Maruti to take cue from Nexa to impress young buyers

India’s biggest carmaker company Maruti Suzuki India Limited (MSIL) is considering changing its sales and service experience by incorporating whatever it learnt from Nexa outlets, so that it can start catering to young buyers and their demands. It would also help MSIL to reinvent its corporate brand across all its channels.

In the first phase of this revamp to be completed till March 2018, MSIL aims to start operating 150 standalone showrooms for its pre-owned car chain True Value, while 60-70 service outlets would be dedicated to its premium retail chain Nexa. There would also be 80 refurbished outlets for the traditional sales network.

"The idea (behind the revamp) is to reinvent and become more dynamic. The average age of Maruti Suzuki customers is getting lower. About 10 years ago, Maruti was known as a father's car, but today the company's products appeal to consumers across different age groups. We want to enhance our customer experience," Maruti Suzuki MD Kenichi Ayukawa told ET.

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Given that the younger buyers are more techsavvy, MSIL would use the digital medium so that it can offer information easily and instantly, including the option to book test drives and vehicles online.

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