India's Tryst with Quiet LUXURY

Luxury auto brands are seeing Indian customers' tastes shift to a new-found love for understated elegance

- PRERNA LIDHOO

MODEL NAME LAMBORGHINI HURACÁN

LAUNCH YEAR 2022

PRICE ₹5.14 CRORE 

IN INDIA'S BUSTLING streets, where the cacophony of daily life mingles with the purr of high-performance engines, a subtle revolution is underway in the realm of luxury automobiles. Gone are the days when opulence was measured solely in chrome and bling; today, the discerning Indian customer is seeking something deeper, something more profound: quiet luxury.

Simply put, it’s the idea that true luxury does not need to shout; it speaks softly through quality, craftsmanship, and the overall experience it offers. But are carmakers ready to keep pace with the changing tastes of the customer?

Carmakers see quiet luxury as a concept that redefines opulence as understated, sophisticated, and deeply experiential. Unlike the ostentatious displays of wealth often associated with luxury, the quiet kind emphasises subtlety and sophistication, focussing on the harmony between design, functionality, and the overall driving experience.

This transformation comes at a time when most luxury carmakers—barring a few notable exceptions—have seen sales grow above pre-COVID-19 levels, putting the trough of the pandemic years behind them.

MODEL NAME AUDI RS Q8

LAUNCH YEAR 2020

PRICE ₹2.22 CRORE 

THE NEW PATH