In India, Maruti Suzuki has been the go to brand for affordable, value for money vehicles for a long time. However, with the Invicto, a premium positioned vehicle with a higher price tag, this is quite a departure from this image. This has led to discussions around how brands are perceived, what consumers expect and where a brand should be positioned in the market. On one hand, some say Maruti's reputation for reliability and wide service network will help it in the premium segment, while on the other, others think the brand may not be able to justify the higher price to traditional Maruti customers. It also raises the question of whether Indian consumers would be willing to pay a premium price for a Maruti product and what the impact of this may have on the company's overall brand strategy.