As Vikram Mehta, a 42-year-old IT skilled, navigates by means of Mumbai’s chaotic streets in his just lately purchased SUV, his automotive anticipates hazard earlier than he may even react. “The alerts for reckless lane adjustments have saved me from collisions at the least twice this yr,” he says.
Mehta is a part of a rising pattern in India, the place shoppers are more and more prioritising security, comfort, and personalised experiences whereas shopping for new automobiles.
Main mass-market automotive producers akin to Tata Motors, Mahindra, Hyundai, Honda, and JSW MG Motor are witnessing a surge in demand for autos geared up with superior premium options. These embody anti-collision programs, distant providers, overtaking sensors, massive infotainment contact screens, 360-degree cameras, parking help, and ventilated seats—options which might be quickly influencing many new automotive buying selections.
Over 60% of recent car fashions launched in India in 2024 supply superior digital interfaces, a pattern that was as soon as unique to luxurious automobiles, confirmed knowledge collated by Jato Dynamics.
Corporations consider that Indian patrons at the moment are prepared to pay a premium for peace of thoughts and superior expertise. Tata Motors, for example, is seeing rising demand for fashions providing ventilated seats and premium audio programs. An organization spokesperson famous that fashions just like the Safari SUV are attracting prospects who need a extra upmarket cabin expertise.
Equally, Hyundai noticed important product premiumisation within the just-ended fiscal yr. “Each second automotive offered by Hyundai within the Indian market was geared up with a sunroof, making up 53.2% of our complete gross sales, in comparison with 48.5% in FY24,” mentioned Tarun Garg, chief working officer at Hyundai Motor India. Furthermore, 85% of the automaker’s portfolio, or 12 out of 14 fashions, presently has sunroof-fitted variants, indicating the shift towards extra premium options.
Security can also be a high precedence for patrons. Advances in driver help applied sciences have made autos safer than ever. Kunal Behl, vp, advertising and marketing and gross sales at Honda Vehicles India, shared that just about half of Honda Metropolis and Amaze gross sales, and greater than 60% of Honda Elevate gross sales, come from top-grade variants with superior options.
Even M&M, historically recognized for its rugged autos, is incorporating high-end options in its new electrical SUVs, such because the BE 6 and XEV 9e at extra reasonably priced value factors. In response to Veejay Nakra, president, automotive at M&M, prospects are choosing the highest variations which embody options like remote-controlled auto-park, augmented-reality heads-up shows, and ventilated seats.
Demand for tech-driven mobility options and hyper-personalised experiences is continuous to develop. Rakesh Sen, director, advertising and marketing at JSW MG Motor India, anticipates much more subtle improvements like AI-driven interfaces and sustainability-focused options turning into key promoting factors. “Connectivity is now anticipated as a given. With over 50% of our portfolio providing ADAS and linked options, we’re main the cost within the shift towards smarter automobiles,” he mentioned.
Nevertheless, this surge in superior options comes amid a grim actuality. In 2024, India recorded round 188,000 fatalities in highway accidents, as per preliminary estimates from the ministry of highway transport and highways. This locations India amongst nations with the best highway dying tolls worldwide. Transport minister Nitin Gadkari has repeatedly emphasised the pressing want for options, with expertise enjoying a essential function in addressing this disaster.
