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Maruti 'Brand Centers' To Be Set Up Across India To Change Brand Image
Maruti Suzuki's bread and butter are small entry budget cars but even India's largest carmaker cannot ignore the maturing automotive scene in the country which now increasingly leans towards larger, more expensive vehicles such as SUVs and MPVs.
While competing in such a scenario Maruti does not want to seen as a budget car maker alone and wants to be perceived by buyers as a premium automaker as well, that's capable of manufacturing larger, more advanced vehicles.
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To bring about this image makeover the automaker has come up with a plan to set up ‘brand centers' in 16 strategic locations spread across the country. The first batch of these brand canters will come up in Kolkata, Kochi, Chandigarh, Chennai, Jaipur, Indore and Bangalore.
"Based on the successful concept of the brand centre situated at our head office in upmarket Vasant Kunj in south Delhi, these 16 centres would purely engage customers to our new products and modern technologies that the company plans to debut in India," a senior company executive informs ET.
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He also adds that Maruti is currently in the process of purchasing property to set up brand centers. These centers will be located in posh localities, in shopping malls and other urban hotspots and will be built in a way that will attract people with their visual and aesthetic appeal.
The upcoming Maruti brand centers will only be used to showcase the company's upcoming high end models as well as new technology. They will not act as sales and service centers.
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At last month's Auto Expo in Delhi Maruti Suzuki showcased the Ciaz premium sedan and the SX4 S-Cross, a compact SUV. The automaker will also launch SUV models like the Suzuki iV-4 in the future. These are likely going to be some of the models that will be on display in brand centers.
The centers will allow potential customers from urban areas to experience Maruti products and will also shed the brand in a new light that will catch the attention of buyers who would otherwise steer clear of Maruti products.
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