Four Wheels And Some Class

While cars have always been a means of transport from point A to B, some cars do it in style and luxurious comfort. For the ones with money to spend, cars can therefore become veritable objects of luxury. The luxury and ultra luxury car segment in India is growing on the back of a thriving economy and the rising spending power of people. As a result, wealthy Indians are spoilt for choice when it comes to luxury on four wheels.

Between 1995 and 2017, almost all luxury carmakers set foot in India. Volkswagen group-owned sports car manufacturer Bugatti entered the Indian market with its hyper car Veyron in 2010. Priced at an ex-showroom tag of Rs 13.5 crore, the Veyron was the most expensive production vehicle to be sold in India at the time. Today, Bugatti’s latest hyper car Chiron costs

as much as Rs 20 crore while the Bugatti Divo is priced at a bank breaking Rs 41 crore.
Meanwhile, British marques Rolls Royce, Bentley and Aston Martin offer their full product line in India. Even the Germans are not behind, with Mercedes-Benz offering its S650 Maybach and BMW its M760li, while Audi brings to India its range-topping A8L luxury sedan.

These beautifully crafted luxury wheels will caress, soothe and pamper your senses, while cocooning you with the best of things and keeping the madness of the world where it belongs — outside the car.

“The rising demand for super luxury cars in India has made several brands take notice. India has around 2.5 lakh millionaires and premium cars are not a luxury anymore but have become a utility,” says Jatin Ahuja, Founder and MD, Big Boy Toyz, a Delhi-based pre-owned luxury cars marketplace. “Buyers have a constant liking for technologies, which come handy for everyday practicalities that significantly raise the emotional connect with their car. BBT buyers find flagship sedans like Mercedes S Class and BMW 7 Series along with the colossal luxury SUVs more preferable as their ride option. The market will see a wider participation of luxury brands in the next five years even though the traditional leaders are expected to maintain their position,” adds Ahuja.After posting record sales in 2017, India’s luxury car market is on course to hit a new peak this year. Sales have topped 20,000 units in the first half of the year, expanding in double digits every month through June with an average growth rate between 12-13 per cent. Total sales for 2017 were about 39,000 units, a 17 per cent increase over the year before.

Luxury carmakers in India have announced their sales numbers for the first half of 2018. Mercedes-Benz, BMW and Volvo have registered growth during the January-June period.

Mercedes-Benz sold 8,061 units in the first half of 2018, its highest ever half yearly sales in India. The carmaker registered a growth of 12.4 per cent during January-June, compared to the same period in 2017.

“In today’s era of thriving millennials, it is all about lifestyle, panache and living it up. India is one of the fastest growing economies with a thriving youth population that is successful, well-travelled and exposed to global launches and trends. With increasing disposable incomes and flexible finance options, today’s Indian buyers are willing to stretch their budget for luxury vehicles that reflect their unique persona,” says Roland Folger, MD & CEO, Mercedes-Benz India.

The luxury sedan segment of Mercedes Benz comprising the CLA-Class, C-Class, E-Class, S-Class and Mercedes-Maybach S-Class grew 15.2 per cent during January-June 2018, while the luxury SUV segment comprising of models like the GLA-Class, GLS-Class, AMG GLC 43 Coupe, AMG GLE 43 Coupe, AMG GLS 63 and the top of the line AMG G 63 grew 15.9 per cent.

BMW delivered 5,171 cars during January-June, registering a growth of 13 per cent compared to 2017. A total of 4,890 BMW cars were sold during this period, which amounts to a growth of 12 per cent compared to last year. Mini sold 281 cars in the first half of 2018, registering a growth of 30 per cent compared to the same period last year.

Swedish Car maker Volvo registered an impressive growth of 33 per cent in the January-June period compared to the same period last year. The company registered total sales of 1,242 units out of which the XC60 SUV, which was launched towards the end of 2017, accounted for 25 per cent. Volvo recently launched its XC40 SUV and expects higher numbers by the year end.

Jaguar Land Rover (JLR) picked up pace and registered a phenomenal growth of 66 per cent between January and June this year over the same period 2017. “Jaguar Land Rover’s focus on luxury and customisation comes out quite clearly when you consider there is a separate division called Special Vehicle Operations that allows customers to spec their car according to their tastes and requirements,” says Rohit Suri, President and MD, JLR India. “The variety of vehicles, from the performance-oriented Jaguar F-Type SVR and Range Rover Sport SVR to the highly luxurious and desirable Range Rover SVAutobiography are strong examples of how we fulfil different customer requests,” adds Suri.

The Car of the Future
Is it the electric vehicle? Hardly. It is the SUV, the rugged off-roader that America invented and the world increasingly loves to drives. And what’s more, the ultra luxury SUV is taking off in markets all over in the world.

Automakers have made sure that new high-end SUVs are available to fuel demand. All the luxury marques have started to jump on the SUV bandwagon. Rolls Royce, for instance, has announced its upcoming launch of the all-new Cullinan SUV. If that name sounds familiar, it is because it is. It is the name of the largest diamond ever discovered. Bentayga, Bentley’s take on a sport utility vehicle, is the most expensive ultra luxury machine on wheels priced at close to Rs 5 crore. Like all the ultra luxury marques, Bentley offers a long list of optional loadings on the Bentayga. Breitling Mulliner Tourbillon Watch is one such option. This mechanical timepiece is a part of the centre console of the Bentayga and costs a whopping Rs 1.2 crore. The Bentayga has found many takers in India and it is believed that some are loaded with the Breitling watch as well.

Amy Arora, Brand Director, Bentley India, says  “Bentley has always valued design, craftsmanship and bespoke luxury which our brand itself personifies and has set a benchmark in the industry. Alongside our current range, the flagship Mulsanne, our luxury sedan — the Flying Spur and our first ever SUV — the Bentayga, we have recently revealed one of our most eagerly anticipated models — the all-new Bentley Continental GT.”

Lamborghini recently delivered its first Urus in Mumbai. The Urus is Lamborghini’s version of a super-sport utility vehicle with the price starting at more than Rs 3 crore.

“Lamborghini has decided to invest in producing a super SUV because there is a clear demand in the luxury segment worldwide for this type of car, which has not yet been adequately addressed,” says Sharad Agarwal, Head, Lamborghini India. “Therefore we expect that the Urus will generate additional demand for luxury vehicles that do not clash with existing offers. With the Urus we are focused on attracting new customers moving from luxury sedans and premium SUVs and wanting the thrill of the driving experience, performance, and a unique distinctive design by one of the most exclusive brands,” adds Agarwal.

Maserati’s SUV, the Levante, priced at a little less than Rs 2 crore, is doing well in the Indian ultra-luxury SUV market. JLR’s Range Rover Autobiography and SVR models and Cayenne Turbo from Porsche are highly popular.

Consumer demand for ever-more expensive SUVs is insatiable. Automakers are racing to fill every niche.

True, cars are just about four wheels, some seats and fuel. But they are also about desire, about making a statement and a grand one at that.