The Renault Duster has quickly filled up order books as the company registered over 10,000 bookings since its launch last month.
This is not a surprise considering that the Duster mopped up 6,000 bookings within a week of launch.
The French manufacturer wants to decrease the waiting period and is ready to increase the production of the Duster at its Chennai facility.
Currently, the Duster is 60% localized and plans are in place to increase that to 80% in the immediate future. When the localization levels increase, it will be easier for Renault to ramp up the production as parts are easier to procure. Production ramp up is the only way to decrease waiting period.
Since competitors like the Scorpio and Safari are a very common sight, Indian customers booked the Duster to distinguish themselves from the other SUV owners. Customers also want to make hay while the sun shines as the prices may be increased in future. The current prices are introductory as said by Marc Nassif, Executive Director of Renault India.
Besides these factors, the Duster is also extremely fuel efficient, easy to drive as it is based on a compact car’s underpinnings, and as we found out during our drive, certainly value for money.
Renault knew that it had to act quickly to get the first mover advantage. There was no choice but to launch the Duster before the Ford Ecosport and Mahindra mini Xylo. Once these cars are launched people will be distracted. Ford and Mahindra have more dealerships and have participated for a much longer duration in India.