.........OPULENCE ON WHEELS FOR INDIA.............

             The escalation of the luxury car market segment in India is discernible from the past decade. There has been a transition in the Indian consumers due to the emergence of the middle and higher middle classes with increased purchasing power and aspirations to own luxury brands.

These consumers are very well aware of the quality, technology, the engineering involved and are clear about their choices which would gratify their desires. The Indian consumers are now conscious about the fact that the brands they choose actually represent them and their lifestyles. The desire to be distinct is what is lashing the luxury car segment in India. As the major growth lies in the below Rs 10 lakh volume car market segment which clearly illustrates the reason for the transition in consumer behavior in India as to be distinct among the masses. The government’s support in developing the infrastructure and the consumers growing desire has triggered the scope for luxury cars.

Figure 1BMW Z-4

Despite the recession that struck the entire world adversely, the automotive industry in India did not falter to the extent to which automotive industries across the world did. In fact the Indian automotive industry has done better than almost all other countries. The sales figures clearly depict the hold and the subsequent growth in the industry. The manufacturers certainly are aware about this fact and they justify their moves by launching exciting new cars in the luxury segment. There have been numerous launches like the Mercedes Benz India which launched its massive SUV, GL. Last year it launched the new E-class and this year it brought in new variants of the E-class as well as the S-class. Audi India launched its Q5 and also introduced the Q7 with a bigger engine. BMW India did not remain silent either, as it launched its Z4- the sports version and also a newer version of the renowned 5series. These exciting high segment launches indicate the fact that these big players in the luxury segment totally understand the consumer transition that took place. Certainly, brand consciousness and the desire for distinction among the consumers have triggered growth in the luxury car segment in the Indian automotive industry.