Maruti Suzuki Adobe Partnership Rebuilds Its Customer Experience Platforms
The Maruti Suzuki Adobe partnership integrates content, customer data and digital journeys across the carmaker's marketing, sales, service and vehicle ownership platforms.
- Companies: Maruti Suzuki and Adobe
- Scope: Marketing, sales, service and ownership platforms
- Products: Adobe Experience Manager Sites as a Cloud Service, Edge Delivery Services, Adobe Experience Platform
- Outcome cited: Sub-second page loads and 3D showrooms on NEXA and ARENA
What The Maruti Suzuki Adobe Work Actually Involves
Joining up what was already there. The stated aim is a common digital platform for customer interactions across the company's businesses, and the work named is integrating legacy systems, improving data connectivity and updating the websites.
That order is worth noting. The visible part is a website; the difficult part is the systems behind it. Shobhit Mittal, executive vice president for digital enterprise, said integrating multiple legacy systems was the biggest challenge during the revamp, with data consistency and smooth connectivity to hold together across platforms while delivering a modern interface.
What Shipped
Several brand websites were updated and migrated using Adobe Experience Manager Sites as a Cloud Service, supported by Edge Delivery Services. The company said the NEXA and ARENA platforms now carry sub-second page loads and 3D showrooms, and that the sites were also updated to support search engine optimisation and customer engagement.
Adobe Experience Platform is being used to unify customer profiles in real time, with the company planning to use it to coordinate media and non-media campaigns, loyalty programmes and service journeys across its businesses.
What Is Still Being Evaluated
Real-time customer journey orchestration, next-best-action triggers and content supply chain optimisation are described as being explored rather than deployed. The company is also evaluating Adobe Brand Visibility, formerly Adobe LLM Optimizer, along with Adobe Brand Concierge and AI agents, for personalisation and internal efficiency.
Mittal credited a live proof of concept with settling the decision, saying it demonstrated in real time how the platform would handle complex integrations and deliver personalised experience at scale. Dr Tapan Sahoo, senior executive officer for digital enterprise, framed the project in terms of teams rather than tools: "Transformation is about people coming together with a shared vision, collaborating across teams and co-creating value for customers."
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