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Abstract

In July 2015, the largest automobile company in India, Maruti Suzuki India Limited (MSIL), took the initiative to improve its market penetration in a particular category of the passenger car market-the premium segment. Although MSIL was the current market leader in India's entry-level car segment, the company had not been successful in establishing itself as a dominant player in the premium segment-a segment that had seen intense competition since 2008. By launching Nexa, a new nationwide premium dealership, through its existing dealer network, MSIL was attempting to create a differentiated car buying experience. MSIL planned for all-new premium models to be launched exclusively from Nexa outlets. Would the launch of Nexa help MSIL attain its desired objective of becoming a major player in India's premium car market?
Location:
Industry:
Size:
Large
Other setting(s):
2015

About

Abstract

In July 2015, the largest automobile company in India, Maruti Suzuki India Limited (MSIL), took the initiative to improve its market penetration in a particular category of the passenger car market-the premium segment. Although MSIL was the current market leader in India's entry-level car segment, the company had not been successful in establishing itself as a dominant player in the premium segment-a segment that had seen intense competition since 2008. By launching Nexa, a new nationwide premium dealership, through its existing dealer network, MSIL was attempting to create a differentiated car buying experience. MSIL planned for all-new premium models to be launched exclusively from Nexa outlets. Would the launch of Nexa help MSIL attain its desired objective of becoming a major player in India's premium car market?

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Location:
Industry:
Size:
Large
Other setting(s):
2015

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