Maruti Suzuki Launches 'Arena Journeys' to Empower Lady Drivers: Sold Over 9 Lakh Cars to Women

Mar 11, 2024 04:27 AM EDT

ANONYMOUS WOMAN DRIVING CAR IN TOWN — (Photo : PIXABAY/Maria Orlova)

In a jubilant tribute to International Women's Day, Maruti Suzuki India Limited unveils 'Arena Journeys,' a captivating digital spectacle presented by the Maruti Suzuki Arena brand. This groundbreaking initiative celebrates and emboldens the growing community of female drivers and trendsetters in the automotive sphere, signifying a significant stride towards gender diversity and empowerment on India's roads.

As evidenced by its appeal to over 9 lakh women patrons, Maruti Suzuki Arena consistently upholds its reputation for dependability and confidence. The noteworthy surge to over 28% of female consumers citing the brand's merits as their purchasing motivation in FY23-24, up from 18% in FY17-18, underscores Maruti Suzuki's steadfast progress.

Maruti Suzuki Cars in Celebration of Women Drivers

As reported by HT Auto, Maruti Suzuki observes Women's Day by revealing that they've surpassed the milestone of 9 lakh car sales via their Maruti Suzuki Arena outlets. In line with this, the brand is set to introduce a fresh initiative titled 'Arena Journeys' within the realm of Maruti Suzuki Arena. This endeavor seeks to honor the expanding community of female drivers and opinion leaders who are shaping automotive choices nationwide.

As noted by Passionate in Marketing, recent years have witnessed a considerable uptick in the number of women taking to the roads and actively engaging in vehicle purchasing decisions. This shift mirrors a societal change where women are increasingly embracing independence and mobility. Maruti Suzuki Arena takes pride in its ability to attract over 9 lakh female customers, establishing a bond based on trust and dependability.

Maruti Suzuki Arena appeals to a target demographic that is modern, curious, and forward-thinking, and has drawn over 9 lakh female customers since its opening. Given that over half of its customers are first-time purchasers, Maruti Suzuki Arena recognizes and supports the varied requirements and goals of women all over the country.

As reported by NamasteCar, Shashank Srivastava, the Senior Executive Officer of Marketing and Sales at Maruti Suzuki India Limited, conveyed his excitement regarding the initiative, stating, "Maruti Suzuki is thrilled to shine a spotlight on the empowering journey of women who are confidently navigating the roads and making informed decisions in the auto world.

'Arena Journeys' represents more than just a campaign; it encapsulates a narrative of inclusivity, empowerment, and our steadfast commitment to addressing the evolving needs of our female customers.

Partnership with Powerful Women

Maruti Suzuki is revolutionizing the narrative by combining storytelling with automotive prowess and enlisting the expertise of four influential women filmmakers in India - Tanuja Chandra, Alankrita Shrivastava, Sonam Nair, and Tahira Kashyap Khurrana. These talented individuals will breathe life into captivating stories that align with the brand's philosophy of 'Joy of Mobility', spotlighting women taking control of their lives and journeys.

Tailored for the contemporary, experimental, and forward-thinking women of today, almost half of whom are first-time car buyers, 'Arena Journeys' strives to address the diverse aspirations and needs of women across India. These narratives, scheduled for release on Terribly Tiny Tales' YouTube channel, depict protagonists uncovering the missing pieces of their lives, where a Maruti Suzuki Arena car plays a pivotal role in their journey.

In partnership with Terribly Tiny Tales, a content powerhouse with a substantial presence across social media platforms, this endeavor is set to captivate and inspire a broad audience, commemorating the essence of Women's Day through stories of liberation, mobility, and empowerment.