Nexa at 10: Maruti Suzuki’s Bold Leap into Premium Driving!

Maruti Suzuki’s Nexa brand turned 10 in July 2025, and what a journey it’s been! From its bold debut in 2015, Nexa has redefined premium driving in India, blending sophistication with Maruti’s trusted legacy. This isn’t just about cars it’s about capturing the evolving dreams of Indian drivers. With the launch of the sleek Grand Vitara Phantom Blaq Edition, Nexa’s celebrating a decade of style, innovation, and customer loyalty. Buckle up as we dive into how Nexa carved a niche in the premium segment while staying true to its roots!

The Birth of Nexa: A Game-Changing Gamble

When Maruti Suzuki launched Nexa in July 2015, it raised eyebrows. Known for affordable hatchbacks, India’s largest carmaker was stepping into uncharted premium territory. It was a risky move, but as Chairman R.C. Bhargava often says, Maruti’s strength lies in reading the market before it shifts. A decade ago, Indian buyers were changing rising incomes, easier financing, and a hunger for more than basic mobility signaled a new era. Nexa was Maruti’s answer, a premium retail channel designed to keep customers in the family as they upgraded their dreams.

The move wasn’t without challenges. Maruti’s “India comes home to Maruti” mantra defined its mass appeal, and a premium channel risked muddying that identity. Yet, Nexa struck a balance, delivering sophistication without losing Maruti’s core vibe.

Riding the Affluence Wave: From ₹4 Lakh to ₹16 Lakh

India’s car market has transformed over the past decade, and Nexa has ridden the wave! The average car price has soared from ₹4 lakh to ₹15 -16 lakh, driven by demand for bigger vehicles, better features, and premium vibes. Compact SUVs and feature-packed sedans have replaced the once-dominant sub-₹5 lakh hatchbacks. As Partho Banerjee, Senior Executive Officer for Marketing and Sales, puts it, “As our customers move up, we move up.”

Nexa’s Grand Vitara is a prime example, attracting Maruti’s most affluent buyers yet those who crave understated sophistication over flashy show-offs. It’s Maruti’s way of ensuring that customers who start with an Alto stay with the brand as they upgrade to premium rides.

The Nexa Philosophy: Premium, Not Luxury

Nexa’s vibe is clear: exclusive, sophisticated, and premium but never out-of-reach luxury. Maruti avoids niche markets that sacrifice volume for image, focusing instead on premium scale. The Baleno, launched as a “premium hatchback,” created a new category. The Ciaz offered D-segment space at a C-segment price. Now, the Grand Vitara and Invicto push into ₹20 lakh territory, with smart localization keeping costs competitive. Banerjee sums it up: “It’s not the product’s fault when it doesn’t sell it’s about positioning.” Nexa nails that balance, delivering aspirational rides for the masses.

Arena vs. Nexa: Two Worlds, One Maruti

Managing two retail networks is no small feat, but Maruti makes it work! Arena, with its vibrant, approachable vibe, caters to first-time and budget-conscious buyers. Nexa, with its sleek, concierge-style service and subdued tones, targets those upgrading to premium. Fears of cannibalization like Baleno hurting Swift or Fronx impacting Brezza proved unfounded. Bhargava emphasizes that segmentation isn’t just about price; it’s about understanding the buyer’s mindset. As Arena’s top models inch closer to Nexa’s entry-level pricing, Maruti’s challenge is keeping these channels distinct without overlap.

Safety First: Nexa’s Commitment to Protection

Maruti faced criticism for lagging in safety, but Nexa’s 10th anniversary marks a bold shift. Bhargava noted in 2019, “If customers are willing to pay for more safety, we’ll provide it.” In FY 2024-25, Maruti introduced the Nexa Safety Shield, rolling out advanced safety features ahead of regulations. Highlights include standard Electronic Stability Program (ESP) across models and six airbags for 14 variants, from hatchbacks to SUVs.

Backed by a ₹3,800 crore R&D facility in Rohtak, Maruti conducts over 50 crash tests per model to ensure top safety standards. The Dzire’s 5-star BNCAP rating India’s first for a sedan and Baleno’s 4-star rating showcase this commitment. Beyond design, Maruti’s holistic approach includes road safety education and emergency response, blending tech, trust, and responsibility.

Grand Vitara Phantom Blaq Edition: A Stylish Milestone

Celebrating Nexa’s 10th anniversary, Maruti unveiled the Grand Vitara Phantom Blaq Edition, a limited-run stunner exclusive to the Strong Hybrid Alpha+ variant. Sporting a first-ever matte black finish, de-chromed accents, a blacked-out front grille, and 17-inch gloss black alloy wheels, it’s a head-turner. The all-black interior, with perforated faux leather upholstery and champagne gold accents, screams understated elegance.

Packed with premium features, it boasts a panoramic sunroof, ventilated front seats, a 9-inch infotainment system with wireless Android Auto and Apple CarPlay, a 360-degree camera, heads-up display, wireless charging, and connected car functions via Suzuki Connect. Safety is top-notch with the Nexa Safety Shield, including six airbags, ESP, ABS with EBD, hill hold control, reverse parking sensors, and 3-point seat belts with reminders.

Under the hood, the Phantom Blaq Edition rocks a 1.5-litre, three-cylinder Atkinson cycle petrol engine (91bhp) paired with an electric motor (79bhp, 141Nm), delivering a combined 116bhp through an e-CVT gearbox. With a claimed fuel efficiency of 27.97 kmpl, it’s one of India’s most efficient SUVs. The broader Grand Vitara lineup also offers AllGrip Select AWD and CNG variants, catering to diverse needs. Bookings are open at Nexa dealerships, positioning it against rivals like the Kia Seltos X Line and Skoda Kushaq in Carbon Steel Grey Matte.

The Road Ahead: Staying True to the Core

Nexa embodies Maruti’s philosophy: adapt without losing your roots. It’s not about chasing German luxury brands but ensuring every Maruti customer from Alto to Grand Vitara stays in the family. Accounting for nearly one-third of Maruti’s sales, Nexa has reshaped the brand’s image, drawing affluent buyers while maintaining its mass appeal. With 32 lakh cars sold in a decade, Nexa proves Maruti can play in premium segments without alienating its base. Here’s to a decade of driving dreams and many more to come!