Launched in July 2015, Nexa on Wednesday completed one year of operations. It currently has 150 outlets across 94 cities. Over 1 lakh cars have been sold through this channel till date, which employs 3,500 relationship managers.

"Over half (51 per cent) of the customers who bought cars at Nexa were not customers of Maruti Suzuki at that point, indicating that through Nexa, we are able to attract new categories of customers," MSI Executive Director (Marketing & Sales) R S Kalsi said in a statement.

To further enhance purchase and ownership experience, the company plans to provide customers enriching experiences beyond the showroom as well, he added.

"We will curate new experiences around fashion and lifestyle, music and travel. These experiences will touch the lives of customers through international music festivals, fashion/styling sessions and long-distance drives. Rather than limit ourselves to selling cars, our aim is to forge relationships over the period of ownership," Kalsi said.

Maruti Suzuki plans to expand the number of premium outlets to 250 by March 2017 and Nexa is expected to contribute 15 per cent of MSI sales by 2020, the auto major said.

The company sells premium crossover S-Cross and premium hatchback Baleno from these outlets. Maruti stock was trading at Rs 4,750 on BSE, up 4.19 percent, from its previous close.

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