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Maruti Suzuki’s Journey of Transformation: Paving the Road for a Greener and Innovative Future

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For generations, Maruti Suzuki has been the driving force behind India’s automobile industry. Its legacy stretches back nearly four decades, and for many Indians, their first car was likely a Maruti. This iconic automaker has been synonymous with affordable and value-for-money vehicles that cater to the masses. However, recent years have seen the company undergo a remarkable transformation. Maruti Suzuki, India’s largest car manufacturer, is reimagining itself to adapt to the ever-changing landscape of the automotive industry. In this blog, we will explore the pivotal changes and ambitious plans that are reshaping Maruti Suzuki’s future.

The NEXA Brand and Shifting Gears:

Maruti Suzuki’s journey of transformation began about eight years ago when it made a bold and unexpected decision: it no longer wanted to be solely a mass-market, value-for-money brand. The result of this daring shift was the introduction of the NEXA brand, which stands for “New Exclusive Automotive Experience.” While many premium brands have ventured into budget markets (think Jet Airways and Kingfisher Airlines), Maruti Suzuki chose to travel upstream. The NEXA brand represents a new approach to customer experience, offering premium and exclusive services to cater to a more discerning audience.

Meeting Market Challenges:

Maruti Suzuki’s transformation doesn’t stop with the NEXA brand. The company is facing several market challenges and addressing them head-on. Over the years, its market share has dwindled from an astounding 51% to 43% due to rising competition from Hyundai, Kia, Tata Motors, and Mahindra, who are introducing newer models across various vehicle categories. The Indian market is also experiencing a strong preference for SUVs, which has necessitated Maruti’s expansion into this segment.

Decarbonization Strategy:

One of the most significant changes in Maruti Suzuki’s strategy is its commitment to decarbonization. While many automakers focus solely on electric vehicles (EVs) in their green initiatives, Maruti Suzuki is taking a more diversified approach. The company is investing in a mix of technologies, including Compressed Natural Gas (CNG), hybrid vehicles, and EVs, which are set to launch in 2025. This approach acknowledges that EVs may take some time to become mass-market products in India. Maruti Suzuki aims to provide affordable and sustainable mobility solutions for Indian families, aligning with the nation’s evolving automotive needs.

Product Portfolio Expansion:

Recognizing the shift in consumer preferences, Maruti Suzuki is also expanding its product portfolio. The company is gearing up to launch new models in the mid-size and entry-level SUV segments. These additions aim to fill gaps in its product offerings and cater to the growing demand for SUVs in India.

A New Leadership Chapter:

The transformation at Maruti Suzuki is further underlined by the change in top management. Hisashi Takeuchi, a 58-year-old veteran, has taken the reins as the new Managing Director and CEO, succeeding Kenichi Ayukawa, who, alongside the iconic Chairman R.C. Bhargava, guided the company for nine years. This change in leadership signals a new chapter in Maruti Suzuki’s journey of innovation and growth.

Future Aspirations:

Maruti Suzuki’s ambitious investment plan of over Rs 1.25-lakh crore (US$15 billion) underscores the company’s commitment to evolving with the times. The company intends to double its vehicle production capacity to 4 million vehicles per year by 2030-31. Additionally, Maruti plans to ramp up its export infrastructure and expand its presence in international markets, making India a global automotive hub.


Maruti Suzuki’s transformation is an inspiring tale of adaptation and reinvention in a rapidly changing automotive landscape. The company’s foray into premium services with the NEXA brand, commitment to decarbonization, and strategic product portfolio expansion are all indicative of its forward-thinking approach. As Maruti Suzuki, an emblem of the Indian automobile industry, ventures into its new avatar, it will be fascinating to witness how this transformation shapes the future of mobility and car ownership in India and beyond.

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Maruti Suzuki’s Journey of Transformation: Paving the Road for a Greener and Innovative Future
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