Maruti Suzuki rebrands retail outlets as digital-friendly ‘Arena’

India's leading carmaker Maruti Suzuki India Ltd on Wednesday announced the transformation and rebranding of its retail network across the country.

Maruti targets to set up over 80 Arena showrooms by March 2018. It is a part of company's Transformation 2.0 initiative.

The new showrooms, christened Maruti Suzuki Arena, will sport modern looks and use digital technology offer a warm, friendly and comfortable environment to the customers, the company said in a statement.

The company has also set up a new website that will allow potential customers to check out the cars and also customise and book them online.

With Arena in place, the company will have four distinct retail channels: Maruti Suzuki Arena, Nexa, Commercial, and True Value, addressing the needs of all customers.

Talking about the new showroom, the company said, ''Digital integration is a key differentiator at Maruti Suzuki ARENA. Customers can now experience the convenience of booking their cars or even personalizing through an all-new website. This is poised to strongly connect with the young and do-it-yourself generation of customers and delight them. This experience travels seamlessly to the showroom through the advanced navigation portal.''

Maruti Suzuki managing director and chief executive of Kenichi Ayukawa said, ''Maruti Suzuki Arena is at the core of our strategy to transform our network and meet customer expectations ... it will enhance transparency and delight customers with an exciting purchase experience, seamlessly from the digital space to physical showrooms.''

Nearly 75 per cent car buyers in India research online before they decide on a purchase. At 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 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 range of Maruti Suzuki products and variants to customers.

The new showrooms will have a dynamic facade with a trendy blue signature design element and an active experience terrace.

Maruti Suzuki commands more the 50 per cent of the car market India.