Maruti to re­brand re­tail net­work

To cover all 2,050 show­rooms in 3-5 years; car­maker to as­sist with tech, de­sign

The Hindu - - BUSINESS -

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.

Showroom re­vamp

“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.

SHANKER CHAKRAVARTY

Art of sell­ing: Maruti is in the process of pur­chas­ing land parcels for new stores, says R.S. Kalsi.

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