Maruti Suzuki has handed over the creative mandate for its upcoming premium Nexa showrooms to Hakuhodo Percept and Canadian agency Grips Ltd, while the media mandate will be handled by Initiative Group.
Maruti Suzuki has become the first carmaker in India to invest directly in building sales and marketing infrastructure, as the company expands its already-wide network with an aim to attain the 2020 sales target of two million vehicles, a top executive said.
To enhance the customers’ retail experience, automobile major Maruti Suzuki on Thursday launched its new premium showroom range Nexa. Maruti hopes to bring into its net a broader range of customers with the Nexa, especially those seeking individual attention while buying a vehicle. “Indian market and Indian society are rapidly changing and new segments of customers are emerging”.
Almost 100 Nexa showrooms will come up across the country over the next six-eight months, he added. Maruti will also have 30 NEXA outlets open by the launch of S-Cross. NEXA marks the first initiative by an automobile company to go beyond selling cars and create a new format of retail experience for the customer.
Meanwhile, a short teaser campaign has broken across channels this week which presents Nexa as “a new digital experience”.
Maruti Suzuki India managing director and CEO Kenichi Ayukawa said that the company is confident that with Nexa the company will be able to broaden its customer base. Additionally, 1,500 more employees will be recruited to give the customer a unique “pampering” and hospitality experience.
RS Kalsi, executive director (marketing and sales), said the Nexa outlets are designed in a monochrome black-and- white theme with the entire lighting spotlighting the auto.
For cities where NEXA showrooms will now not be available, bookings for the S Cross will be taken at the local dealerships, and then customers will be driven to the nearest NEXA dealership.