Maruti's Super Carry gains traction, April sales highest yet

Even as Maruti Suzuki India continues to maintain its stranglehold over the passenger vehicle market, its entry vehicle into the small commercial vehicle (SCV) market – the Super Carry – is beginning to see sales pick up, albeit gradually.

Launched in August 2016, it was expected the 793cc, diesel-engined, Super Carry would immediately make a strong connect with SCV buyers, riding on Maruti’s USP of affordability, quality aftersales and the company’s mass-market appeal. The company too stepped gingerly into the CV field, rolling out the Super Carry initially in only three markets – Ahmedabad, Kolkata, and Ludhiana – at a price of Rs 401,000, with plans to gradually expand across the country.

Maruti Suzuki says it has invested about Rs 300 crore in the Super Carry project. The LCV is powered by a 793cc lightweight and compact two-cylinder diesel engine, which develops peak power of 32bhp at 3500rpm and max torque of 75 NM at 2000rpm. The vehicle, which has a five-speed manual transmission, delivers fuel efficiency of 22.07 kilometres per litre and has a maximum speed of 80kph. Its payload is 740kg in all terrain.  Other product highlights are a 2110mm wheelbase, a lower loading bay and wider deck that offers ample loading space to carry higher loads in a single trip. The Super Carry is offered with a warranty of 2 years / 72,000km.

Competition in the 2T mini-truck segment has increased also because overall numbers are reducing with buyers favoring higher-tonnage vehicles of up to 3.5T to meet the boom in last-mile delivery.

In the 22 months since launch, the Super Carry has sold a total of 12,477 units till end-April 2018. Slow going by Maruti’s PV sales standards but it looks like FY2019 is when the small Maruti CV will see an uptick in demand in the 2-tonne mini-truck segment which has strong and well-established rivals from Tata Motors and Mahindra & Mahindra.

Super Carry sales in India
FY2017: 900
FY2018: 10,033
April '18: 1,544
Total: 12,477 

During FY2018, Maruti sold a total of 10,033 Super Carrys, getting a market share of 6 percent in the 2T mini-truck market. The company also exported another 2,171 units. The last fiscal opened with sales of 411 units in April 2017, dropped to 206 units in June, climbed to 870 units in September and crossed the 1,000-unit mark for the first time in November. From January 2018 to April 2018, the Super Carry has averaged monthly sales of 1,404 units, indicative of growing customer demand for the vehicle. In April, a total of 1,544 Super Carrys were bought in India, the highest monthly sales yet for the vehicle.  

In the 2T mini truck segments, Tata Motors and M&M are the two formidable players virtually dominating the category with over 93 percent market share. Tata Motors is the clear market leader with 68 percent market share in the category with its popular Ace range still the most preferred choice for last-mile connectivity. M&M with its Jeeto range of small trucks has a market share of 25 percent and is looking to challenge Tata Motors.

Maruti looks to grow SCV market share
Driver comfort is the USP of the Super Carry. The spacious driver’s cabin gets ergonomically designed features like a flat and extended co-passenger seat with thick glass fibre heat shield for better heat insulation and NVH, well-positioned gear lever and ergonomically placed pedals. On the features front, it gets a mobile charging socket, dual assist grip, odometer, trip meter, fuel meter, and digital clock, besides provision for a stereo. There is also an integrated rain guard, sliding back window glass, and conveniently located spare wheel carrier for ease of replacement.

With demand for SCVs burgeoning rapidly, Maruti Suzuki aims to be a significant player in the category in the near future.

Speaking to Autocar Professional recently, a company spokesperson said, “The Super Carry has been able to garner market share since it has been launched and In the future, we plan to be a significant player in the segment.”

The company has expanded the retail network in phases. Currently, the Super Carry is being retailed through 172 new commercial outlets in 140 cities across 25 states, as the company attempts to get logistically closer to customers for such a product.   

Speaking on the competition in the segment, the company official said, “Our customers have rated the Super Carry as superior to other existing products in the segment. Some of the features appreciated by our customers include power, pickup, driving comfort and mileage. More units of the Super Carry have been sold than some of its competitors during the second and third quarters of FY2018.”

With initial success in the segment with just one product offering, work is already underway to expand the product by offering a variant. Based on customer feedback and market research, the Super Carry has been upgraded with bigger-13 inch tyres and higher ground clearance in both fuel variants (diesel and CNG). In addition, a Super Carry deck-less variant, which will be available in 13-inch tyres and diesel engine, will also added to the line-up.

While the focus in on the domestic market the company is looking at exporting the product. At present, the export has been to markets such as South Africa, Sri Lanka, Philippines Nepal and Bangladesh.

Pics: Sumantra Barooah & Akbar Merchant