Maruti to rebrand retail network
To cover all 2,050 showrooms in 3-5 years; carmaker to assist with tech, design
The country’s largest carmaker Maruti Suzuki on Wednesday said it would rebrand its retail network of 2,050 showrooms, under which it would leverage digital technology to attract more customers. While it will continue to sell premium models through its Nexa channel, all other models will be sold via the Maruti Suzuki ARENA network.
“We will redefine the customer experience at our network… This transformation at the showrooms will be in phases, and we hope to cover the entire Maruti Suzuki channel in the next 3-5 years,” the company’s Managing Director and CEO Kenichi Ayukawa said.
The company is eyeing a revamp of about 80 showrooms in the current financial year. While Maruti Suzuki will assist with the technology and the design, the investment for revamping the showroom will be put in by the dealers.
“Expansion of the dealer network is an ongoing process. We are currently in the process of purchasing land parcels for new stores. The target for this year is 100,” R.S. Kalsi, senior executive director (marketing & sales) at Maruti Suzuki India said.
He, however, clarified that the company did not plan to own any dealerships and the land purchased would be given on lease to the existing dealers.
On the retail network revamp, Mr. Ayukawa added, “Technology will assist Relationship Managers who, equipped with tablets and an app, will showcase the wide range of Maruti Suzuki products and variants to customers for ease of comparison. Information on tap will enable the Relationship Managers to address customer queries promptly.”
New showrooms will have a dynamic facade with a trendy blue signature design element and an Active Experience Terrace. Valets will greet car buyers in this space.
A Coffee Consultation Area and an Owners’ Lounge will set the mood for friendly conversations, he said.
Art of selling: Maruti is in the process of purchasing land parcels for new stores, says R.S. Kalsi.