Stories
Luxury Car Buyers in India Spend Lakhs on Bespoke Personalisation
- •Luxury car buyers in India are spending tens of lakhs to crores above standard vehicle prices on custom colours, upholstery, and individual details.
- •Executives from Mercedes-Benz, BMW, JLR, and Audi report that customisation costs can sometimes match the entire price of the car itself.
- •Key drivers for this trend include rising wealth outside major metros, younger self-made buyers, and a strong desire to stand out with a unique identity.
- •Popular customisation requests include bespoke two-tone paints, carbon fibre roofs, custom embroidery, and extensive interior trim combinations.
Key Questions Answered
Luxury car buyers in India frequently spend tens of lakhs above a vehicle's standard price on personalisations, with average costs around Rs 50 lakh. For highly bespoke commissions or top-end models, individualisation bills can scale from 60 to 70 percent of the vehicle's value or even match the car's entire price, reaching up to Rs 3 to 3.5 crore for ultra-luxury models.
Brands like Mercedes-Benz, BMW, JLR, and Audi are witnessing massive demand for customisation. Popular choices include BMW's 7 Series, i7, X7, XM, and M models, JLR's Range Rover and Range Rover Sport SUVs, as well as Audi's Q8, SQ8, and RS Q8 SUVs.
The surge in personalisation is largely driven by younger, self-made, well-travelled buyers and rising wealth levels outside major metropolitan areas. Industry executives note that demand has more than doubled over a two-year span as affluent consumers shift from simply purchasing a car to creating a distinct identity and unique ownership experience.
