**Maruti Suzuki’s Strategic Shift Towards Digital and Personalization**
In a recent interview, Partho Banerjee, senior executive officer of marketing and sales at Maruti Suzuki, discussed the company’s strategic transition towards digital platforms, its emphasis on personalization, and its approach to challenges in the electric vehicle (EV) and SUV markets. As India’s largest car manufacturer, Maruti Suzuki has built a reputation for reliability, affordability, and trust. However, with changing consumer preferences, particularly among Gen Z and millennials, the brand is rethinking its marketing strategies.
Banerjee highlighted that while functionality—such as mileage and value for money—remains essential in India, purpose has become increasingly significant for younger consumers. To cater to this demographic, Maruti Suzuki has established two distinct retail channels: NEXA, which offers a premium and exclusive experience, and Arena, which is more youthful and dynamic. The company’s advertising strategies also reflect this differentiation, with NEXA utilizing monochrome palettes and Arena opting for vibrant colors.
The shift towards digitization has been accelerated by the COVID-19 pandemic, with Maruti Suzuki digitizing 25 out of 26 steps in the car-buying process, leaving only the car delivery as an offline step. This adaptation is crucial as younger customers engage with brands differently, prompting Maruti Suzuki to align its marketing efforts with their expectations.
Regarding media strategy, Banerjee noted that social media is central to their digital marketing approach, given that younger consumers spend considerable time on their devices. While traditional media remains part of their strategy, especially for call-to-action campaigns, the focus is on achieving a balanced media mix where each channel serves a specific purpose.
In the competitive landscape of EVs and SUVs, Maruti Suzuki has conducted thorough research to identify barriers to EV adoption in India, such as range anxiety, insufficient charging infrastructure, and concerns about after-sales service. The launch of the eVITARA was not just about introducing a new vehicle; it was about unveiling the Maruti Suzuki Electric Ecosystem. The ‘e for Me’ campaign emphasized the brand’s commitment to sustainable mobility, symbolized by the smaller ‘e’ representing Maruti Suzuki’s role, while the larger ‘E’ highlighted the collective impact of electric vehicles.