Maruti Suzuki opens Arena to sell two million cars by 2020

Aiming to tap the digitally savvy customers, country’s largest car maker on Wednesday announced a revamp of its retail network across India with a new brand name -- Maruti Suzuki Arena.

The new showrooms will be a part of Maruti Suzuki India’s "Transformation 2.0 initiative" and is part of the company’s strategy to meet its target of selling two million cars by 2020.

This will be apart from its Nexa showrooms, which were launched two years ago to sell its premium products. Recently, the company has announced the launch of Nexa Service and a complete revamp of its True Value pre-owned car operations.

With Maruti Suzuki Arena in place, it will have four distinct retail channels: Maruti Suzuki Arena, Nexa, Commercial Vehicle and True Value, addressing various segments of users.

About 75% car 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.

The Arena showrooms will sport "modern looks, offer warm, friendly and comfortable environment to customers".

Kenichi Ayukawa, managing director and chief executive officer, MSI, said, "While we continue to bring technology and quality into products, alongside we are focused on the quality of our network. Technology will be a key differentiator where we have aligned with the new age customers."

The transformation will be done in phases in the next 3-5 years. Initially, about 80 Arena showrooms will be set up in the current fiscal.

Currently, the company has 2,050 showrooms across 1,683 cities across India selling nine cars every minute while engaging with 1.26 lakh customers each day. Maruti aims to more than double its retail network to 4,000 by 2020.

The company didn’t specify exact investment on revamping as first it will be done by its dealers and secondly, it would depend on city and size of the dealer’s showroom.

"Our dealers are not just willing but enthusiastic about making the upgrade. We had them on board before taking the decision to upgrade our retail points," said R S Kalsi, senior executive director of sales and marketing.

Through Arena, customers can experience the convenience of booking their cars or even personalising their vehicles through the new-look website. "This is poised to strongly connect with the young and do-it-yourself generation of customers," the company said.

At Maruti Suzuki Arena, 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 touchscreens at the showroom. A dedicated personalisation zone with car configurators will enable customers to electronically personalise cars by mixing and matching accessories.

"Maruti Suzuki Arena will enhance transparency and delight customers with an exciting purchase experience, seamlessly from the digital space to physical showrooms," Ayukawa said. The new showrooms will have a blue signature design element and an active experience terrace.