Maruti Suzuki recently signed up Bollywood actor Varun Dhawan to endorse its Arena range of dealerships. Here’s a TVC starring the actor and Maruti Suzuki’s Arena range of dealerships.
As the TVC indicates, Maruti Suzuki is embarking upon a major revamp of its dealerships under the Arena badge. Arena dealerships will be heavily digital and will be a lot more advanced in terms of customer service and experience compared to the older format dealerships.
Maruti Suzuki now has two distinct line-up of dealerships – Arena and NEXA. The Arena range of dealerships focus on Maruti’s big volume cars such as the Alto, Swift, Dzire. Vitara Brezza and Ertiga while the NEXA chain of dealerships sit a notch higher, and sell more premium cars such as the Ciaz and S-Cross.
In due course of time, even service centers are likely to be distinct. Maruti has already begun establishing NEXA range of service centers that cater exclusively to cars from the NEXA chain of dealerships. In due course of time, a similar approach is likely with the Arena range of dealerships also.
Coming back to Bollywood actor Varun Dhawan’s brand endorsement of the Maruti Suzuki Arena chain of dealerships, this association is likely to expand into the actor endorsing individual cars too. This is exactly the approach that Maruti Suzuki has taken with another Bollywood brand endorser, Ranveer Singh.
Ranveer Singh began by endorsing the NEXA chain of dealerships, and then moved on to endorse the Ciaz sedan. Varun Dhawan is likely to promote the upcoming, all-new 2nd generation Ertiga MPV, which will be launched in India during November.
Varun Dhawan is no stranger to automotive endorsements. He used to endorse the Mahindra KUV100 micro SUV, an endorsement that’s likely to come to an end considering that he’s signed on Maruti now. Expect to see the actor in multiple new Maruti TVCs and promotional material.
Maruti’s next big launch for the Indian market will be the second generation Ertiga. Based on the HEARTECT platform, the MPV will be lighter, quicker, more fuel efficient and larger than the outgoing model. It will be sold with petrol and diesel mild hybrid powertrains. While the petrol powered variants will receive manual and automatic gearbox options, the diesel will be manual-only. The Ertiga will continue to be a 7 seat-3 row MPV. Prices are likely to start from under Rs. 7 lakhs.