Renault KWID: The Game is still on

The new Renault KWID is pleasant surprise to the budget car industry in India. Equipped with extraordinary features those are not only best in class, but also in cars from segments above. It includes seven-inch touch-screen navigation system, a boot capacity of 300 litres, and the best in class ground clearance of 180 millimetres. The SUV look of the car is unique and attractive, with the best in class length & breadth offers a superior interior space, which is unusually rare in this segment. A three-cylinder 0.8-litre Smart Control Efficiency engine (799 CC, which is tuned to churn out 54PS and a peak torque of 72Nm with a 5-speed manual gearbox) enables it to generate a mileage of 25.17 kmpl, again the best in class.

With an affordable price of Rs 2.56 lakh to Rs 3.53 lakh, Renault KWID stands far ahead in the category of mini hatchbacks. The big question is now that whether KWID will be able to revive the dying mini car segment in India. With the changing preferences, increase in income level, availability of so many variants and easy bank financing options, the Indian consumer has already started to make a shift to the next level of owning a car.

The buzz that Renault has created with its online marketing efforts and India as a choice to be the first in global launch of KWID, reflects that seriousness of Renault towards the Indian market. The concept of virtual showroom, online demos and others communication efforts are worth appreciable and it also clicked for Renault as a flying start having managed to get 25,000 bookings within two weeks since its launch.

Surely, a well equipped mini car has everything to make a mark but isn't it too late for Renault to cater the segment? Or Renault is just trying to list the presence in the category? Though less price would enable it to fetch the market share but competition is already intense with Maruti Alto and Hundai Eon. The miserable journey of Tata Nano so far has already proved that even a college going boy is not much interested in mini cars. Sluggish sales of mini cars in India and falling market share of the segment (mini car segment constituted 30% in 2010-11, which is continuously on downfall with 21% market share in 2014-15) and comparative increase of market share of compact hatchbacks and sedan cars is the biggest challenge for Renault.

Despite of a few weak points and potential threats, Renault KWID has the mind-blowing strength to utilize the available opportunity in the dynamic market of India.