Maruti Suzuki Arena experience: Here is what it feels like

By: | Updated: October 6, 2017 4:01 PM

Blue is a soothing colour. Various studies—including the 2009 study ‘Blue or Red? Exploring the Effect of Color on Cognitive Task Performances’ by the University of British Columbia—have noted that blue is the colour of clear communication.

maruti suzuki, maruti suzuki arena, Effect of Color on Cognitive Task PerformancesNo wonder Maruti Suzuki, the country’s largest carmaker, has chosen the trendy blue signature design for its Arena brand of showrooms for mass-market offerings—i.e. the cars not sold at its Nexa sales channel—thereby aligning itself with changing customer preferences.

Blue is a soothing colour. Various studies—including the 2009 study ‘Blue or Red? Exploring the Effect of Color on Cognitive Task Performances’ by the University of British Columbia—have noted that blue is the colour of clear communication.

No wonder Maruti Suzuki, the country’s largest carmaker, has chosen the trendy blue signature design for its Arena brand of showrooms for mass-market offerings—i.e. the cars not sold at its Nexa sales channel—thereby aligning itself with changing customer preferences.

The first of such showrooms recently opened at the Indraprastha station located on Delhi Metro’s blue line—again blue!

I pay a visit.

As I enter the showroom, I am greeted by a charming lady.

“Sir, may I request you to register yourself,” she asks, pointing towards a table that has a few iPads fixed. “Take your time. The procedure is simple,” she adds.

As I enter my details, the car I like, my interests, etc, the screen—it has images of Maruti vehicles, in blue—reads: “Welcome, Vikram Chaudhary. Please be seated and have a coffee. Our sales person will assist you shortly.”

Surprised, and I have reasons—in car showrooms, salespersons pounce on you—I sink into a comfortable sofa, and order a cappuccino. The feeling I get is of an upmarket hotel.

As the piping hot brew arrives, accompanied by bottled water, a certain Mr Badal, the sales executive, greets me, followed by Mr Vivek Tyagi, the team lead.

Since they already have my details, Mr Badal suggests I have a closer look at the car I like—the new Dzire (you guessed it right, the car on display is blue in colour).

Mr Badal has been trained well. Unlike many other salespersons at other showrooms, he knows a lot about the car—from the engine torque to its fuel-efficiency figure to its waiting period and whether I can get discounts or not. Impressive.

What I particularly like is I’m given enough space and time to discover the car for myself.

I take forever, yet there’s little intrusion. The gentleman, it appears, is not trying to ‘sell’ the car to me. But because selling is his job, he takes my business card and politely lets me know that he will call me in a few days in case I want to book it—perhaps he’s realised I’m not a ‘serious’ buyer, since I’m not showing any interest.

Pampering at its best.

I excuse myself. Go to the lounge. Read auto magazines. Have another cup of coffee. And leave with a happy heart. This is what car dealerships of the future may look like.

————–

With a trendy blue signature design element, Maruti Suzuki recently rolled out its Arena brand of showrooms. The company will replace the existing 2,050 regular showrooms across the country to the new format over 3-5 years—there will be 80 Arena outlets by March 2018. The investments—these can go up to Rs 1 crore or more per showroom, depending on the area and location—are made by dealers, while Maruti will provide technology and design support. The company says that “all the dealers see merit in these investments—any change attracts new customers—and are with the company in this transformation journey.” For more details, please read our recent interview of RS Kalsi, executive director, Sales & Marketing, Maruti Suzuki—https://goo.gl/jZ2rZD.

Get live Stock Prices from BSE and NSE and latest NAV, portfolio of Mutual Funds, calculate your tax by Income Tax Calculator, know market’s Top Gainers, Top Losers & Best Equity Funds. Like us on Facebook and follow us on Twitter.

Switch to Hindi Edition