Maruti Suzuki’s 2026 Marketing Strategy: Key Insights and Future Growth Plans

About Maruti Suzuki

Maruti Suzuki India Limited (MSIL) is a subsidiary of Suzuki Motor Corporation (Japan) and has been a leader in the Indian automobile market since 1981. Headquartered in New Delhi, the company manufactures popular models such as the Alto, WagonR, Baleno, Swift, and Brezza.

The brand’s philosophy revolves around affordability, accessibility, and trust, making cars available for the common Indian family. With over 3,000 sales outlets and more than 4,000 service centers across India, it has established one of the strongest dealership networks in the country.

Globally, Maruti Suzuki has started tapping into markets like Africa, South Asia, and Latin America, exporting over 2.5 million cars as of 2025.

But even for an industry giant with such a legacy, the road ahead is filled with new curves. This changing landscape forces a re-evaluation of the marketing strategy of Maruti Suzuki to stay in the lead.

Marketing Objectives & Business Challenges

Maruti Suzuki faces rising competition in EVs and premium SUVs, shifting customer preferences toward sustainability, digital-first experiences, and premium vehicles.

To respond, the company plans to strengthen its lead in compact cars, attract Millennial and Gen Z buyers, launch the eVX EV in 2025, and enhance after-sales services to boost long-term loyalty.

To tackle these challenges head-on, the core of the marketing strategy of Maruti Suzuki must begin with a deep understanding of one thing: the modern Indian car buyer.

Marketing Channels Used By Maruti Suzuki

Maruti Suzuki follows a well-rounded marketing strategy that combines traditional advertising, digital marketing, social media, influencer campaigns, and customer loyalty programs.

On the digital front, they invested in:

• SEO and content marketing to rank for queries like “best mileage cars in India” and “affordable hatchbacks”
• YouTube videos and promotional teasers to educate buyers and highlight new launches
• Google Ads and display campaigns to drive traffic to model-specific landing pages

To build trust and engagement, Maruti collaborates with lifestyle influencers, family content creators, and auto bloggers who share honest car reviews, test drives, and ownership experiences.

Offline, they maintain visibility through TV campaigns like “More Power to Your Play”, print ads, hoardings, IPL sponsorships, and festive activations. 

Dealer-led test drives, roadshows, and events in Tier 2 and 3 cities help them connect with customers directly.
This multi-channel approach is where the marketing strategy of Maruti Suzuki truly comes to life.

Let's break down exactly how each of these elements works in practice.

Maruti Suzuki Marketing Strategy Breakdown

1. Traditional Advertising (TV & Print)

Maruti Suzuki strategically leveraged mass communication to strengthen brand presence and reach a wide audience. The recent “More Power to Your Play” campaign for Brezza, featuring Kartik Aaryan, positioned the SUV as a youthful, aspirational choice, reinforcing the brand’s ability to adapt to evolving lifestyles while retaining its reliability.

The company invested heavily in high-visibility platforms such as cricket sponsorships, IPL ads, and festive campaigns, ensuring messaging reached millions across Tier 1, 2, and 3 cities.

Celebrity endorsements with actors like Varun Dhawan and Ranveer Singh further added aspirational appeal, creating an emotional connection with urban and semi-urban buyers.

These initiatives maintained top-of-mind awareness, enhanced brand recall, strengthened leadership in the compact car segment, and built trust and aspirational value among younger and family-oriented consumers.

2. Digital Marketing & SEO

Maruti Suzuki’s digital strategy focuses on SEO-driven content to educate buyers and improve organic traffic. They publish articles like “Top 5 Hatchbacks Under ₹5 Lakh” or “Best Mileage Cars in India”, targeting both informational and transactional keywords.

Some of the keywords they rank for include:

• Best mileage cars in India
• Affordable mid-size SUVs
• Low-cost hatchbacks

They also implement internal linking from blogs to vehicle landing pages to boost SEO authority. On the technical side, Maruti ensures mobile-friendly pages, fast loading speeds, and fixes issues like broken links and duplicate content. These efforts drive thousands of organic visits monthly to model-specific pages and increase awareness among buyers researching cars online.

3. Social Media Marketing

Maruti Suzuki engages audiences on Instagram, Facebook, and YouTube through reels, stories, and lifestyle-driven posts that showcase product features and customer experiences.

Hashtags like #WayofLife, interactive polls, and Q&A sessions encourage participation, while short-form videos capture younger consumers’ attention by presenting cars in relatable scenarios.

This approach keeps the brand relevant among Millennials and Gen Z, boosts engagement, and positions Maruti’s vehicles as part of an aspirational lifestyle.

4. Influencer Marketing

Maruti Suzuki uses influencer marketing to build trust and reach younger audiences. They collaborate with lifestyle and auto influencers to share authentic car reviews, test drives, and ownership experiences.

For example, campaigns like the Arena Channel Anniversary, featuring influencers such as Barkha Singh, garnered over 2.3 million views. 

