Maruti to shift from motorsports to experential events to keep with trends

Having withdrawn its association with various motorsports events in search of wider consumer audience, the country's largest carmaker Maruti Suzuki India (MSI) is now formulating experiential initiatives to connect with younger buyers, according to a senior company official. The auto major, which has pulled out of marquee events like Raid de Himalaya, Desert Storm, Dakshin Dare and Autocross Championship, is now in the process of giving a final shape to its next level of engagement with consumers with plans to start programmes like track events and inter city expeditions. "We found out from research that the consumers wanted something experiential. It was not enough for MSI to be seen as a company associated with motorsports (only), but subsequently they wanted something more which was something related with experiential driving," MSI Executive Director, Marketing & Sales Shashank Srivastava told PTI. The consumer, who is slightly younger now, is becoming more aspirational and ...

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