Maruti Suzuki India Ltd, the country’s largest carmaker, has partnered with Adobe to transform its digital customer experience, integrating customer data, content and personalised journeys across marketing, sales and after-sales services.
The initiative aims to help the automaker respond to changing customer expectations, particularly among Gen Z buyers, through faster digital platforms, personalised engagement and connected experiences throughout the vehicle ownership lifecycle.
Digital transformation across customer touchpoints
Maruti Suzuki is modernising its digital infrastructure to support its growth ambitions, with technology and experience-led engagement playing an increasingly important role in reaching customers.
The transformation involves integrating multiple legacy systems, improving data consistency and connecting platforms to deliver a modern, intuitive digital experience.
The partnership with Adobe provides a unified digital foundation connecting content, customer information and digital journeys across marketing, sales, services and ownership touchpoints.
Adobe’s consultative approach and a live proof of concept, called ‘See-to-Believe’, demonstrated the platform’s ability to manage complex integrations and deliver personalised experiences at scale.
“This collaboration has enabled us to respond to the market shifts very effectively, innovate faster and create a meaningful experience that strengthens our leadership in the quickly evolving digital landscape, so we can deliver superior products with high value while shaping the future of the automotive ecosystem,” said Maruti Suzuki Director of Corporate Planning and Executive Committee Member Sunil Kakkar.
NEXA and ARENA websites revamped
Maruti Suzuki has used Adobe Experience Manager Sites as a Cloud Service, supported by Edge Delivery Services, to modernise and migrate several brand websites.
The company’s NEXA and ARENA platforms now offer sub-second page loads, 3D showrooms, improved search engine optimisation (SEO) and enhanced customer engagement, according to the companies.
Integrating legacy systems while maintaining data consistency and seamless connectivity was a key challenge during the website revamp.
“The live ‘See-to-Believe’ proof of concept was a game changer. It allowed us to experience the platform’s capabilities in real time, demonstrating how their solutions could handle complex integrations and deliver personalised experiences at scale,” said Maruti Suzuki Executive Vice President, Digital Enterprise, Shobhit Mittal.
He added that Adobe’s consultative approach and involvement of global experts demonstrated its commitment to delivering a seamless, future-ready digital experience.
Unified customer data and real-time engagement
Adobe Experience Platform enables Maruti Suzuki to unify customer profiles in real time, providing greater visibility into customer preferences and interactions.
The platform creates a foundation for coordinating media and non-media campaigns, loyalty programmes and service journeys across the company’s business operations.
This integration is expected to support more consistent customer engagement across different stages of vehicle ownership, from initial research and purchase to servicing and subsequent interactions with the brand.
AI-powered personalisation in focus
Maruti Suzuki is also exploring artificial intelligence-led customer engagement through real-time journey orchestration, next-best-action triggers and content supply chain optimisation.
Emerging technologies under consideration include Adobe Brand Visibility, formerly known as Adobe LLM Optimizer, Adobe Brand Concierge and AI agents. These capabilities could help personalise customer interactions, improve internal efficiency and prepare the company for changing digital engagement patterns.
“Transformation is about people coming together with a shared vision, collaborating across teams and co-creating value for customers. That is what our partnership with Adobe enables us to do,” said Maruti Suzuki Senior Executive Officer of Digital Enterprise Dr Tapan Sahoo.
The collaboration reflects Maruti Suzuki’s efforts to strengthen its digital capabilities as it seeks to deliver more connected and personalised experiences across the automotive customer journey.