Nexa, the premium car dealership range of Maruti Suzuki India, has completed its 1 year in India. Launched in July 2015, NEXA is Maruti Suzuki’s attempt to ‘redefine the car purchase experience in India’. The Indo-Japanese carmaker currently sells S-cross and Baleno through these outlets.
In just one year time, the company currently has 150 NEXA showrooms across 94 cities in the country. As a matter of fact, the company has sold over 1 lakh cars through the premium network range, which is about 10 percent of Maruti Suzuki’s total domestic sales. This makes it one of the fastest growing automobile sales channels in the country.
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.”
By March 2017, Maruti Suzuki plans to take the number of Nexa outlets to 250 to achieve 15 percent total sales from these.