New Delhi: Adopting a dual marketing strategy, India’s largest car maker Maruti Suzuki India on Thursday launched retail outlets under Nexa brand to sell premium products to cater to the upper end of the consumer segment. Maruti Suzuki India managing director and CEO Kenichi Ayukawa said that the company is confident that with Nexa the company will be able to broaden its customer base.
“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 in their car-owning experience,” Mr Ayukawa told reporters after unveiling the new brand.
Maruti’s upcoming S-Cross model would be the first product to be sold from Nexa outlets. S-Cross will be launched in the first week of August and is expected to be priced around Rs10 lakh.“Based on our company’s vision to sell two million vehicles annually by 2020, we are starting various initiatives,” said Mr Ayu-kawa, adding that Nexa outlets is one such step lined up in that direction. Nearly 100 Nexa showrooms will come up across the country over the next six-eight months.
The company plans to launch a number of premium products in the next one year via Nexa channel. According to Maruti Suzuki India executive director (marketing and sales) R.S. Kalsi, “We have a number of products in pipeline. Some will go to the regular channel and some would go to Nexa.”
