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

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

After introducing a separate showroom network for its higher-end cars by the name of NEXA, India's largest carmaker Maruti Suzuki said it will not overhaul, transform and rebrand its remaining auto showrooms in the country.

With Arena in place, the company will have four distinct retail channels: Maruti Suzuki Arena, Nexa, Commercial, and True Value, addressing the needs of all customers. A dedicated personalisation zone with vehicle configurators will enable customers to electronically personalise cars by mixing and matching accessories.

Maruti Suzuki claims customers can now experience the convenience of booking their cars or even personalising through an all-new website.

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Maruti Suzuki commands more the 50 per cent of the market share in the Indian auto industry.

The Company targets to set up over 80 showrooms under the ARENA brand by March 2018.

"Maruti Suzuki Arena will enhance transparency and delight customers with an exciting purchase experience, seamlessly from the digital space to physical showrooms", Ayukawa said.

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Maruti Suzuki ARENA is a part of the company's "Transformation 2.0 initiative", Maruti Suzuki India (MSI) said.

"This transformation at the showrooms will be in phases and we hope to cover the entire channel in the next 3-5 years", added Ayukawa.

Almost 75 per cent auto buyers in India research online before they decide on a purchase. Last month, Maruti Suzuki introduced Nexa Service that takes a modern and technologically sophisticated approach to service and customer relationship. The new ARENA showrooms will have a dynamic facade with a trendy blue signature design element along with an Active Experience Terrace while valets will personally greet auto buyers at the new showrooms. Through Maruti Suzuki Arena, customers can register their mobile number on the Navigation Portal, and explore the product portfolio on interactive Product Vision touchscreens. "They know exactly what they want and they make sure they have enough knowledge of the product before they go to a showroom to make a purchase", he said. There is also an Owners Lounge and Coffee Consultation Area to set the mood for a friendly conversation.

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Relationship Managers will make use of technology with the help of tablets and an app to showcase the wide range of Maruti Suzuki products that are available for the customers.

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