Indian buyers shifting to premium experience

‘’Kitne ki hai” and “Kitna deti hai” were the two aspects that have historically powered the purchasing decisions of car buyers in India. But the times they’ve been changing. As disposable incomes increased and buyers became more aware of the offerings across markets around the world, they too have begun to demand more out of their cars.

Car manufacturers too have been doing their best to respond to this changing preferences in the Indian domestic market. The cars on offer today are a far cry from those of yore. Kitted out to the max, with safety equipment fast becoming standard across the model range, car manufacturers are pulling every trick out of their bag to woo the customer.

Maruti, the poster-child of frugal, economy oriented cars has responded in stunning fashion with their latest round of offerings like the Celerio and the Ciaz. Recognizing the need for a more premium sales experience and its overall impact on the purchasing decision, Maruti went on to launch their NEXA range of dealerships. Starting with the S-Cross, these would showcase a new range of premium products that would redefine the brand positioning in the market.

Hyundai were the ones to truly take the battle to market leader Maruti when the launched their fantastic small car – the Santro. But they too have been on a spree to offer more to their customers and over the years, their cars have been known to offer spectacular levels of kit. The recently launched Creta has been welcomed warmly by customers who have been making a beeline to the dealerships for their booking.

Tata Motors too has been making the right moves. Their Bolt & Zest are right up there with the best in their respective segments and have come a long way from the revolutionary ‘Indica’ days. Mahindra, Ford, Volkswagen, the story is the same across manufacturers.

India has always been a tough market for any car manufacturer to survive. But if they are to do so in the current scenario, then they are only going to have to put their best foot forward. For the Indian customer is changing and only the cars that’ll keep up with the pace shall thrive!