Maruti opens its premium dealerships, Nexa in Hyderabad

Maruti Suzuki has entered the premium auto market with the launch of NEXA showrooms. The new edition to the brand’s latest philosophy was started by dealers Varun Motors and RKS Saboo at Banjara Hills and Jubilee Hills, respectively.

With these showrooms the company plans to showcase some of their premium category vehicles in the showroom, the first being S-Cross, which will be launched on August 5.

The country's largest auto company is likely to have more 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 addressing the launch event held Banjara Hills.

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.

With that being said, it is interesting to note that Maruti Suzuki recently rolled out its 15 millionth car in India, and most of the major contributors for that milestone have been budget cars like the Alto, 800, and the WagonR.

So though the small/budget cars are raking in good numbers for the company, it is yet concentrating on more premium models like the Celerio, Swift, and Ciaz among others.