The company Maruti Suzuki has built on the concept of affordable, good transportation as a brand for the Indian masses. The Futuro-e concept, however, is a departure from this traditional image presenting a concept car with advanced electric powertrain and futuristic design. It also questions whether Maruti can offer up a high tech, premium looking vehicle and still retain its reputation as an affordable car. But the electric vehicle technology, combined with Futuro-e’s premium design elements, could see the price point go higher than what Maruti usually offers. This could turn off the core customer base of the brand, who are used to value for money products. On the flip side, by entering the premium EV space itself, Maruti would be able to reach out to a new set of customers and succeed in growing its margins. The struggle is in finding the equilibrium between innovation and market expansion while keeping the brand’s core values of accessibility and cost effectiveness.