The launch of NEXA XL5 has led to a debate on Maruti’s strategy in the changing auto market. Others see it as a means to prolong the life of a successful platform and to access the premium segment. But others say that Maruti is struggling to innovate and is simply repackaging old ideas. Most of the times Maruti’s position in the market, how they plan to adopt the new technologies like electrification, how they attract the younger buyers are talked about. There is also debate as to whether a premium version of existing models is the right strategy for developing entirely new vehicles. This questioning opens up into discussions around brand perception, product development strategies and the difficulties companies face as incumbent players in the face of the quickly changing industry field.