The prime object of Nexa was to give
a make-over to the image of Maruti Suzuki, from a mass car manufacturer to a
premium car maker. Though the first attempt in the recent times was bring in
the CBU – Kizashi, Nexa was the serious and dearer attempt.
Had Maruti achieved what it intended
through Nexa ?
By over pricing the S Cross, and
placing it in an exclusive channel, Maruti would have thought the job is easily
done. The market then rejected the idea. I strongly feel, Maruti had pressed
the panic button soon, and launched the Baleno, a premium hatchback at an ordinary
hatchback price, making it exclusive at Nexa again. If not at Nexa, its profitability
would have been a question.
With the today’s launch of the
Brezza, Maruti is planning to sweep the compact SUV market with its killer
pricing again. But the product will be available through the regular network.
One new launch at Nexa with mass pricing
and another new launch at regular channel with mass pricing may ensure Maruti’s
sustenance as a market leader. But Nexa as a concept, has lost its prime
objective.
Changing the brand positioning and
the brand DNA was never easy and in India it will continue to be a huge challenge.
May be, Maruti, with all its mighty backup should clearly chose its area of
play.
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