Nexa, Baleno RS utilise dual-pronged brand strategy to ride on P1 Powerboat platform

MUMBAI: Maruti Suzuki has utilised a dual-pronged brand strategy to leverage their association with the inaugural P1 Powerboat, Indian Grand Prix of the Seas which will be held in Mumbai from March 3-5.

While their premium retail brand NEXA is the title sponsor for the event, the company has announced that their new model, Baleno RS, will be the team title sponsor for one of the six teams that will compete in the first of the UIM-recognized World Championship events being organized by Procam International.

The team was unveiled in a function on March 25 and will be called the Baleno RS Booster Jets. The two powerboats which will race for the team will have the Indian wild card, two-times Dakar Rally finisher, C S Santosh, as one of the pilots with British navigator Martin Robinson, and the other boat will see the brother-sister duo, Daisy and Sam Coleman, the P1 SuperStock Champions, United Kingdom 2016 at the helm.

Speaking as the title sponsor for the event, Vinay Pant, Assistant Vice President, Marketing, Maruti Suzuki said, “We are delighted to associate with NEXA P1 Powerboat, Indian Grand Prix of the Sead in its inaugural year. Our focus with this partnership is to create a benchmark like none other existing now. NEXA aims to provide global experiences to its customers and in the same way Procam has made their best efforts to bring a global sport to the Indian audience for the first time. NEXA is at the forefront of bringing innovation and delivering outstanding experiences which are new and exciting, just like P1 Powerboat Racing which builds experiences based on high adrenaline performance and superior technology.”

NEXA is a lifestyle destination brand which aims to cater to not just automotive buying experience but also build lifestyle experience for its consumers just like P1 which creates premium quality content which encapsulates a dose of entertainment, style, glamours. NEXA has achieved the milestone of 200 showrooms, across 121 cities, in its 20 months of existence and has launched successful models such as the S-CROSS, BALENO & IGNIS. The focus of the partnership between NEXA and the inaugural P1 Powerboat, Grand Prix of the Seas is to create a benchmark in the world of sport and provide the Indian consumer an experience that challenges status quo.

The Baleno RS is the first-in-line of high-performance cars through NEXA and will be launched during the race weekend. Adding his thoughts as the the Team Title Sponsor, Pant said: "The RS is a new range of cars and these are high-performance cars, with the Baleno RS being launched next week. The new booster jet engine can be quite a rocket, making it an apt association for our team – Baleno RS Booster Jets. The association of Baleno RS with the NEXA P1 Powerboat, Indian Grand Prix of the Seas serves an ideal purpose as powerboat racing is the most thrilling sport that includes high levels of speed and control."