Hindustan Motors launches Pajero; yet to decide on its advertising agency

Hindustan Motors would be scouting for an advertising agency to align the account of its newly launched sports utility vehicle Pajero

Hindustan Motors (HM) would be scouting for an advertising agency to align the account of its newly launched sports utility vehicle (SUV), the Pajero. The first Pajero model Delhiites would see is the deluxe model GLX, a diesel version with 3.2-litre engine capacity, sporting an ex-showroom price of Rs 33.2 lakh. In Mumbai, the next stop for HM, the same model would cost slightly more.

"We have to decide on the agency in consultation with MMC (Mitsubishi Motor Corporation). In fact, the launch was made without an ad campaign, because Pajero already has a strong brand presence. And we are confident the discerning affluent consumer, who loves an outdoor- and adventure vehicle would go for the Pajero any way," says C K Birla Group's general manager, corporate communication, Soni Shrivastav.

Besides the Pajero GLX, the HM portfolio includes five other brands - Ambassador (Equus), Lancer (Mudra), RTV (Ushak Kaal), Trekker (Ushak Kaal) and Pushpak (Ushak Kaal). Later this year, the company plans to launch the ‘Retro' model of Ambassador, which was displayed at the Auto Expo earlier this year, with, of course, a new brand name. The model will be priced between Rs 5 lakh and Rs 6 lakh.

Initially, HM plans to import the Pajero as a completely built unit (CBU) from Japan and sell it through select HM Lancer dealers in the metros of Delhi, Mumbai, Chennai, Cochin, Punjab, Chandigarh and Bangalore. The Pajero GLX will be available in two single-tone colours Pyrenees Black and Forester Green, and two double tone colours - Pyrenees Black teamed up with Twin Silver and Forester Green teamed up with Queen Silver.

The petrol version would be launched around September. Company sources say the prices are on the higher side now because the entire vehicle is being imported as a CBUs. It should come down once the HM facility in Thiruvallur, 40 km from Chennai, starts assembling the knocked down units of Pajero. This should happen by September this year. In addition to this, HM will launch a stripped down version of Pajero. The prices of these models would range between Rs 25 lakh to Rs 35 lakh. The sales target HM has set for the current financial year is 1,000 units.

Though the company's target seems conservative, HM is confident with the maturing of the Indian automobile industry, SUVs will catch on with the Indian consumers. "With the launch of Pajero, we have set the ball rolling for the premium SUV segment. There are already over 500 imported Pajero's running on Indian roads. We feel this market will grow quickly with the increasing level of maturity of the Indian automobile industry," says C K Birla, chairman, Hindustan Motors.

HM is hopeful that Pajero will replicate the success it enjoys worldwide in India too. "With a combination of prestige, all-terrain prowess, utility, luxury, quality and advanced technologies, the Pajero proves that sports utility vehicles can also display the status and comfort of saloons. It is one of the most successful SUV models worldwide," adds Birla. © 2002 agencyfaqs!