Young buyers spend a fortune on luxury car makeovers
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Audi India recently spec'd an Audi RS Q8 with 17 customisation options — the most the automaker has reported on a vehicle — for a buyer in Bhubaneswar.
The exclusive paint shade, which Audi calls 'Java Green', alone cost ₹12.29 lakh.
Another customer from Coimbatore spent ₹36 lakh personalising Audi's flagship electric SUV, RS e-tron GT, adding all possible options from a carbon fibre roof to Matrix Design LED headlamps that have one million micro-mirrors each to project precise beams of light, and the steering wheel wrapped in custom Alcantara textile.
A businessman from Delhi asked BMW to embroider his initials and the logo of his company on the seats of his new vehicle, while in Mumbai, three units of Mercedes-Benz's G400d / AMG G 63 models were sold with 30-plus customisations that alone cost ₹1.5 crore.
From rare paintwork, handcrafted leather interiors and personalised equipment to special registration numbers as per numerological or astrological beliefs, Indian buyers are spending handsomely to personalise their luxury vehicles, senior industry executives said.
The demand is increasing even as the buyers are getting younger. For instance, at 38 years, the average Indian buyer is the youngest for Mercedes-Benz globally. «Today, customers want exclusivity,» Audi India head Balbir Singh Dhillion said. «Their cars are an extension of their personality.»
