Maruti Suzuki Ignis launch: Something New or just as generic as EDM lyrics?

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Why is it that every time you hear an EDM track, you always feel like you have heard that one before? I use the term ‘EDM’ loosely – it encompasses all genres of synthetically produced dance music that I’ve had to impose on my ears for the last decade. The lyrics are strangely vague and generic so that everyone, at all times, can relate to them. The melody is familiar too – the same metallic notes playing on loop over and over until you’re forced to feel great. Somehow, Maruti Suzuki have decided that having their target audience associate their new product with this particular genre is the best way to reinforce the idea that the Ignis is ‘Something New’. That is, literally, the title of the Axwell ^ Ingrosso song they’ve used to promote the Nexa Experience sponsored concert they will be launching the car at. On Friday the 13th – because… they’re edgy like that.

Maruti Ignis features price launch
Much LED. Such DRL


Hopefully, the Ignis, once launched will not be burdened by the same tired old trope that plagues EDM concerts. Sure, it runs the same engines you’ve seen in the Maruti Suzuki Swift and Baleno  – a 1.2-litre K-Series petrol and a 1.3-litre DDiS diesel, respectively. And maybe, just maybe, it has that Wagon R look about it – thanks to the tall-boy stance. But the projector headlamps – which are duly focussed on the promotional video for the Electronation concert – have distinctive looking U-shaped LED daytime running lamps running through them. Also highlighted on the front is the chrome lining on the grille. Another distinguishing characteristic of the profile is the raked rear windshield and the angular hatch door. And when you need your car to look more butch and commanding, you have some black cladding and matching alloys to the rescue.

The cabin is packed with more millennial bait in the form of an infotainment system compatible with Android Auto and Apple CarPlay – so you can play Something New on loop forever and ever. Other notable elements include the floating dashboard design – with dashes of colour to match the exterior shade you pick for your Ignis. Considering the price range it is expected to be offered in, it will sit below the Vitarra Brezza segment – more in the vein of the Mahindra KUV100. Here’s the promotional video for the Electronation concert featuring Axwell ^ Ingrosso.