Maruti Suzuki’s high-end retail network Nexa has completed six years of operations today. On July 23, 2015, the company launched a new high-end retail strategy, while preparing to officially launch its first Nexa model S-Cross on August 5, 2015. Since then, the automaker has introduced four other models through Nexa-Baleno, Ignis, Ciaz and XL6.
Maruti Suzuki Nexa currently retails Baleno, Ignis, Ciaz, S-cross and XL6.
Baleno accounted for 65% of 1.45 million units sold
Nexa now has more than 380 showrooms in 234 cities
Maruti Suzuki Nexa: Overview
Nexa operates separately from the regular Maruti Arena channel, which retails nine other models (Alto, S-Presso, Celerio, Wagon R, Swift, Dzire, Vitara Brezza, Ertiga, Eeco). For Maruti Suzuki, Nexa is a strategic move aimed at targeting a new customer base with changing preferences. At the launching ceremony of the Nexa sales channel, Maruti Suzuki India, MD and CEO Kenichi Ayukawa said: “The Indian market and society are changing rapidly, and new customer groups are emerging. We must take new measures to meet the diverse expectations of our customers. . Nexa’s mission is to provide innovative value and direction so that we can fully respond to the new market segments of Indian customers and provide them with experiences that they value.”
Six years later, it can be seen that the differentiated sales strategy has paid off handsomely. The company sold more than 1.45 million vehicles—14,59,368—of which nearly 50% of the cars were purchased under the age of 35. customer. More importantly, Nexa has a very high proportion of first-time buyers-reaching 1 million in six years, accounting for nearly 70% of its total sales or 10,21,557 units.
It can be said that Nexa ushered in a new car showroom dynamic in India. It has a monochrome black and white theme, and the entire light is concentrated on the car. A high level of hospitality and care for customers, specially designed compartments and separate seating areas are dedicated to ensuring his/her privacy, which is very different from ordinary retail stores at that time. More importantly, as early as 2015, Nexa provided a digital experience through the iPad and a paperless environment-which is now essential. In January 2020, Nexa launched an augmented reality showroom, allowing customers to explore Nexa cars in digital form.
Maruti Suzuki Nexa: Sales breakdown
From the 40 stores when S-Cross was launched, Nexa now has more than 380 showrooms in 234 cities across the country. This ensures that there is sufficient coverage in the farthest part of India-in fact, rural India is heating up to Nexa. Maruti Suzuki, recently reached a milestone 5 million sales from rural India, Seeing strong demand in towns and villages for its best-selling Nexa model Baleno.
According to the passenger car sales analysis of our sister magazine OurProfessional, Maruti Suzuki’s Nexa channel total sales were 1,4,59,368. Among the five models sold, the popular Baleno is the best seller, with sales of 9,48,057 units, accounting for 65% of the total sales. In second place is Ignis (1,61,356), followed by S-Cross (1,47,163), Ciaz sedan (1,46,710) and XL6 (56,082).
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Commenting on Nexa’s sixth anniversary, Shashank Srivastava, Senior Executive Director of Marketing and Sales at Maruti Suzuki India, said: “Nexa marks the first initiative of a car company to go beyond selling cars and create new forms of car buying experience. We are constantly striving to innovate. , To provide the Nexa experience for customers in the automotive and lifestyle fields. Nexa has more than 380 showrooms across the country, helping us attract a group of new customers who did not consider using Maruti Suzuki cars before. Six-year milestone and 140 Ten thousand customers have proved the trust our customers have placed in us over the years.”
Maruti Suzuki: Coming soon
Maruti Suzuki’s next major release is Next generation Celerio, Which will be announced in the next few months.After Celerio, the automaker also hopes to launch Five Door Jimny in India. In addition, there are rumors that the brand will launch new premium hatchbacks and SUVs at some point in the future.
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