Perfect harmony

A blog I read recently about marketing by Seth Godin, which critics might dismiss as an aphorism, said that "just about every successful product or service is the result of smart marketing thinking first, followed by a great product that makes the marketing story come true".

This might seem to be going against the grain of conventional thinking – of how an idea is turned into a product after market research and then marketing for that product is done. I don't think Godin is referring to market research here. He is perhaps telling a marketing story – how an idea goes on to become a great product that people love to talk about.

What do people like to talk about when it comes to cars in general? The fuel average is definitely on top of the list, followed maybe by speed and handling. Reliability and looks are also hot topics for most of us while the icing on the cake is probably the after-sales service and resale value.

So, if you are considering making and marketing a car keeping in mind these factors which are people's expectations of an everyday car, and if you can actually build a car where all these factors are met to little higher levels than expected by the common man, I think you will have a winner. But wait a minute. Somebody has already done just this – the Japanese. In fact they have been doing this for the past few decades.

The Jazz seems to have been developed after some market research and after listening to people who want a small, fuel- efficient and reliable car. Now in its second generation since its introduction in 2001, the Jazz has come a long way. It's true that now even cars in the smaller class are not exactly cheap, but the Jazz has a package that is unlikely to make the owner complain. With good and spacious interiors, a cool panoramic glass roof, and dashboard styling taken from the new Civic, this car is quite appealing. Actually it makes sense even if it is going to be your only car.

The Jazz has a few fancy features like the ‘Magic Seats' which have a one motion dive down operation. The front seats need not be moved forward in order to collapse the rear seats. The rear seat headrest comes flush with the back of the front seat when collapsed to reveal a large storage area.

The engine is a 1.5-litre iVTEC that produces 118 hp @ 6,600 rpm. A relatively larger engine than the common 1.3 litre that is quite common in this class. The Jazz is powerful enough for quick city driving and is not bad on the highways either. It's not your typical highway cruiser, but it gets the job done without causing any frustration.

The new detailed exterior styling is quite an improvement over the earlier Jazz even though the overall looks are still the same. This segment was one where small European cars had dominated for a long time with their small engines and good body design which was way ahead of what the Japanese were used to making.

The Jazz is a car that changes that basic assumption. The Japanese small car is now aesthetically appealing in addition to being a reliable choice. It kind of sorts out the missing link issue that these cars were facing a few years ago. Sure, everybody knows that reliability is of paramount importance, but what good would it do if the looks of the car left much to be desired. The Jazz addresses this issue very well.

The 5-speed automatic transmission and the paddle shifters are also new in this segment. Handling and ride quality are quite good and comparable to similar sized cars.

The all-round visibility enhanced by the glass roof and large windows are quite necessary for a pleasing ride in the city.

In designing and compiling the feature package of the new Jazz, it is quite clear that Honda has indeed taken a lot of effort in analysing this market and attempting to understand what cars in this class need in order to actually stand out and become a first choice. Spacious interiors, a good sound system, above average handling and power for most types of drivers, great exterior styling and above all, the renowned reliability that comes with the brand name.

Yes it does look like many of its important components are made of plastic and it lacks the solid feel that European and American cars offer, but that doesn't seem to count very much for a small city car. On the whole, the Jazz is indeed
a result of a good marketing story.

A car that completes what was lacking in such cars and enriches the owner's sense of satisfaction and pride with a feature rich yet economical package.