India’s largest carmaker, Maruti Suzuki, launched an exclusive personalisation feature called the iCreate. A first of its kind feature where the customers can personalise their vehicle as per their taste and requirements and experience how their car will look like beforehand.
The iCreate can be availed by the customer when booking their vehicle at the showroom. A digital configurator is available on a tablet at the showroom wherein the customer can drag and drop accessories and also get their pricing estimates. One can alter the way their vehicle looks with company’s 500 generic accessories with additional 90 customisation accessories in various combinations and transposition to create a unique individual appearance of the vehicle as per the customer’s preference. This includes alteration choices of exterior body colour, new body graphics, redesigned bumpers and skirts, grille inserts, stylish alloy wheels, outside rear view mirror design, boot accessories, distinctive seat cover and pattern with floor mats, personalised interior styling kits, and infotainment system which include TV sets for the rear passengers.
Initially launched only for the Vitara Brezza, Maruti promises they would extend this personalisation feature to their complete range depending upon the response they receive from the customers. According to the manufacturer, a customer spends an average of Rs 10,000 on any Maruti Suzuki vehicle after purchase, and in the case of the Vitara Brezza this expenditure rises up to Rs 24,000. That’s the primary reason the iCreate is first being launched with the Vitara Brezza.
R.S. Kalsi, executive director, marketing & sales, Maruti Suzuki India, said, "iCreate is a revolutionary concept being introduced in India for the first time. The iCreate is not just about accessories, it is a platform that enables one to create a car reflecting its personality. The goal is to be the choicest destination for young first-time buyers and customers upgrading from entry-level hatchback cars. The average Vitara Brezza customer is adventurous, sporty and glamorous, who is ready to experiment. That’s the reason the iCreate is first being launched with the Vitara Brezza. We are sure there is a scope to bring other Maruti vehicles under the ambit of iCreate over time."
