Saturday, March 03, 2012
By Manoj Kumawat
Skoda Rapid overtakes Volkswagen Vento
In a surprise to many in the Indian automobile industry, the Skoda Rapid sedan is gradually leaving behind its sibling Volkswagen Vento in sales, within just three month of its launch in the Indian market. Carrying a greater value for money, the Skoda Rapid sedan has now become one of the leading cars in mid-size sedan segment. In February 2012, the sales of Skoda Rapid were 2,204 units as compared to 2,174 units of Vento.
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The surge of Skoda Rapid and fall of Volkswagen Vento have been happening almost simultaneously since last few months. The monthly sales figures of Skoda Rapid for the months November 2011, December 2011, January 2012 and February 2012, were 957 units, 1,296 units, 1,503 units and 2,204 units. On the other hand Vento has witnessed a sharp fall in sales during these same months to 3,055 units, 2,437 units, 2,143 units and 2,174 units. One can clearly see from these sales figures that while Skoda Rapid is surging upwards in terms of sales, the sales of its sibling Vento are going downwards.
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However, Volkswagen Group won’t be worrying too much from this cannibalization of Vento, as Skoda is its own subsidiary. And ultimately, the presence and sales of brand is growing as a whole in the highly competitive mid-size sedan segment in the Indian market. Some industry experts also believe that the cannibalization of Vento is deliberate from the company’s side and it is a part of firm’s superb product engineering.
With the launch of new Skoda Rapid, Volkswagen Group now have two products in the same segment, registering considerably high sales figures. This will enable the group to compete more promptly with the segment rivals like Honda City, Nissan Sunny, Maruti SX4, Ford Fiesta, Hyundai Verna and Fiat Linea.