Luxury car manufacturers like Audi and Maserati are launching promotions targeting affluent customers under the concept of "delivering the ultimate experience." They aim to captivate customers by appealing that owning a luxury car "brings this elevated lifestyle." This was reported by The Economic Times (online edition).
According to market research firm IMRB, India's luxury car market was worth 10 billion rupees (approximately 17 billion yen) in 2012. With an average annual growth rate of nearly 20% over the past three years and projected 15% growth for the next three years, it is drawing intense attention from luxury car manufacturers.
Audi launched the "Audi Club India," a membership organization for buyers, in August this year. Partnering with global luxury travel arranger Abercrombie & Kent and Mediterranean restaurant Olive Bar & Kitchen, it offers customers "a step above" service in settings like travel and dining. Joe King, who oversees Audi's Indian operations, explained the rationale behind the new organization: "If you belong to the upper class, you inevitably attract attention, and networking becomes extremely important." He emphasized that providing the right "setting" is key to attracting the affluent.
Meanwhile, Maserati intends to invite buyers to the "Master Italian Lifestyle Experience" event in Italy next June. This event will feature not only driving technique instruction on public roads and circuits but also encapsulate the essence of the "Italian way," including art and fashion. Ashish Kordia, Chairman of the Shreyan Group, the authorized importer in India, expressed confidence in the experience, stating, "While buyers race around the Parma circuit, their companions will enjoy exploring cutting-edge boutiques in Florence."
Currently, two out of three luxury car buyers are under 40. Regarding this promotional campaign, an industry expert commented, "This could lead to attracting young, enthusiastic fans."
