Car market leader Maruti Suzuki is planning to have a separate range of dealerships to sell its premium models. The reason behind this move by the company is to capture the mind-space of premium car customers.
Maruti Suzuki has a very strong image as a successful carmaker, but it has not been so in the segment of premium cars. For example, the Kizashi, a premium sedan, was discontinued due to weak customer response. According to a source, the new range of dealerships may retail models with prices of around Rs 10 lakh and more. Both existing and new dealers could be roped in for the new set of dealerships. Maruti Suzuki is reportedly planning to open 30 to 35 such new dealerships in leading car markets over the next one year.
Maruti's next wave of models include two new SUVs and a premium hatchback. Instead of making a big jump to high-end models, Maruti Suzuki is looking at climbing gradually to segments of premium cars and SUVs which offer higher profit margins. Its new retail strategy is expected to help with the necessary support in terms of a revamped brand perception and customer experience.
Further reading: Maruti launches refreshed Dzire at Rs 5.07 lakh