A new Retail Experience
for an emerging
customer segment

Stuck in a jam

India’s largest car manufacturer, Maruti Suzuki was struggling to make an impact in the high-end car market – primarily because of its mass positioning. It had launched two semi-luxury vehicles – Kizashi and Vitara – both good cars but didn’t make an impact in the segment. The organisation had a deeply embedded culture and changing it to attune it to the luxury segment would need fresh thinking and bold decisions.

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Getting on track

Commissioned by Hakuhodo, we started by analyzing and mapping the premium car buyer’s experience, a visual audit and experience audit of the current brand and retail with regard to the competition. A comprehensive brand experience study was conducted and the store was conceptualised at every touchpoint around the experience. Each aspect of the sales process for premium cars was designed & built into the store design. Special emphasis was given to car display keeping in mind its ability to dazzle through the show window. The NEXA store has set a benchmark for mid segment cars.

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