Maruti sales outlets to be rebranded as 'Maruti Suzuki Arena'

Maruti rebrands sales channel as Maruti Suzuki Arena, promises premium experience

"Our target of 2 million in 2020 is not just a target", said Kenichi Ayukawa, Maruti Suzuki's managing director and CEO.

With Maruti Suzuki Arena in place, it will have four distinct retail channels: Maruti Suzuki Arena, Nexa, Commercial Vehicle and True Value, addressing various segments of users. The company has even set up a new website that will allow potential customers to check out their cars and also customise and book it from right there. Progressively, existing showrooms across India will focus on extending the Maruti Suzuki Arena experience to customers.

"The effort is to be in sync with ever evolving customer needs and offer them experiences at par with global benchmarks", it said. The Maruti Suzuki ARENA will make use of digital technology to serve customers in a better way.

According to Maruti Suzuki, nearly 75 percent auto buyers today in India research online before deciding to purchase a vehicle.

Part of its series of initiative to reinvent itself, Maruti Suzuki intends to set up more than 80 Maruti Suzuki ARENA by March next year.

In July, Maruti Suzuki debuted service shops under its premium Nexa brand, which sells such models as the Baleno, Ciaz, Ignis and S-Cross.

"This is poised to strongly connect with the young and do-it-yourself generation", Maruti Suzuki said in a statement.

Talking about the new showroom, the company said, "Digital integration is a key differentiator at Maruti Suzuki ARENA".

Maruti Suzuki commands more the 50 per cent of the vehicle market India. They can explore the entire product portfolio, through interactive Product Vision touch screens at the showroom.

In addition, new showrooms will feature a blue signature design element and an Active Experience Terrace. "Technology will also assist the 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", it added.

The transformation will be done in phases in the next 3-5 years. This particular rebranding exercise is once again an example of how Maruti Suzuki has anticipated that demands of the consumers are now shifting towards a more digitally connected interface.

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