Maruti Suzuki in 2022: Defending Market Leadership

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Case

Reference no. W36139

Simplified Chinese language

Subject category: Strategy and General Management

Authors: Nitin Pangarkar (National University of Singapore Business School, National University of Singapore); Rohit Prabhudesai (Goa Institute of Management); Kapil Desai (Goa Institute of Management)

Published by: Ivey Publishing

Originally published in: 2023

Version: 2023-10-23

Length: 14 pages

Data source: Published sources

Topics: Emerging market strategy; Competitive advantage; Product extension; General management

Share a link: https://casecent.re/p/194942

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Abstract

This is a Simplified Chinese version. In December 2022, Maruti Suzuki India Limited (Maruti Suzuki), the undisputed leader in the Indian car market, was evaluating the various alternatives for its continued growth and sustained performance. In 2015, building on the company's success selling no-frills cars, Maruti Suzuki launched its New Exclusive Automotive Experience (NEXA) line to attract customers who were seeking advanced car models. However, the emergence of electric vehicles posed a key challenge for Maruti Suzuki specifically because it lacked capabilities in this arena. To achieve continued growth and performance, Maruti had to prioritize among three alternatives: building upon its success in selling used cars, further building on the NEXA line, and aggressively trying to launch new electric vehicle models.