Just about every single marketing spiel I get to hear at automotive events invariably involves a bit on how the large hatchback segment is the driving force of the Indian auto industry. Sure, the numbers are massive, but then again if you really look at trends, you’ll see that the SUV segment is one of the fastest growing ones and people are moving up to bigger and better vehicles. Sure, we might have one of the youngest populations on the planet right now, but that doesn’t mean that there aren’t enough takers out there who wish to have a great family vehicle. The millennials can choose from a plethora of choices and even have a product like the Ignis designed to suit their needs, however the young family with big aspirations is left with little choice.
The MSIL Ertiga is a popular choice for many small families
Most of these families either go in for a compact MPV (Read as: Maruti Suzuki Ertiga, because nobody is buying the Mobilio!) or if they have a bigger budget, the target then is to have an SUV like the Mahindra XUV500 or Scorpio or stretch it a bit to the Toyota Innova, Fortuner and Ford Endeavour. These are what broadly qualify as family vehicles and the Tata Hexa is soon going to join this esteemed category, however the truth be told, none of these deliver the package in the manner that a minivan does in the American market. After all, SUVs are also about freedom and adventure and don’t really fit the bill of being the ideal vehicle to ferry the kids around in. Having said that, this is also the reason that can best be attributed to the growth rate of the SUV segment in the country.
What this does is leave a big gap for a manufacturer to step up their game and bring in a whole new dimension to family mobility solutions by offering a true-blue minivan along the lines of a Toyota Sienna or a Honda Odyssey. Much like the pickup truck segment which was non-existent in the Indian market till the Isuzu D-Max V-Cross came around and changed things, the minivan segment is just waiting to happen. There is a latent demand and all the signs point towards it, but due to the lack of choice, customers have to put their money down on the closest option (which is also why the Toyota Innova gets all the attention I suppose).
The Toyota Innova Crysta is raking in the numbers
Having said that, a Toyota Sienna or a Honda Odyssey might come in at a very high price point, which got me thinking about what it would take to make a minivan for India as importing one of these wouldn’t suffice. To put things in perspective, a Toyota Sienna retails anywhere between Rs 19-27 lakh (dollar conversion) in the US market depending on trim and accessories. If imported, a top of the line Sienna would retail at Rs 60-65 lakh and that would defeat the purpose.
What would a minivan for India be like then?
The Toyota Sienna is the ideal minivan, but just might be too expensive for our market
To really do justice to the customer, the manufacturer who takes up this challenge will have to design and develop the minivan right here and offer it at a price point that is extremely competitive. I am thinking that if such a vehicle would retail for anywhere between 14-16 lakh Rupees it would be a winner.
Loads of gadgetry for the geeks too!
In effect, such a vehicle would have to come with all the bells and whistles (all the safety, comfort, convenience and connectivity features) you find on a vehicle like the Mahindra XUV500 or the Tata Hexa and have that packaged into something that is about the same size as a Toyota Sienna or Honda Odyssey. Remember, a minivan is about comfort, convenience, space and safety. Outright performance isn’t the top of the buyer’s agenda and I would think that a 2.2 litre common rail diesel motor that churns out 140 PS of power would easily do the job. Attention to the cabin layout is an absolute must and the manufacturer would have to keep in mind that such a vehicle needs three rows of seating that are easily accessible (sliding rear doors are a great idea) plus there has to be enough room for luggage. If you have to conjure up an image of such a van, just think of a slightly longer Toyota Innova with sliding rear doors, a slightly lower floor and the third row pushed back a bit. You will get the idea of what I’m trying to establish here.
The cabin of the Honda Odyssey is an indication of how space should be allocated on board
The manufacture would also have to pay special attention in ensuring that this vehicle is extremely easy to drive. You don’t want to rule out the women of the family that would like to get behind the wheel. For starters, it needs to have a nice commanding driving position, ergonomics need to be spot on and then you want to ensure that the clutch is nice and easy to use or if you can budget for a slick automatic – go for that. The steering can’t feel heavy, however since such a vehicle with invariably be used on long road trips as well, it has to firm up nicely at high speeds.
It really isn’t a tall order and I honestly believe that such a product is very doable for manufacturers like Tata Motors and Mahindra. They have all the bits and pieces – it’s just about packaging them into a vehicle that is designed for the family. Sure, I am making it sound too easy, but that doesn’t take away from the fact that such an idea does hold merit and can possibly be carried out.
The Toyota Sienna is the benchmark if you were to ask me, however a ‘Made-in-India’ minivan that boasts of similar features and available at half the price would be a winner!
There is a lot of potential for such an offering and there are enough market indicators to show proof of concept. It is about reading between the lines on what you see and what holds a lot of potential. Don’t forget that there was a time that manufacturers believed that pickup trucks wouldn’t work or that superbikes wouldn’t bring in enough customers. The market has proved them wrong. The minivan segment might not come across as exciting, but there is a lot of interest in such a product and think about the future. With millennials going the family way and wanting to keep their global outlook and image intact (yes, being a soccer-mom isn’t going to go out of fashion), there will be demand for a global level product that caters to that very sentiment. As a young father of a 3-year old, I know I would love one!
About the Author:
Vikram loves to drive on asphalt, dirt and slush – not specifically in that order. His six-foot frame makes him perfect for testing leg-room, boot space and payload for all his brutally honest car reviews. When he’s not taking a car off the tarmac or stretching his legs after being cramped inside one, Vikram is designated ambassador of brand MotorScribes. You can follow him on Facebook or look him up on Twitter @VikramGour