The automaker is modernising its digital ecosystem with connected websites, unified customer profiles and AI-powered personalisation across marketing, sales and vehicle ownership.
Maruti Suzuki Strengthens Digital Transformation
Maruti Suzuki has partnered with Adobe to modernise its digital ecosystem and deliver faster, more connected and personalised experiences throughout the vehicle ownership journey. Announced on 21 October 2026, the collaboration brings together content, customer data and digital journeys across marketing, sales, service and ownership touchpoints.
The initiative comes as the automaker responds to a growing Gen Z customer base and increasing demand for digital-first engagement. The company is integrating multiple legacy systems to improve data consistency and connectivity while creating a more intuitive digital experience.
Sunil Kakkar, Director of Corporate Planning and Executive Committee Member at Maruti Suzuki, said the collaboration would help the company respond to market changes, innovate faster and strengthen its position in the evolving digital landscape.
NEXA and ARENA Websites Get Faster Digital Experiences
Maruti Suzuki has modernised and migrated several brand websites using Adobe Experience Manager Sites as a Cloud Service, supported by Edge Delivery Services.
According to the announcement, platforms such as NEXA and ARENA now offer sub-second page loads, 3D showrooms, strong search engine optimisation performance and consistently high engagement.
Shobhit Mittal, Executive Vice President of Digital Enterprise at Maruti Suzuki, highlighted the challenge of integrating legacy systems during the website revamp. He said Adobe’s live “See-to-Believe” proof of concept demonstrated how the platform could handle complex integrations while supporting personalised experiences at scale.
Mittal also credited Adobe’s consultative approach and involvement of global experts with helping the automaker identify a partner for its future-ready digital infrastructure.
Unified Customer Profiles Enable Personalised Engagement
Adobe Experience Platform is enabling Maruti Suzuki to unify customer profiles in real time, providing greater visibility into customer interactions across its business.
The platform is intended to support the orchestration of media and non-media campaigns, loyalty programmes and service journeys across different lines of business. By connecting customer data and digital touchpoints, the automaker aims to create a more consistent experience throughout vehicle ownership.
Maruti Suzuki Explores AI-Powered Personalisation
The collaboration also supports Maruti Suzuki’s move towards AI-led customer engagement. The company is leveraging capabilities for real-time journey orchestration, next-best-action triggers and content supply chain optimisation.
Maruti Suzuki is also exploring Adobe Brand Visibility, formerly known as Adobe LLM Optimizer, Adobe Brand Concierge and AI agents. These technologies are being considered to further personalise customer interactions, improve internal efficiency and prepare for emerging forms of digital engagement.
Dr Tapan Sahoo, Senior Executive Officer of Digital Enterprise at Maruti Suzuki, said the partnership enables teams to collaborate around a shared vision and create value for customers.
Adobe Professional Services Supports Implementation
Adobe Professional Services, including Adobe Ultimate Success, has supported the implementation by helping accelerate deployment, strengthen governance and scale the platforms.
The partnership is focused on improving the speed of digital innovation and delivering measurable outcomes across Maruti Suzuki’s digital ecosystem as the automaker prepares to expand sales over the coming years.
