India’s largest carmaker rolls out six airbags across variants, including Alto and WagonR, launches ‘Arena Safety Shield’ campaign, but rising costs push up entry-level car prices.
02 Jun 2025 | 2662 Views | By Prerna Lidhoo and Ketan Thakkar
Seeking to overturn long-standing perceptions around its approach to vehicle safety, Maruti Suzuki India Ltd (MSIL) has moved decisively to make six airbags a standard feature across nearly its entire model lineup, marking a significant shift in the company’s product philosophy.
With this initiative, India’s largest carmaker claims that ...
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Seeking to overturn long-standing perceptions around its approach to vehicle safety, Maruti Suzuki India Ltd (MSIL) has moved decisively to make six airbags a standard feature across nearly its entire model lineup, marking a significant shift in the company’s product philosophy.
With this initiative, India’s largest carmaker claims that 97% of its portfolio will soon offer six airbags across all variants, barring a few models that are nearing the end of their lifecycle or awaiting updates. The move is designed to reposition Maruti Suzuki in a market that is increasingly prioritizing occupant protection, especially in the budget and mass-market segments.
“Safety is paramount, and it must be available to every customer irrespective of the variant they purchase,” said Partho Banerjee, Senior Executive Officer, Marketing & Sales, Maruti Suzuki. “Many of our friends in the market offer six airbags—but not in all variants. We believe this should not be a feature reserved for the top-end buyer.”
The upgrade is already visible in high-volume entry-level models such as the Alto and WagonR—vehicles typically seen as budget-friendly and previously limited in safety features. By making six airbags standard across all trims of these models, Maruti Suzuki aims to achieve not only regulatory alignment but also a perceptual shift in how the brand is viewed in terms of safety.
“We want customers to know that Maruti is going very strong on safety. The perception that we’re behind on this front—we’re actively working to change that,” Banerjee said. To amplify the message, the company has launched a new awareness campaign titled “Arena Safety Shield.” The initiative highlights the company’s focus on occupant protection and responsible driving while engaging with influencers and the broader public.
Maruti is also expanding its safety focus beyond passenger cars. It has become the first Indian OEM to introduce Electronic Stability Program (ESP) and other active safety features in the Super Carry small commercial vehicle. “Safety shouldn’t be limited to personal cars. We’ve extended it to commercial vehicles as well,” Banerjee added.
While competitors typically reserve advanced safety features for mid- and top-spec variants, Maruti Suzuki’s decision to democratize six airbags across 97% of its range may prompt others in the industry to follow suit, particularly as buyer expectations and regulatory standards continue to rise.
Industry observers suggest that this shift may have a slight impact on the company’s cost structure. Still, the move is likely to strengthen long-term brand equity, especially as crash-test awareness among Indian buyers grows.
However, this commitment comes at a cost. The inclusion of additional safety features is increasing the prices of entry-level models, a segment where affordability remains crucial. Maruti Suzuki is hopeful that the government will consider interventions, such as GST reductions, to help maintain access and affordability for first-time buyers.
Maruti Suzuki has not yet published any results under Bharat NCAP, India’s official vehicle safety rating program, even as several automakers have begun sharing ratings for their respective models.
Commenting on the company’s progress, Banerjee pointed to the Dzire’s 5-star Global NCAP rating as evidence of its engineering strength. “We introduced the six-airbag Dzire, and it received a five-star rating. Our focus is to provide customers with a comprehensive safety package, not just individual features,” he said.
As part of its broader Arena Safety Shield initiative, Maruti Suzuki offers a suite of eight safety features across several models. These include ESP, Hill Hold Assist, reverse parking sensors, and ISOFIX child seat anchors. The company has also launched a nationwide campaign to raise awareness about its safety efforts and evolving product standards.
On Bharat NCAP, Banerjee stated that the company is actively engaged. “Our engineering team continues to send cars. While I may not have the exact details or timelines, the results will be shared as soon as they are available,” he noted.
With six airbags being rolled out across nearly its entire lineup, Maruti Suzuki’s efforts to strengthen its safety image will likely be reinforced by forthcoming disclosures under Bharat NCAP. The company states that it remains committed to delivering a safety-first proposition across all segments—from entry-level hatchbacks to premium models and multi-purpose vehicles (MPVs).