Maruti Suzuki has now sold over 50 lakh cars in the rural market, which is quite a remarkable achievement. The company boasts of over 1,700 customized outlets across the rural parts of the country. To provide the best customer service experience, Maruti Suzuki adopted the ‘Go Local Philosophy’.
Maruti Suzuki has appointed nearly 12,500 trained dealership personnel known as Resident Dealer Sales Executives (RDSE). These RDSEs are chosen to understand the local culture and tradition, thus fulfilling the expectation of customers. Currently, there are over 1,700 customized outlets to serve the rural market. Maruti Suzuki mentioned that almost 40 per cent of its total sales come from the rural market itself.
Dominance Of Maruti Suzuki In The Rural Market
One of the critical reasons Maruti Suzuki is the top-selling carmaker in the rural market is its extensive sales and service network. Maruti Suzuki has also set up close to 235 ‘Service-on-Wheels’ to provide after-sales support to customers living in the most remote locations. The company has also revamped its marketing strategy to appeal to the rural market.
MSIL has made multiple efforts to advertise itself in the vernacular languages in various parts of the country. The company has also reinforced several community activities like Gramin Mahostav, product displays, entertainment competitions, mega car delivery functions, and various other cultural programs.
Maruti Suzuki’s Plans For the Future
Rural contribution to total Maruti Suzuki sales increased from 10 per cent in the financial year 2008-09 to 40.9 per cent in the Financial year 2020-21. This further suggests that the demand will be much stronger in the upcoming years. Maruti Suzuki has started introducing Nexa showrooms in rural areas to aid its customers and fulfil the demand.
This tells a lot about the potential in the rural market, which is yet to achieve its maximum. Many other automotive companies have also started giving the rural market more importance than before. And we expect that this will help the customers in the rural areas have multiple options to choose from.