Nexa, Maruti’s premium car retail chain, has sold over 14 lakh cars in 5 years in India. The sub-brand of Maruti Suzuki was established back in 2015. The aim of Nexa was to offer a bit more premium products compared to the regular Maruti Suzuki. Also, it was sort of rebranding catered to the younger population. As a matter of fact, almost half of Nexa customers are under the age of 35 years. This proves that Nexa had a plan and it was able to achieve it. The younger customers want a modern equipment list, technology features and bold looks. That is what Maruti has aimed for with Nexa. Products like the Baleno, Ignis, Ciaz, S-Cross and XL6 represent that school of thought.
Speaking on the occasion, Mr. Shashank Srivastava, Senior Executive Director, Marketing and Sales, Maruti Suzuki India Limited, said, “Driven by innovation, NEXA marks the first initiative by an automobile company to go beyond selling cars and create new formats of car buying experiences. It is our constant endeavour to keep reinventing to deliver the NEXA experience to ever-evolving customers in the field of automobile and lifestyle. With over 380 showrooms across the country, NEXA has helped us attract a new set of customers who were earlier not considering a Maruti Suzuki vehicle. The milestone of 6 years and 1.4million customers is a testimony of the trust that our customers have shown us, over the years.”
Nexa Cars Sold in India
Baleno, in fact, has constantly stayed at around the podium position for Nexa since its inception. Just to demonstrate the dominance of Baleno in the premium hatchback segment, last month it sold more than Hyundai i20 and Tata Altroz combined. And that has been more or less true for a long time. Ignis has been able to carve out its niche as well. Ignis is specially catered to young customers. With its unique design and micro-SUVish shape, it offers something different to the customers from the regular hatchbacks.
The other unique offering under the Nexa banner includes the S-Cross. Going by its size, it lies in the popular mid-size SUV segment. However, it is different from the competition in that it has a crossover kind of body style. Nevertheless, it does exude a premium quotient compared to the regular Maruti products. The XL6 is also a premium version of the popular MPV, Ertiga. While the overall design remains the same, the XL6 has a bit more features and better exteriors.
Nexa has sold almost 26 cars every hour in India and has stayed in the top 3 car manufacturers in India consistently. With the kind of popularity it commands, the future seems to go in the same direction for the brand.