Maruti Suzuki’s premium car dealer network NEXA is a success.
NEXA, the premium sales channel of Maruti Suzuki India (MSIL), has completed one year of operations since launch in July 2015.
The premium dealer network has helped the Indian marker to redefined the car purchase experience and also attract new categories of customers.
At present, the cars sold through NEXA are: S-Cross crossover and premium hatchback, Baleno. The company will soon add their third product the Ignis compact crossover which was showcased at the 2016 Auto Expo.
NEXA dealer network has rapidly grown to 150 showrooms across 94 cities and covers major metros and tier 1 & 2 cities. Over 100,000 cars have been sold through the premium dealer set-up which accounts for 10% of Maruti Suzuki’s total domestic sales. The network employs a strong team of 3500 Relationship Managers.
Maruti Suzuki plans to expand the number of premium dealer outlets to 250 by March 2017 and expects the premium cars to contribute 15% of MSIL sales by 2020.
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Celebrating NEXA’s first anniversary, Mr. R S Kalsi, Executive Director, Marketing & Sales said,
“NEXA has been created to address the needs of a new and growing segment of Indian customers. These customers are well travelled, digitally savvy and frequently experience five-star hospitality. They value personal touch and pampering in their purchase and ownership experience. Over half (51 per cent) of the customers who bought cars at NEXA were not customers of Maruti Suzuki at that point, indicating that through NEXA, we are able to attract new categories of customers.”
Elaborating on the road ahead for NEXA, he added, “To further enhance the purchase and ownership experience, we plan to provide customers enriching experiences beyond the showroom as well. We will curate new experiences around fashion & lifestyle, music and travel. These experiences will touch the lives of customers through international music festivals, fashion/styling sessions and long distance drives. Rather than limit ourselves to selling cars, our aim is to forge relationships over the period of ownership.”