Maruti Suzuki’s Nexa premium dealerships have transformed the car buying experience in India since their establishment eight years ago. Moving beyond conventional car sales, Nexa has garnered an impressive two million customers and expanded its presence to over 460 outlets across 280 cities in the country. This article delves into the journey of Nexa and its significant impact on the Indian automotive landscape.
A Premium Concept
In 2015, Maruti Suzuki India Limited (MSIL) introduced Nexa with a vision to deliver global standards of automotive experiences and innovation. This fresh approach aimed to elevate the car buying process, offering customers a premium and immersive experience. Moreover, The S-Cross and Baleno were the first models under the Nexa banner, laying the foundation for its success.
Maruti Suzuki’s Expansion
As Nexa gained popularity, Maruti Suzuki rapidly expanded its premium portfolio. The introduction of the Ignis and Ciaz in 2017 provided customers with more choices. The following year, the Maruti Suzuki XL6, a luxurious version of the Ertiga with middle-row captain seating, further strengthened Nexa’s offerings.
Continued Growth and Innovation:
Maruti Suzuki’s dedication to innovation fueled Nexa’s growth. In recent years, several new models have been launched under the Nexa banner, enriching their offerings across various price brackets.
Recent additions to the Nexa lineup since late 2021 include:
- Grand Vitara (September 2022): A premium SUV featuring strong hybrid technology for eco-conscious customers seeking sustainable mobility.
- Fronx (April 2023): A model incorporating futuristic design elements and cutting-edge features, appealing to the modern urban customer.
- Jimny (June 2023): Targeting adventure-seeking enthusiasts with Suzuki’s AllGrip Pro 4WD system.
- Invicto (Last month): Combining elegance and performance, catering to discerning luxury car buyers.
Premium Experiences through Nexa
Nexa’s success extends beyond its product range. The brand offers unique and innovative experiences to its customers through three pillars:
- Nexa Music: Celebrating music and supporting emerging artists, creating a bond between the brand and its audience through shared passions.
- Lifestyle: Providing lifestyle products and services that complement the premium car ownership experience, connecting with customers beyond the showroom.
- Journeys: Organizing curated travel expeditions for customers, encouraging them to explore and experience new adventures.
Embracing digitization, Maruti Suzuki enhances the Nexa experience. From a fully digitized car buying journey to an industry-first Augmented Reality (AR) car showcase, the brand consistently integrates technology into the car buying process. Additionally, Nexa showrooms exist in the virtual world through NEXAVerse, creating an immersive experience for tech-savvy customers.
Market Domination
Nexa’s impact on Maruti Suzuki’s sales is undeniable. From contributing 5% of sales in 2015, Nexa’s share has soared to over 31% in the first quarter of this financial year. This meteoric rise attests to the brand’s commitment to innovation, customer-centricity, and delivering unmatched automotive experiences.
Conclusion
Maruti Suzuki’s Nexa premium dealerships have redefined the car buying experience in India. With a customer-centric approach, innovative initiatives, and an expanding product portfolio, Nexa has become a force to be reckoned with in the Indian automotive industry. As the brand continues to push boundaries and shape the future of car retailing, it solidifies its position as a trailblazer in the market.