Maruti Suzuki India has been revolutionizing the concept of car ownership through its innovative subscription program, Maruti Suzuki Subscribe. Since its launch in July 2020, the program has witnessed a significant milestone, achieving 10,000 new car subscription sales.
Driving Force
Among the diverse range of Maruti cars, including popular models like Baleno, Brezza, Grand Vitara, and Ertiga, a staggering 53% contribution has been attributed to the overall subscriptions. This highlights the profound impact of these models on the subscription landscape.
Expansion
Operating across 25 cities, Maruti Suzuki Subscribe has established its presence in key metropolitan areas such as Delhi-NCR, Mumbai, Hyderabad, Chennai, and Bangalore. This widespread availability underscores the program’s accessibility and appeal to diverse urban populations.
Strategic Partnerships
Collaborating with five partners, Maruti Suzuki Subscribe has facilitated 5,000 new subscriptions in the current fiscal year (FY24), marking a remarkable 44% year-on-year growth. These strategic partnerships have played a pivotal role in expanding the program’s customer base and enhancing its market penetration.
User Preferences
An intriguing aspect of the subscription program is the duration preferred by users, with over 65% opting for tenure periods spanning three to four years. This reflects the growing demand for flexible ownership experiences tailored to individual preferences and lifestyles.
Insights from Maruti
According to Shashank Srivastava, Senior Executive Officer of Marketing and Sales at Maruti, the program’s success underscores the evolving preferences of modern Indian buyers seeking flexibility in their vehicle ownership journey. The surge in subscriptions, particularly in prominent urban hubs, indicates a paradigm shift towards alternative ownership models.
Program Highlights
Maruti Suzuki Subscribe offers a comprehensive range of subscription options through its partner network, enabling customers to select from a diverse portfolio of Maruti cars. With flexible tenure durations ranging from one to five years, subscribers enjoy fixed monthly rentals inclusive of essential expenses such as vehicle price, registration, insurance, service, maintenance, and roadside assistance.
Decision
The exponential growth of Maruti Suzuki Subscribe signifies a fundamental shift in the automotive landscape, where convenience, flexibility, and affordability converge to redefine traditional notions of car ownership. As the program continues to evolve and expand its footprint across the country, it remains poised to cater to the evolving needs of Indian consumers in the years to come.
