As Maruti is elbowing its way in the overcrowded utility vehicle segment, the marketing had to be done out of the box and Maruti has done just that with calling Ertiga, 'LUV - Life Utility Vehicle'.
Maruti Ertiga's target audience is large Indian families who are looking forward to upgrade from sedans to larger vehicles at affordable price. In a segment where the default thought lays with Innova, one would not need a second guess as to which is the star seller of the segment.
Interestingly, Maruti is not aiming for a war against the top sellers of the segment rather has carved a new niche segment for Ertiga. However, one look at the price tag will reveal that Maruti has a winner in its hand.