5

2

B

+

'>. 0hat features will you like to add to the mid size car which are currentlynot present in it

Are you willing to pay for the sameMPPPPP

'.Gour current mode of transportation is

a. cooter

b. motor cycle

c. -wheel auto

d. bus

e. other

'5.Gou need a car because 9 rate from '- in order of preference:

a. easy mode of transportation

b. car protects the occupants from outside pollution

c. risk is reduced while tra"elling in car

d. family needs

e. increase in family size

f. suits your personality and lifestyle better than your current modeof transportation



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'2.#inance for the car will be arranged through

a. personal resources

b. company loan

c. bank loan

d. financial institution

e. any other

'B.*a7or decision maker in your family for buying the car will be-

a. family

b. friends Q colleagues

d. persons already owning the particular car

e. automobile engineer expert

f. dealers

g. any other

'+.0hat sources of information will you search for in order to gather dataabout the "arious cars existing in the market

a. newspapers and magazine reports and ads

b. tele"ision

c. word of mouth publicity

d. dealers

e. test dri"es and promotional campaigns

f. any otherPPPPPP'1.%i"en a choice you will buy-

a. small car

b. mid size car

c. premium car

d. uncertain

0hyMPPPPPPPPP If small car go to >) otherwise terminate



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'(.0hat features will you look for when you will buy a mid size car 9rate '-in order of preference:

a. asy dri"ing

b. *aneu"erability in traffic condition

c.


56/57


CONTENTS

Introduction : Mid Sized Car Industry

Product escri!tion

"b#ecti$e o% t&e !ro#ect

'i(itation and )ssu(!tion

*esearc& Met&odo+o,y

ata Su((ary and -abu+ation

S"- )na+ysis

ata )na+ysis

)nne/ures 0uestionnaire



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A COMPARATI.E STUDY O+ MID SIZECARS WITH SPECIAL RE+ERENCE TO

DAEWOO CIELO

Submitted to:

JIMS, Ka#&a>i, Ne2 De#4i

Submitted by:

Sa4i# Kas4i&Ne4a (4a!ia

Documents

Car Industry Neha