Maruti takes up rebranding to woo tech-savvy customers

The country’s largest car maker Maruti Suzuki is rebranding its retail network across India, seeking to leverage on digital technology to keep pace with the changing preferences of its modern customer.
  • The Company’s showrooms selling mass market models will now operate under ‘Maruti Suzuki ARENA’ chain.
  • ‘Maruti Suzuki ARENA’ chain is a part of the company’s ‘Transformation 2.0 initiative’.
  • The new showrooms will sport a modern look and offer a warm, friendly and comfortable environment to customers.
  • The company said that 75 per cent car buyers in India do research online before deciding on a purchase.
  • Using digital technology the company aims to “serve and delight” customers in several ways.
  • It will enhance transparency and give customers an exciting purchase experience seamlessly from the digital space to physical showrooms.
  • Digital technology will offer more convenience, more information and better service to the customers.
  • Maruti Suzuki will now have four distinct retail channels: Maruti Suzuki Arena, Nexa, Commercial and True Value, addressing the needs of all its customers.
  • Transformation at the showroom will be in phases and Maruti Suzuki hopes to cover its entire channel in the next 3-5 years.
  • The rebranding is part of the company’s strategy to meet its target of selling two million cars by 2020.
The success of ‘Nexa’ was the stepping stone in the direction of upgrading the company’s network and ‘Maruti Suzuki ARENA’ will also hopefully meet the customer expectations to be a success.  
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