Millennials seem to be the biggest marketing mystery of our times – they've got everyone guessing and then second guessing. Everything from their obsession with gadgets and the need to open their lives to public opinion on social media translates to the kinds of cars they're driving as well. It's not just about the mechanical package anymore – features like connectivity, navigation and a unique styling proposition play a huge role in attracting young buyers. They’re not ferrying the whole family, it’s not just about practicality. Has any car manufacturer really cracked the millennial code? Only time will tell, but here are some examples that seem to be trea(n)ding in the right direction.
Maruti Ignis
The Maruti Ignis combines India's love for SUVs with the manageability of a hatchback to create a unique crossover that is styled brilliantly for the new era. It is quirky, bold and exudes enough road presence to catch attention. The styling is well-rounded with the inclusion of LED projector headlamps, funky daytime running lamps and big-ish 15-inch alloy wheels. Flared wheel arches and a stubby C-pillar with its engraved slat pattern add a sense of ruggedness as well.
Special Arrangement
The interiors offer up a rather retro-modern appeal in design and layout with what is probably the most important feature taking centre stage on the dashboard - the 7-inch touchscreen infotainment system. Pre-loaded with Apple CarPlay, Android Auto and Navigation, the Ignis provides seamless integration with smartphones regardless of whether you swing the iOS or Android way. Under that very tablet-like setup for the infotainment touchscreen, is what looks like a high-end audio-dock for smartphones but on the Ignis, this houses the air-con controls. While those gadgets go a long way in getting tech-savvy youngsters hooked, the Ignis complements it all with a competent mechanical package: a choice of either an 83PS, 1.2-litre petrol engine or a 75PS, 1.3-litre diesel mill are available with both 5-speed manual and AMT gearboxes. Compact dimensions, tall seating position, light steering and parking sensors make the Ignis a near-perfect vehicle for those dashes to the college, club or even coffee shop.
How much? Rs 4.56-7.54 lakh (ex-showroom, Delhi)
Renault Kwid Climber
This little Frenchman has been around for a while now but more than any of its other variants, it's the Kwid Climber that has all it takes to reel in the young crowd. The Kwid Climber sports three colour schemes but it’s the electric blue paintjob with bright orange highlights extending all the way inside the cabin that has us hooked. The Kwid entices with its pricing strategy as well, being one of the most inexpensive cars available in the market, yet sporting all the gadgets you need. The 7-inch touchscreen MediaNAV infotainment system makes up the bulk of the dashboard and offers great connectivity options including USB and AUX ports.
Special Arrangement
The instrument console is entirely digital as well, with big, bright numbers depicting speed among other information. The way the interiors on the Climber have been designed, this cabin looks more like a proper gaming station and to take things a notch higher is the unique easy-R drive selector for the AMT version. Turn the dash-mounted knob to D, press the accelerator and you’re off – much like operating a game controller – no fuss. For those who want the manual 5-speed transmission, the gearshift lever itself has some more of those orange highlights. Packed under the bonnet of the Renault Kwid Climber is a 999cc, three-cylinder, 68PS petrol engine which, coupled with the car’s light body weight, makes for a decent city performer.
How much? Rs 4.24-4.53 lakh (ex-showroom, Delhi)
Mahindra KUV100
When you’re young, restless, on a budget and when you want nothing short of the inherent ruggedness of an SUV, then Mahindra’s KUV100 waltzes into perspective. With its maker’s image now embodying a very outdoorsy aura, the KUV100 brings all that into a compact, tech-laden mini-SUV form factor. The KUV is all about breaking the norms to bring a fresh perspective to the car buyer. The quirkiness starts all the way on the outside with very cute, but borderline-weird (to the non-millennial) styling. Armed with a plethora of cuts and creases, the KUV looks like a little stuffed-toy-monster.
Special Arrangement
It continues on the inside with the innovative front bench and tons of clever storage trays and compartments. The gear lever juts out of the dashboard which itself has a very clean, functional and simplistic approach to its design. The tall driving position makes puttering around town an absolute breeze. Powering the KUV is an extremely potent 76PS, 1.2-litre, three-pot diesel engine, which combined with the car’s light weight, makes for quite a sprinter! In a nutshell, the KUV100 is an interesting little car targeted at a younger crowd – gently easing them into the SUV lifestyle.
How much? Rs 4.58-7.36 lakh (ex-showroom, Delhi)
