More on the Swift. Hey, don't look at me...I'm just the messenger! =)
In an attempt to 'establish a connect' with potential buyers, Maruti will be using a dedicated, specially recruited sales force of young people to sell the Swift. Called 'energisers', these individuals will do everything from answering initial queries and assisting in the buying process to giving you service reminders and wishing your wife on her birthday!
At face value, the rationale seems to be two-fold. One: MUL ensures that by having such 'relationship custodians', it manages to stay that much closer in touch with the customer. Feedback on a project as vital to them as the Swift therefore becomes easier to source and act upon. Two: the Swift launch seems like it's going to be nothing short of a blitzkreig with Maruti pulling out all the stops, larger-than-life 'launch' included. An endeavour of this scale, crucial as it is, will need to be pulled off without affecting sales and existing customers of their other bread-and-butter brands. The solution? A dedicated, specially trained, fresh and raring-to-go bunch of just-out-of-their-teens waiting to make their mark on the new and exciting landscape that is the Indian car market today. Here's hoping that their enthusiasm turns out to be infectious.
It's also probably a smart move by Maruti to use youth as the 'face' of the Swift. Possibly the first 'attitude' product from their stable, they could be looking at establishing right from the start the perception that the Swift is young, hip and contemporary but means business and knows what it's doing...just like the guy who is selling it to you.
Maruti's greatest hit.