History & Marketing Strategies of Alto

Company Name– Alto
FounderMaruti Suzuki

Alto is a key car built by Suzuki. The badge of the car has often been used on different cars in Japan and in export markets, where it is considered as a city car. The model is now in its eighth generation and its selling points have long included a low price and good fuel economy. 


How it all started

The Alto badge was originally meant to be for commercial use version of the Fronte passenger car. Previously the Alto was only available as a two door “light van” and with bare bones equipment. After the World War-II, the Japanese had a great need of affordable and reliable personal transportation.

Then the company designed an inexpensive and simple to build and maintain two-wheeled vehicle. The patent office of the new democratic government granted Suzuki a financial subsidy to continue research in motorcycle engineering. It has created many successful automobiles.



It was first introduced in May, 1979 and has built in many countries worldwide. It was three-door cargo version of the Fronte passenger car that was equipped with a folding rear seat. It has low price, which was possible by a number of Japanese special concessions for commercial vehicles.

In export markets, the Alto name was used for the passenger car version as well as on commercials the van was marketed as the “Suzuki Hatch” in Australia. The first generation of Maruti Alto was launched in local Indian market on 27 September 2000. 


Alto’s Marketing Strategy and Interesting Reasons behind Its Success

The Suzuki Alto occupies 37% share in the Indian market of passenger cars. Including Alto, none of the product of Maruti Suzuki is high in price and neither have they had features, which make them pricey. It is known for its durability, car design, service and most of the other things, which you will expect from a basic car.

The tertiary product of the company is its service. It also provides services such as on road service by its vehicle that is operated for emergencies.

The marketing strategy includes service centers present across the country. The price strategy of the Maruti Suzuki Alto includes both competitive and penetrative. The pricing policy is based on many factors. The research team of the company makes an analysis of the current marketing trends. 

The price strategy includes the competition, cost of raw materials, economic factors governing the market, distribution charges, and cost of advertisements, dealers profit along with the profit of the company. They emphasize more on volume than on prices and it is the reason for their continued success. They use very distinctive promotional strategy to market its product. The main important is road safety measures.

The advertising strategy of the company has been informative always. They have touched the hearts of the consumers through its services and promotional activities.  


Alto Campaign

The advertisements of the product are being telecast in print and visual media such as newspapers, radio, magazines, road shows, television, workshops and seminars. Maruti Suzuki identified the moving nature of Indian and integrated it’s with its latest campaign ‘Alto, Made for India. Let’s Go India.’

This campaign shows how the car brand beautifully captured the vivid nuances of how India constantly moves on wheels. The campaign of Alto displays that it is an integral part of the journey of every Indians, which includes every culture, every city, every community and every religion.

The campaign was promoted through on ground events and various digital platforms such as Twitter, Facebook, YouTube, Instagram and Hotstar to promote their positioning. It rolled out various promotional videos, poll campaigns, social contents and more on Facebook and twitter. The campaigns yielded good results for the company in terms of engagement as well.

As per the data analytics available, Maruti Alto has connected 41, 91,725 views with 18.71% VTR for the promotional videos and 129,832 views with 27.8% VTR for the promotional posts on Facebook and Instagram. On Twitter, promoted videos reaped 289475 views with 25.30% VTR while promoted tweets received 6491views with 2.17% VTR. Alto took the promotional activity to different cities during the course of campaign. 

Alto almost explored the whole of India on four wheels from metro cities in India such as Delhi, Kolkata, Mumbai and Hyderabad to small cities such as Coimbatore, Guwahati and Cochin. The entire campaign covered on the social websites. Some related contests brought more engagement for the brand promotion on the social sites. The campaign has been successfully grab the eyeballs and reached out to the target audience.

R Madhvan and Varun Dhawan have been the brand ambassadors of the company. It is also able to communicating the very idea that the Maruti Suzuki Alto is an inseparable part of Indian’s journey. The analytical clearly shows that the social pages of Maruti Alto have witnessed good engagement with a high percentage of people participating in contests or polls, watching videos to know more about the products. 



The Suzuki Alto is available in the international market, and is known as Maruti Suzuki A-Star (Alto Star). It is known as Suzuki Celerio in some other countries, launched in December 2008. The second generation of Maruti Suzuki is ‘Alto 800’, was released in Indian car market on 16 October 2012. The price list analytics showcase that the Alto is one of the India’s best selling cars. The second generation includes one more launch named “Alto K10”, launched on 3rd November 2014. 

In May, 2016 a new version of Maruti 800 has been introduced with notable changes to the exteriors, features, interiors and specifications. It comes with many improved quality components like fuel efficiency and more. The Maruti Suzuki also produced another version of ‘Alto’, is ‘Alto Hustle’ but it was being offered between November 1991 to October 1993. The second generation of Suzuki Alto was from 1984 to 1988.

The third generation was 1988 to 1994, fourth generation was worked from 1994 to 1998, fifth generation was from 1998 to 2004, the sixth generation runs from 2004 to 2009, the seventh generation was from 2009 to 2014 and the last or eighth generation is started from December 2014 to present.    

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