BackPLAY THINGS: Tech intelligence in the fast lane
Consumers have realized that premium hatchback cars are worth the extra money. The gadgets and technology had something to do with it.
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The car market in India is divided into various blocks. Segment A is for entry level cars (smallest and least loaded in terms of equipment and power)—Maruti Alto and the Hyundai Eon. Segment B1 refers to the traditional hatchbacks, long considered value for money products—Maruti’s Celerio and Ritz, Hyundai’s Santro and i10 and Honda’s Brio are examples. However, the B2 category is the one that attracts the premium buyer looking for a bigger, more powerful and feature loaded hatchback. Maruti Swift has been the consistent bestseller for many years now, but there are more loaded options for the discerning buyer.
B2 hatchbacks and tax rules
The B2 segment hatchbacks are favoured because of the extra space, as car makers use the full 4-metre limit in the tax bracket to provide more space in the cabin. The excise duty on longer than 4m cars is 24%, whereas it is only 12% if the car is measured under 4m.
Starting point
The gadgets and gizmos that these cars are loaded with also appeal to buyers. Entertainment systems with Bluetooth connectivity are pretty much the norm, at least on the higher variants. These allow you to pair your phone with the car to stream music. Secondly, you can use voice commands to make and receive calls, or control media playback. The idea is to let you keep your eyes on the road.
Fiat has massively improved the Blue & Me connectivity package in the new Punto Evo, while Ford’s vehicles use the much acclaimed Sync setup. In both these examples, Microsoft has played a major part in the development and deployment, and both use the Windows Embedded Automotive 7 platform.
Higher spec versions offer multiple airbags as well as anti-lock braking systems (ABS) and electronic brakeforce distribution (EBD), which makes them safer to drive around.
Evolution and philosophy
Volkswagen’s new Polo offers a complete system with voice commands with the entertainment system for media playback and call control, as well as steering mounted buttons in case you don’t want to shout. Pressing the voice command button on the steering wakes up the system, and it goes into the listening mode. For example, say “call xyz", it’ll search the phonebook and dial the number.
ABS gives the driver confidence while braking in emergency situations, because it ensures all wheels maintain traction with the road surface to prevent lock-ups and skidding. In case there is still a scenario when one of the tires loses grip, the braking force is adequately increased on the others to ensure stopping distances don’t increase.
Hyundai has always loaded the i20 with the maximum features among all rivals. The latest iteration, the Elite i20, is no different. For starters, there is a music system with eight speakers (most cars offer six), and comes with 1GB memory to save your favourite music. Once the sun starts to set, or perhaps when you enter a mall’s parking lot, the headlights automatically switch on. If the sensors detect water or rain falling on the windscreen, the wipers automatically switch on. When the key is in your pocket, you can simply touch the door handle to unlock and open the car. And yes, the entertainment system has Bluetooth connectivity options for phone calls and music playback. The most interesting feature—park the car in a dark location, and once you start walking away from the Elite i20, the headlights can be kept switched on for a few seconds to illuminate the way for you.
These are some of the very recent examples of how things are changing—for car makers and consumers alike. The former understands the consumer appetite for relevant features, while the latter is equally getting to terms with the fact that spending between Rs6 lakh and Rs7 lakh on a big hatchback isn’t an outlandish idea anymore. Hopefully, safety features like ABS will soon trickle down to the lower priced variants too, with safety being an important aspect.
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