Similarly, the True Value pre-owned car campaign leveraged influencers to boost credibility and awareness.
These partnerships feel authentic, helping Maruti connect with urban buyers and drive engagement through real experiences rather than just promotions.

5. Experiential Marketing

In Tier 2 and Tier 3 cities, Maruti Suzuki engages customers directly through dealer-led events such as test drives, roadshows, and local sponsorships. These hands-on experiences allow potential buyers to interact with vehicles and understand their features firsthand.

Beyond dealer events, Maruti sponsors major sports and cultural tournaments, ensuring the brand is visible in family-friendly entertainment settings that attract large audiences.

These initiatives help the brand build personal connections with customers, enhance brand recall, and create memorable experiences that strengthen trust and loyalty across diverse markets.

6. Customer Loyalty Programs

The Maruti Suzuki Rewards App strengthens customer retention by gamifying service visits and referrals.
Customers earn points for servicing cars, referring friends, or buying accessories. Email and WhatsApp updates via CRM provide reminders about service schedules, insurance, and festive offers.

With millions of downloads, the app keeps customers engaged post-purchase and drives repeat interactions with the brand.

So, what is the real-world impact of this comprehensive approach? The results of the marketing strategy of Maruti Suzuki speak for themselves.

Results & Impact

Maruti Suzuki's integrated marketing approach has led to significant outcomes, solidifying its status as India's largest automaker:

• Market Leadership: The brand held approximately 40-42% market share in FY 2024-25, continuing its dominance for several decades
• Sales Growth: Sales were at 2.23 million units, a record high, with products such as Brezza, Grand Vitara, and Fronx leading a 20% year-on-year increase in utility vehicles in FY 2024-25
• Digital Reach: Campaigns on YouTube and other social media reached over 500 million impressions collectively in FY 2024-25, making it possible for the brand to connect with younger, digital-first consumers
• Rural Penetration: Dealer-led activations in Tiers 2 and 3 cities, increased rural sales, and improved sales in non-metro and buyers less likely to purchase a Maruti product
• Brand Recall: Campaigns such as "More Power to your Play" and Nexa's premium positioning reinforced both parts of the company's brand identity, mass-market and aspirational

These impressive numbers paint a clear picture of success, but a closer look at the marketing strategy of Maruti Suzuki reveals both incredible strengths and emerging weaknesses.

Liked Maruti Suzuki’s approach? Explore Mahindra’s marketing strategy to see how the automotive giant leverages digital marketing to stay ahead.

What Worked & Why

The strengths of Maruti Suzuki lie in its unmatched trust, affordability, and extensive reach.

With classic campaigns that have stood the test of time, a network of 3,500+ dealerships, and the innovative Rewards App, the brand successfully engages both urban audiences and Tier 2-3 markets. 

Alongside this, its strong focus on digital and experiential marketing helps create meaningful touchpoints across consumer journeys.

Together, these elements strengthen its brand equity and reinforce its reputation as India’s most trusted and reliable family brand.

What Didn’t Work & Why

Maruti has struggled to keep up with evolving market expectations. Slow adoption of EVs allowed Tata and MG to take an early lead, while the premiumization strategy via Nexa delivered a mixed bag of results.  

Limitations on AI-enabled marketing efforts, CRM, and app usage continue to limit opportunities for a deeper connection with Maruti customers. 

Its strong reputation for value puts it at risk of disengaging younger customers who are attracted to competitors' premium and tech-first vehicle options.

This honest assessment provides a clear roadmap for the future. To address these gaps and maintain dominance, the marketing strategy of Maruti Suzuki must evolve in several key areas.

IIDE Recommendations & Future Strategies

To retain dominance and remain top of mind in a rapidly evolving auto industry, Maruti Suzuki needs to future-proof its marketing and product playbook.

1. Accelerating Adoption of EVs

The soon-to-be-launched eVX electric SUV should be positioned as both an aspirational tech-forward lifestyle vehicle and an accessible, value-driven EV. Maruti will build consumer confidence through:

• Awareness campaigns around EV charging infrastructure, range reliability, and cost of ownership.
• Partnerships with energy providers and government EV initiatives to further some of consumer adoption

2. Hyper-Personalised Digital Marketing

• Maruti should evolve from mass campaigns to use AI-driven, ​hyper-personalised marketing. Maruti could achieve this by using CRM tools to make offers, predictive service reminders, and send targeted ads
• Creating the best-optimized UX on the website/app for seamless booking, financing, and virtual test driving for digital-first buy

3. Connecting in the Rural Market

• In the semi-urban and rural areas, Maruti can adopt physical activations to deepen the connection: Merchant-run roadshows and mobile-enabled financing solutions
• Using WhatsApp for customer service and vernacular content marketing to help improve reach

4. Storytelling with Sustainability and Innovation

Maruti should pursue sustainability and innovation to grow long-term brand equity:

• Promotional campaigns highlighting hybrid technology or green manufacturing and sustainability initiatives
• Integrate into traditional and digital media channels to establish their perception and position Maruti as a trusted automobile manufacturer in preparation for the future