Maruti Suzuki India Ltd. (MSIL) has launched NEXA, a premium
sales channel in India for its premium product portfolio.
Maruti Suzuki has 300 dealers who operate 1650 outlets and
3000 sub outlets. The company has offered these dealers the option to either
open a brand new NEXA dealership or upgrade an existing outlet. Maruti is
planning on opening 100 NEXA showrooms across 30 cities in the next 6-8 months.
Since Motown India last reported on NEXA
on May 14, 2015, the company has been operating through some of its NEXA
outlets in some cities like New Delhi and has been selling the Ciaz from the
currently operating NEXA showrooms. Maruti Suzuki has also confirmed that the
new Suzuki S-Cross crossover will be launched on August 5, 2015. Once the
S-Cross is launched, Maruti will cease the sales of the Ciaz from the NEXA
outlets and will only be available from the regular Maruti Suzuki dealerships.
Kenichi Aykawa, Managing Director & CEO, MSIL said “NEXA
provides a new experience of hospitality from Maruti Suzuki. Indian Market and India Society are rapidly
changing and new segments of customers are emerging. We have to take new
initiatives to meet diversifying expectations from our customers.
“The Mission of NEXA is to offer innovative value and
direction so that we can adequately respond to the new segments of Indian
customers and offer them the experience which they value. While we will of
course continue to enhance customer satisfaction in our current network with
Nexa, I am confident Maruti Suzuki will be able to cater to a broader range of
customers who value pampering, innovation and a personal touch to their car
Maruti have explained NEXA in four words, “Design, Digital,
Lifestyle and Hospitality”. In terms of “Design”, Maruti Suzuki has used only a
Black and White colour scheme to design the outlet. Also the lighting in the
store has been focused to showcase the cars more than anything else. Every
showroom will have an air conditioned delivery room where the customer will get
his car delivered to him in that room with his favorite song playing as he
drives off. “Digital” – all Nexa showrooms will be equipped with iPads and the
entire experience will be paperless. The iPads will have virtual car
configurators synched with Apple TVs that easily mirror iPads. “Lifetime” – The
relationship Manager will ensure the entire buying. Another feature is the
MyNEXA, a loyalty programmethat has been designed to offer rewards and recognition
through co-branded credit cards and tie-ups with lifestyle brands.”Hospitality”
– Maruti Suzuki has now decided to pamper its customers before selling them a
car. Specially designed cubicles and separate seating areas will also provide
privacy while the conversations are on.
The first NEXA outlet in the world is in Sector 9, Dwarka,
New Delhi (Dwarka Sector 9 metro station). The upcoming S-Cross is now on
display at the currently operational NEXA showrooms.
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