Dzire Regal: Maruti's answer to Honda Amaze

When Maruti launched second generation Swift Dzire last year, the growth in sales was nothing short of astounding. Following the relaunch, the Dzire turned into one of the fastest selling cars in the country.

Since its launch, Maruti has sold about 530,000 Dzires. With an existing order book of 40,000 cars, there is a waiting period of 4-8 weeks on some of its Dzire's variants.

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But Maruti's hot selling model got a worthy competition with the launch of Honda Amaze in New Delhi and Mumbai. Honda has priced the sedan competitively.

Between the two, Amaze seems to be a better car with its highly fuel-efficient and powerful diesel engine, bigger boot and spacious rear seat. And, because Amaze is new, it is getting a lot of attention from buyers and car enthusiasts.

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Maruti Suzuki, or any company in the world, cannot respond to competitor by launching a better product in a day, month, or a year.

To stem the tide, automakers usually resort to moves like slashing the price, rolling out a new advertisement campaign, offering more equipment for the same price, announcing benefits in the car's financing or launch a contest with an attractive grand prize.

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Maruti Suzuki is apparently responding to the Amaze's launch, in a way it knows best, by introducing a special edition model dubbed 'Dzire Regal'.

The Maruti Dzire Regal will sport a serene blue body colour, leather upholstery, a advanced music system, rear parking sensor, body-coloured foldable rear view mirrors and a silver coloured front grill.

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The Dzire Regal will be priced at 560,000 rupees (ex-showroom Delhi). These additions are dealer-level accessory fitments. The gestation time for such launches is the lowest.

Maruti has not officially announced prices or released photographs of the Regal. We may learn more about it in the next few days, so do stay tuned.

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