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 car showrooms in the country.
The Company targets to set up over 80 showrooms under the ARENA brand by March 2018.
Progressively, existing showrooms across India will be converted to the new format over the next 3-5 years, it added.
The new showrooms, christened Maruti Suzuki ARENA, will be tailored towards providing a more modern and technologically advanced experience to car buyers, the company said.
With this, it will have four distinct retail channels: ARENA, NEXA, Commercial and True Value. The last one is for second hand cars.
“The effort is to be in sync with ever evolving customer needs and offer them experiences at par with global benchmarks,” it said.
The company will make heavy use of digital technology to differentiate the showrooms.
Nearly 75% car buyers in India research online before they decide on a purchase.
“Customers who register on the website can start their journey seamlessly in the showroom by entering their mobile number on the Navigation Portal. They can explore the entire product portfolio, through interactive Product Vision touch screens at the showroom.
“A dedicated Personalization Zone with car configurators will enable customers to electronically personalize cars by a mix and match of accessories. Technology will also assist the Relationship Managers who, equipped with tablets and an app, will showcase the wide range of Maruti Suzuki products and variants to customers for ease of comparison,” it added.
It also unveiled a new website that allows customers to personalize their car and will target the do-it-yourself generation, it said.
But the changes won’t be limited to technology.
The new showrooms will have a “dynamic facade” with a blue signature design element and an “Active Experience” terrace.
“Valets will greet car buyers in this space. A Coffee Consultation Area and an Owners Lounge will set the mood for friendly conversations. The overall experience will make the customer feel special,” the company said.
“Maruti Suzuki ARENA will enhance transparency and delight customers with an exciting purchase experience, seamlessly from the digital space to physical showrooms,” said MD & CEO Kenichi Ayukawa.