Building an AI‑led, omnichannel customer experience.
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Maruti Suzuki, India’s largest automobile manufacturer, is at the forefront of redefining customer experiences in the automotive industry through a large‑scale digital transformation powered by Adobe.
With a quickly growing Gen Z customer base and a clear shift towards digital‑first, personalised engagement, Maruti Suzuki recognised the need to reimagine how it connects with customers across the entire vehicle ownership lifecycle, from pre-sales to after-sales service experience. The company places technology, digitalisation and experience‑led engagement at the centre of this transformation, as it prepares to expand its sales over the coming years.
To enable this shift, Maruti Suzuki partnered with Adobe to create a single, connected digital experience foundation that unifies content, data and customer journeys across marketing, sales, service and ownership touchpoints. Adobe’s consultative approach, combined with a live “See‑to‑Believe” proof of concept, helped validate the art of the possible and build confidence in executing transformation 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,” says Mr Sunil Kakkar, Director of Corporate Planning and Executive Committee Member at Maruti Suzuki.
Reimagining digital channels at scale.
Using Adobe Experience Manager Sites as a Cloud Service, supported by Edge Delivery Services, Maruti Suzuki has modernised and migrated several of its brand websites, delivering fast, dynamic and content‑rich digital experiences to visitors. Platforms such as NEXA and ARENA now offer sub‑second page loads, immersive features like 3D showrooms, strong SEO performance and consistently high engagement.
At the same time, Adobe Experience Platform enables the unification of customer profiles in real time. This creates a robust foundation for Maruti Suzuki to orchestrate media and non‑media campaigns, loyalty programmes and service journeys across all lines of business.
AI‑powered personalisation and future readiness.
Maruti Suzuki is actively advancing toward AI‑led customer engagement by leveraging Adobe’s capabilities in real‑time journey orchestration, next‑best‑action triggers and content supply chain optimisation. The company is also exploring emerging innovations such as Adobe Brand Visibility (formerly Adobe LLM Optimizer), Adobe Brand Concierge and AI agents to further personalise experiences, improve internal efficiency and prepare for the next generation of customer interactions.
“Transformation is about people coming together with a shared vision, collaborating across teams and co-creating value for customers,” says Dr Tapan Sahoo, Senior Executive Officer of Digital Enterprise at Maruti Suzuki. “That is what our partnership with Adobe enables us to do.”
A partnership focused on outcomes.
Maruti Suzuki’s collaboration with Adobe Professional Services, including Adobe Ultimate Success, has played a critical role in accelerating implementation, strengthening governance and scaling platforms effectively. This partnership mindset — centred on shared success — has enabled Maruti Suzuki to move faster, innovate with confidence and deliver measurable impact across its digital ecosystem.
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