Maruti Suzuki rules out separate Nexa channel for EVs, backs unified retail strategy

Maruti Suzuki India Limited (MSIL) will not carve out an exclusive retail network for battery electric vehicles (BEVs), affirmed a senior company official, reiterating that the carmaker sees Electric Vehicles (EVs) as part of its broader multi-powertrain portfolio rather than a standalone vertical.

“Fundamentally, my view is very simple: why should there be a separate sales channel for electric vehicles? It is essentially a different powertrain. We already offer multiple powertrains such as CNG, strong hybrid, petrol, and will soon introduce flex-fuel options. So, when it comes to EVs, why should there be a separate channel? What truly matters is the customer experience. We believe the quality of the retail experience is more important than differentiating products based on powertrains. That is our thought process,” said Partho Banerjee, Senior Executive Officer (Marketing & Sales), MSIL.

Maruti’s approach contrasts with that of Tata Motors, which has pursued a distinct EV-led strategy with dedicated branding, vertical integration around battery sourcing, and focused ecosystem partnerships. The homegrown automaker aims to derive 18-20% marketshare in its passenger vehicle (PV) business by 2030.

e Vitara rollout with dual ownership model

The comments come as the company scales up its electric foray with the Maruti Suzuki e Vitara, its maiden BEV, manufactured at the Hansalpur facility in Gujarat. The model has been introduced at ₹17.49 lakh (ex-showroom), going up to ₹20.99 lakh, depending on variant.

Notably, the company is also offering a Battery-as-a-Service (BaaS) option at ₹10.99 lakh (ex-showroom), excluding the battery, with rental priced at ₹3.99 per kilometre. The e VITARA comes with two battery pack choices — 49 kWh for the entry variant and 61 kWh for higher trims.

Calibrated production amid capacity constraints

Banerjee indicated that the production ramp-up will remain measured. “We have a production line in Gujarat with an annual capacity of about 100,000 units, and the Fronx is produced on the same line. There are export allocations as well, so capacity has to be managed carefully,” he said.

Monthly domestic production of the e Vitara is expected to remain below 2,000 units until July. “Each month, we recalibrate output to ensure waiting periods across models remain broadly aligned. Our effort is to maintain stability rather than create sharp supply-demand imbalances,” he added.

Nexa expansion anchors EV strategy

Maruti Suzuki’s EV retail strategy remains anchored in its premium Nexa network, which now spans over 740 outlets across more than 530 cities. The company recently opened its 200th Nexa Studio — a compact, roughly 1,200 sq. ft. format compared with about 4,000 sq. ft for full-scale Nexa outlets.

“Depending on geography and sales potential, we have conceptualised Nexa in two formats — the main outlet and the Studio format — so that we can expand in a calibrated manner,” Banerjee said. All Nexa showrooms are equipped with EV charging infrastructure, with a majority offering both AC and DC fast chargers.