Maruti revamps dealership network for new age buyers

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It is built in the pillars of design, technology and experience.NEW DELHI: India's largest carmaker, Maruti Suzuki India Ltd., today announced rebranding of it's retail network across India.

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

Maruti Suzuki ARENA is a part of company's transformation 2.0 initiative.

About 75% auto buyers in India research online before deciding on a purchase, the company said and the revamp is being done keeping in mind the reducing gap between digital and physical space in accessing information. Maruti Suzuki ARENA allows prospective buyers to book their cars or even personalise it on the newly launched website. The Maruti Suzuki ARENA will make use of digital technology to serve customers in a better way.

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Maruti Suzuki, India's largest carmaker by volume, now has almost 50 percent of the market share. The company aims to set up over 80 Maruti Suzuki Arenas by March next year. "Technology will be a key differentiator where we have aligned with the new age customers". "With Maruti Suzuki ARENA, we take an important step forward in our journey of transformation".

He, however, clarified that the company did not plan to own any dealerships and the land purchased would be given on lease to the existing dealers. "The overall experience will make the customer feel special", the company said. "The target for this year is 100", R.S. Kalsi, senior executive director (marketing & sales) at Maruti Suzuki India said. Nexa was launched in July 2015, and the brand now has over 200 showrooms.

A dedicated personalization zone with auto configurators will enable customers to electronically personalize cars by a mix and match of accessories. "Nexa is more about sophistication, while this [Arena] is more about [being] trendy and about friendliness", Kalsi said. The new dealerships will be known as ARENA and will be well equipped digitally to cater to the demand of the tech savvy customers. The upgrade will include product vision screens, personalisation spots for choosing accessories, cafe and lounge areas - among several other features.

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