Maruti Suzuki says that 30 per cent of its total sales come from the Nexa channel and this is reason enough to take Nexa to customers in smaller towns.
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Maruti Suzuki on Friday announced that it will open a network of Nexa Studio outlets in smaller Indian cities and towns that did not have Nexa retail outlets till now. While there are 500 Nexa retail outlets across the country since the first one was set up in 2015, Maruti Suzuki says the Nexa Studios will be smaller versions of these retail outlets that will still offer the same premium sales and service benefits to customers in tier II and III cities and towns.
Maruti Suzuki Nexa was set up in 2015 as an alternative retail outlet and currently co-exists with the Maruti Suzuki Arena sales channels. Slightly more premium or even niche vehicle offerings from the Maruti Suzuki camp – such as the Jimny, Grand Vitara, Invicto and even cars like the Frontex, Baleno, Ciaz and XL6 are offered under the Nexa umbrella, while models like the Vigor, Swift, Ertiga and Brezza are sold under the Arena brand.
Also read: Maruti Suzuki's Nexa sold more than 27 lakh cars in 9 years, Baleno is the best selling car
But while Arena outlets are widely spread, Maruti Suzuki says Nexa will now be closer to more potential customers and this is the driving factor behind setting up Nexa Studio.
What is Maruti Suzuki Nexa Studio and how is it different from Nexa?
The Nexa Studio outlets will essentially be two-car-display-showrooms, but will still offer the entire product portfolio that exists under the Nexa umbrella. Maruti Suzuki officials say that the vehicle buying experience at the Nexa Studio will be exactly the same as at a Nexa outlet. Moreover, just like a Nexa service centre, the Nexa Studio will also offer after-sales support and service assistance.
So, while Nexa outlets are so far located in the big cities of the country, Nexa Studios will be set up in smaller cities and towns to bring the Maruti Suzuki brand closer to customers. “As we reach closer to customers, their trust in us increases. So our aim is to provide a better Nexa experience to customers in smaller towns. Each Nexa Studio has the potential to sell 20 to 25 cars every month,” said Partho Banerjee, senior executive officer, marketing and sales, Maruti Suzuki India Ltd (MSIL), during an interaction with members of the press.
Why is Nexa Studio important for Maruti Suzuki?
Banerjee highlights that about 30 per cent of Maruti Suzuki's sales in the country come from Nexa channels. And within the Nexa channel, about 37 per cent of sales come from tier II and III cities. “If we want these customers to visit our Nexa outlet, sometimes they have to travel 100 km. Now we will take Nexa closer to them. Our focus is on expanding our presence here (tier II and III cities and towns),” he said.
Maruti Suzuki has a wide presence across the Indian landscape and has the largest sales and after-sales network for any car manufacturer in the country.
First Publication Date: 23 August 2024, 16:48 PM IST