Unfortunately, whatever HM / Mitsubishi do - The current Lancer will not sell!
In the opening post, Devarshi brings up parallels with the Baleno. There is a reason why the Baleno could stage a successful comeback while the Lancer cannot:
1. Marutis dealership network. Addresses one of the most important fundementals of marketing : Availability! Marutis network is probably 100 times bigger than HMs Mitsubishi showroom presence.
2. Upgrading within the family : Unlike members of Team-BHP who buys Balenos on enthusiasm, most Baleno buyers are upgrading from smaller Marutis and who want to stay within Marutis network. Comfort level, peace of the mind...whatever.
3. Parent Company. For most Indians, Maruti = safe purchase, FE, low ownership cost etc. Not the same with HM and Mitsubishi. You cant even compare the market value of the two brands.
4. Image : The Baleno never sold on image. Whether at 8 lacs or 6 lacs. In fact, the car hardly has an image to speak of. Butttttttttttttttt most Lancer buyers (including yours truly) bought the Lancer during the early days due to the relative plushness, image and luxury. The image factor is no longer with Lancer.
5. Marketing / Position : The Baleno is a success now due to perfect positioning in the market. HM's marketing department couldnt even sell beer in a desert. Look at the Cedia.....a majority of my circle is not in the least aware of a new Mitsubishi being available.
6. Product relevance : I do wish that our fellow BHPians Invecs reeks of great build quality, but the 2006 Lancers that I saw in the showroom (over a Cedia preview) were outright pathetic. The panel gaps were right there in Mahindra territory. In fact, they are much worse than my Invex test drive. The plastic and fitting quality in my 2000 year Lancer were lightyears ahead of the currently available 2006 Lancers. In addition, the 1.5 is no longer considered powerful by the market. Simply put, HM has ruined the Lancer from what it was. And why should anyone buy the regular Lancer today? The competition has moved on with far superior products.
I like some of the suggestions here, but its vague to think of upgrading the engine to 100 BHP+ and retain a price of 6.xx lacs. And HM dont even have any sales volumes.
I am an ex-Lancer owner and enjoyed the car for the 3 years that I had it. But its a car whose day has gone.
GTO |