Maruti's premium brand to be called NEXA

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Maruti Suzuki's image of an affordable "people's car" brand has been their biggest boon. However, it has been a bane for their higher priced models, with the brand having seen little success above the C-segment in the past.

However, with more expensive models joining the fray soon, Maruti is reworking its marketing / sales approach and will be launching a sub-brand called NEXA, with the dealer launches most likely taking place around the same time as the S-Cross's launch i.e. in July.

The sub-brand will be used to retail premium models such as the S-Cross, Ciaz and possibly the upcoming YRA hatchback and YBA compact SUV as well. The dealerships under the NEXA brand will have a more upmarket ambiance and a different dealer standard than the current showrooms.