The premium Nexa outlet from Maruti Suzuki celebrated its first anniversary in India. Introduced in the country way back in 2015, it has been attracting a new category of customers towards it. As of now, the company sells the premium hatchback Baleno and the premium crossover S-Cross in the country.
Speaking about it, Mr. R S Kalsi, Executive Director, Marketing and 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.”
He further added that the company is working on ways to enhance the purchase and ownership experience by providing experiences beyond showroom. This will include fashion and lifestyle, music and travel. The experiences will touch lives of customers through international music festivals, fashion or styling sessions and long drives. This will help the brand maintain relationships throughout the period of ownership rather than limiting themselves to selling cars.
Maruti Suzuki currently has around 150 Nexa showrooms spread across 94 cities in the country and has sold over 1 lakh car units, which accounts to about 10 per cent of the company’s total domestic sales. By March 2017, the Indian automaker plans to expand Nexa outlets to about 250 units by March 2017. By 2020, Maruti Suzuki expects Nexa to contribute to about 15 per cent of MSIL sales.
