Maruti launches NEXA, its 'premium' showroom

Maruti Suzuki entered the premium auto market with the launch of NEXA showrooms on Thursday in Delhi. The company plans to showcase some of their premium category vehicles in the showroom, the first being S-Cross, which will be launched on 5 August 2015.

The country's largest auto company is likely to have 30 NEXA showrooms operational by the launch of S-Cross, their premium crossover vehicle. "In the next 6-8 months, we plan to have 100 NEXA showrooms," said RS Kalsi, Executive Director, Marketing and Sales, Maruti Suzuki.

With the launch of NEXA showrooms, the company is not only aiming to expand its reach and appeal the high net worth customers, but also plans to rebrand itself as a premium auto company.

According to the company, NEXA will offer premium hospitality and digital experience to customers. "We have 45 per cent market share, but that means 55 per cent customers are not with us. With the launch of NEXA, we plan to reach out to this segment of the customers," said Kenichi Ayukawa, Managing Director and CEO, Maruti Suzuki India in a press briefing.

Initially, the company will start the showrooms in the top 20 cities, and subsequently expand the network to 40 cities. The dealership of the NEXA showroom will be given to existing dealers of Maruti Suzuki, which has a network of 1,650 dealerships across the country.

"The investment on the showrooms would be done by the dealers, but they have to follow our specifications on design, space and look of the showroom. We will help the dealers train relationship managers," said Kalsi.

The company is planning a number of launches during the year to have a full portfolio of premium vehicles. According to a company executive, the company is planning to launch a compact SUV soon.