Luxury auto brands are seeing Indian customers’ tastes shift to a newfound love for understated elegance. Carmakers see quiet luxury as a concept that redefines opulence as understated, sophisticated, and deeply experiential. Unlike the ostentatious displays of wealth often associated with luxury, the quiet kind emphasises subtlety and sophistication, focussing on the harmony between design, functionality, and the overall driving experience.
This move towards quiet luxury comes at a time when most luxury carmakers, barring a few notable exceptions, have seen sales grow above pre-Covid-19 levels, putting the trough of the pandemic years behind them.
– Launch year - 2022 – Price - Rs 5.14 crore Customisation and personalisation play a pivotal role. Manufacturers offer an array of options—like lighting enhancements, personalised upholstery, climate control features—allowing customers to tailor their vehicles according to their preferences. This bespoke approach ensures that each car becomes a reflection of its owner’s individual style and taste, says Lamborghini’s Sharad Agarwal.
– Launch Year - 2020 – Price - Rs 2.2 crore Balbir Dhillon, Head of Audi India, said, “People want to celebrate their luxury.” It's about the quality and quantity of a luxury brand today. The shift is palpable, he notes, from the ostentatious mass advertising of yesteryear to a more intimate engagement with the discerning few. He further said that the demographics play a pivotal role; 40% of Audi’s clientele belongs to the 25 to 40 years cohort.
– Launch Year - 2023 – Price - Rs 1.95 crore At the crest of this wave of change is Vikram Pawah, President and CEO of BMW Group India, who recognises that the definition of luxury is undergoing a profound shift. “India’s consumers are forging a new path in luxury,” Pawah asserts, in a tone that has more than a hint of the excitement of a pioneer entering uncharted territory. He adds, “It’s not just about owning a car anymore; it’s about a statement, about practicality, about a blend of luxury and utility.”
Porsche 911 Sport Classic – Launch Year - 2022 – Price - Rs 2.23 crore Ferrari SF90 – Launch Year - 2021 – Price - Rs 7.5 crore
Naveen Soni, Head of Lexus India said, "It’s no longer about features and usability. Brand storytelling and a profound emotional bond with the customer have become paramount."
In this tapestry of change, luxury car brands in India feel that they’re no longer just catching up with global trends; rather, they’re setting new standards as they try to meet the demands of Indian luxury car buyers, who certainly want more than that old bling.
Business Today Magazine - The Luxury Issue - On Stands Now!
Magazine story by: Prerna Lidhoo Produced by: Bhoomika Designed by: Manoj Kumar
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