Cars are aspirational products bought more for their image than only for their functionality. This is more so for an SUV. An SUV may not be the right choice for a rational customer doing cost-benefit analysis. SUVs are big, unwieldy and difficult to manoeuvre in cities. They are high on maintenance and low on fuel efficiency. It is psychology and not economics that drives SUV buying. There are functional benefits of SUVs—more space, off-roading capabilities, more power and flexibility of use. However, many customers never go off road, Renault understands this consumers psychology. Duster has flared wheel arches, muscular body, roof rails, raised suspension and big tyres—all these create the right image. Being small, it removes limitations of a large SUV. Duster delivers value-for-money of price, convenient handling and mileage. It has opened a new category..
Use of Focus Group by Product Development
Renault designed Duster by relying on Focus Group of around 200 people whose profile matched the potential buyer of Duster. It then short-listed 30 families from this focus group across five Indian cities for an ethnographic study spread over two months. The product development team during this period, lived with their target customers to understand their needs and lives. They also assessed their likes and dislikes about their vehicles.
The European Duster, according to this study, required 41 modifications. The critical purchasing factor, they understood, of a car in India is the exterior design. People love an SUV with a rugged look that stands out in a crowd. At the same time, it should function operationally like a sedan — easy to drive, and giving good fuel efficiency. The Indian consumers prefer lot of chrome on their cars. They like body-coloured bumpers. Inside they like a dual-tone interior. The power-window switches should be on the door rather than on the central console. The rear seat need better treatment. There should be inclined seats for comfort. Rear air-conditioning was critical. There should be arm-rests, a mobile charger and a reading light. Some storage space is welcome.
The car was modified to suit Indian conditions. The suspension was reinforced to tackle tough Indian roads. More brackets were added to the doors as they were handled roughly. The engine was tuned to meet the quality of fuel in India and deliver a high efficiency of at least 20 kms per litre.
A customer clinic was organised after initiating the changes. The feedback was sought. It showed that the company is on the right track.