Maruti Suzuki’s India Limited’s premium dealership chain, NEXA, has completed one year of operations. Launched in July 2015, NEXA was positioned as the premium dealership for select Maruti Suzuki products. Starting off with the S-Cross, which didn’t quite sell in great numbers, the NEXA saw the sales of the Baleno hatchback through its floors, and the product turned into a blockbuster for the brand.
According to MSIL’s official statement on the brand’s anniversary, the showroom chain has sold over 100,000 cars through its floors, which is about 10% of MSIL’s total domestic sales volume. NEXA, as of date comprises 150 outlets across 94 cities with a 3500 strong team of Relationship Managers. Maruti Suzuki plans to expand the number of NEXA outlets to 250 by March 2017. NEXA is expected to contribute 15% of MSIL sales by 2020.
Another interesting fact, as elaborated by Mr R S Kalsi, Executive Director, Marketing and Sales MSIL is that about 51 percent of the customers who bought cars at NEXA were not customers of the Maruti Suzuki, indicating that the brand has been able to acquire new customers through the premium positioning of its showroom chain. “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”, he added.
Going forward, MSIL plans to further enrich the customers experiences “beyond the showroom”. The company plans on curating new experiences around fashion & lifestyle, music and travel. MSIL will plan and organize international music festivals, fashion/styling sessions and long distance drives for their NEXA customers. “Rather than limit ourselves to selling cars, our aim is to forge relationships over the period of ownership” said Mr R S Kalsi