And that's exactly how Gandhara has failed. Sure if I am to buy a car, I'll (currently) not be looking at Sunny at all. And what's wrong in looking for higher resale value?
Why do Corolla and Suzuki have high resale? why did our consumer chose these brands over sunny? thats the point that needs to be considered.
Blaming the consumer for a company's fault is the most retarded thing they can do. Afterall, the first law of business is that consumer is always right. If consumer isnt buying your car for its low resale, then think of ways to improve its resale.
In my opinion, Sunny can have a good future and capture some market but for that they need to do atleast two things ( and this applies for every new entrant).
- Firstly, they will have to convince the consumer, in one way or the other, that they wont be packing up soon...that they are here to stay and become a market leader.
A consumer doens't want to buy a car that has the possibility of being discontinued after a short while.
- Make the consumer believe that spare parts and mechanics are easily and cheaply available all over pakistan, even in small cities and highways, etc. That's the key to having a good resale.
Those two points will need some investment but most importantly a smart management.
In my opinion, paksuzuki did a blunder of introducing the name LIANA thereby signalling an end to Baleno. They should have kept the name Baleno for it and somewhere around 2009, introduced a new shape. Perhaps, it would have been less of a disaster than it is today.
Now, even if they introduce some better car, the consumers mind is that suzuki is a failure in the 1.3 segment and its only a matter of time before this car flops too. I'll be loosing so much money on resale while my fellows who bought a corolla will sell it high and easy.
Its all about consumer psychology and who can convince him faster and better. Unless its an utter crap, the real worth of your car comes second.