Earlier Maruti Suzuki tried to move upmarket with the launch of the Grand Vitara and Kizashi, but things didn’t do well as the company calculated. The general hesitation of buyers when it comes to a high priced Maruti, it didn’t take-off well in our markets.
Having realised the mistake, this time Maruti is trying to move up-market safely in its second innings with the introduction of premium ‘NEXA’ dealerships and adding value for its premium products. The company will retail their upcoming S-Cross crossover through these new dealerships when it goes on-sale on August 5, 2015.
This experience includes standalone dealerships for Maruti’s premium line-up of cars, a personal relationship manager, who will serve as the single point of contact and will look after the buying and the servicing requirements. The showroom will sport a black and white theme with the lighting focused on the coloured display vehicle. iPads will provide customers all the information they require relating to the product and Apple TVs, placed inside the showroom, will replicate the tablet screen for a better virtual experience.
About 35-40 Nexa dealerships will be operational by the time S-Cross launched in India, Maruti will introduce nearly 100 NEXA dealerships across the country within next 6-8 months. Nearly 1,000 personnel are recruited and trained already and this number will go up to 2,500 over the next 6-8 months.
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