[TusharK]

Maruti Suzuki has unveiled a mobile Nexa terminal that will serve markets that don't have Nexa dealerships at present.



With the new Nexa terminal, Maruti Suzuki aims to reach customers throughout the country. The company claims that the mobile showroom will offer the same experience as any conventional Nexa outlet.

According to Maruti Suzuki, Nexa contributes to more than 20% of its total sales. There are 360 Nexa outlets in more than 200 cities. The Maruti S-Cross, Baleno, Ignis and Ciaz are sold through this retail channel.

Link to Team-BHP News

[Thilak29]

Interesting concept.
Customers go through hardships in brick and mortar dealers, hope the ones on wheels aren't hard to chase (pun intended).

[SaiSW]

What is the bus used for the mobile dealership? Is it a Volvo?

[SJM1214]

I don't know if this concept will work or not. An average car buyer in India loves to visit the car dealership. No one would take this concept seriously for buying a car in remote areas.

We used to operate three mobile vans for remote areas in Hutch ( now Vodafone). This Mobile vans ( we used to call them Mobile Hutch Shop) were not able to generate any serious sales. However, it was a successful model for customer service.

[Sebring]

As I understood it, NEXA is a premium experience. A customer feels like King in its edgy environ. This doesn't reflect that. Such misadventures will only bring its brand equity down. The mobile operations could work for a regular Maruti dealership, though! Alternately, They could have installed a posh kiosk and demo vehicle at far-flung areas.

[sarathlal]

How different is this from the one Audi and Nexa launched few years ago?

https://www.team-bhp.com/forum/india...hed-india.html (Audi Mobile Terminal (Mobile Audi showroom) launched in India)

[Reinhard]

NEXA was launched some time in late 2015 if I'm not mistaken. So it took just about 4 years to convert the so called "premium" buying experience into a mobile door-to-door sales office.
The whole idea was unnecessary & a flawed marketing gimmick for higher margins. A reflection on how arrogant MSIL had become & thought it could not be challenged by others in sales.

Kudos to the other car makers of the country to make MSIL feel good heat in the market and start coming with weird ideas to retain market share & business.

[CrAzY dRiVeR]

Originally Posted by Sebring

As I understood it, NEXA is a premium experience. A customer feels like King in its edgy environ. This doesn't reflect that.

Been telling this since the early days of NEXA - I believe it was never about premium products or experience, it was born out of sheer necessity - Maruti Suzuki just had too many products to handle under one roof, and they cleverly marketed this strategy as a premium channel - NEXA.

So even though Maruti will still give the more expensive products to NEXA, they will want those products to be available across the country as well for maximum sales. We are talking about a company that continuously innovates to explore every opportunity to increase its market share in the country.

If the market was doing well, they would have opened up new showrooms itself in those towns, but in the current investment scenario - they will have to make do with mobile arrangements.

[silverado]

This is a good move. When Baleno was launched , people outside cities wanted to buy this car but were unable to buy it since there was no NEXA nearby.

This is good to gauge response in particular area, after which they can think of setting up a NEXA showroom.

This Mobile NEXA showroom seems to be only interested in selling BALENO,which is understandable.
I hope they also provide a test drive to give complete experience.