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Maruti Suzuki, India’s largest carmaker, is planning to roll out its new cars without the ‘Maruti’ brand name.
According to a Times of India report, Suzuki’s new cars will carry only the ‘S’ badge. The cars will sport the model’s name and a logo denoting the vehicle’s engine size and a Nexa dealership sticker on the rear.
The Times of India quoted Suzuki India Executive Director (Marketing and Sales) R S Kalsi as saying that all cars sold through Nexa outlets would have the ‘S’ logo.
Speaking to news agency PTI in Nashik, Kalsi said: “We have created a customer base of 15 million in the three decades of our operations. Our customer profile today is changing and we not only need to offer new premium products so that they stay with us when they look to upgrade to bigger cars, but also a different buying experience.”
“Many of them are third-generation customers — young achievers who are experienced car users,” he added.
In its bid to crack the big vehicle segment, the company is establishing a new set-up of retail outlets under the Nexa brand to sell premium products starting with the coming S-Cross model.
The company has set a target of selling two million units annually by 2020, with around 25 models. It expects the Nexa network to contribute a significant amount to its sales and will open 100 dealerships under it in 30 cities by the end of the current financial year.
Its different dealerships have hired 700 people from other sectors like hospitality, aviation and financial services to offer a differentiated luxury car buying experience for its “discerning customers”.
The company has so far sold 341,329 units in the current financial year till June, up 13.8 per cent from 299,894 units sold during the same period a year ago.
For 2014-15, the company had posted its highest ever sales, at 1,292,415 units, up 11.9 per cent over 1,155,041 units in 2013-14. The previous high was in 2010-11, when the company had sold 1,271,005 units.
The company's domestic sales during last financial year stood at 1,170,702 units, up 11.1 per cent, from 1,053,689 units in 2013-14.
However, Maruti has struggled in the past to be as successful in the big car segment as it has been with small cars. At present, it has only the Ciaz, a sedan, in its big car portfolio.
