The premium Nexa retail sales channel for Maruti Suzuki India has reported that total cumulative sales in the country have surpassed the 20-lakh-unit mark. The milestone would have been attained within the initial few days of March this year. The achievement comes a little under eight years after the automaker introduced the Nexa initiative on July 23, 2015, and launched its first Nexa model, the S-Cross, on August 5, 2015. Following that, the manufacturer rolled out five brand-new models for the Indian market including the Baleno, the Ignis, the Ciaz, the XL6, and the Grand Vitara. The Jimmy five-door SUV and the Fronx hatchback are two additional models that will soon go on sale in India. Nexa operates independently from the standard Maruti Arena channel, which sells the other nine Maruti Suzuki models (the Alto, the S-Presso, the Celerio, the Wagon R, the Swift, the Dzire, the Vitara Brezza, the Ertiga, and the Eeco). Nexa distinguishes itself as a high-end, more expensive outlet with a more intense focus on customer satisfaction.
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Maruti Suzuki: The Nexa Strategy
The establishment of Nexa retail outlets was a tactical choice made by Maruti Suzuki to reach a new, emerging customer segment with shifting preferences—young India—and expand its retail offering in regard to value. It is obvious that the differentiating sales strategy has been very successful. Nexa's share of Maruti Suzuki's overall passenger vehicle sales increased from 6 per cent in the financial year 2016 to 19 per cent in the financial year 2022.
Besides this, According to the carmaker, almost 50 per cent of Nexa buyers are under 35 years of age, and a significant portion of them are first-time car buyers, which is an indication that the company's differentiating approach has been effective. Notably, since the launch of the premium retail outlet in July 2015, Nexa has grown from 40 outlets to over 440 dealerships in 280 Indian cities.
Maruti Suzuki Nexa Outlets: Sales Numbers
With regard to Nexa sales since July 2015, a simple calculation confirms that 19,93,977 units had been sold as of February end in 2023, falling just 6,023 units short of the 20 lakh-unit threshold that was later achieved this month. The Baleno, one of the five Nexa models, has been purchased by more than 12 lakh customers and accounts for 63 per cent of all Nexa sales. The hatchback, whose sales totalled 10 lakh in November 2021, is anticipated to surpass the 2 lakh-unit sales mark this year, though this will still fall short of the 2.12 lakh units sold in the financial year 2019, which was the model's best-ever performance.
With 2.41 lakh units sold, the Ignis currently holds a 12 per cent market share for Nexa sales. The Ciaz sedan, with a 7 per cent share, is the third-largest contributor to Nexa sales, despite the fact that recent years have seen a significant slowdown in sales. Maruti Suzuki, offering the widest range of CNG vehicles in the country, added the Baleno and the XL6 to Nexa as factory-fitted CNG vehicles in October 2022. The newly launched Grand Vitara received a CNG update in January 2023 as well. Launched in September last year, the Grand Vitara SUV has sold 41,270 units in just 6 months and represents 2 per cent of Nexa sales.
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Commenting on the milestone, Shashank Srivastava, Senior Executive Officer, Marketing & Sales, Maruti Suzuki India, said, “Reaching the 2 million sales milestone is a testimony of customers' love for our hi-tech and feature-packed offerings and premium experiences. NEXA has contributed to more than 20 percent of total Maruti Suzuki sales and the numbers are going strong. With the recent unveiling of two new SUVs – Jimny and Fronx – the NEXA portfolio looks stronger than ever. Both have garnered combined booking numbers of over 38,000 units. We’re confident that the NEXA channel is poised for greater success in the upcoming year.”
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