Carmakers focus on design, lifestyle features & marketing

Carmakers say the average age of car buyers in the country has come down to 32 from 39 over the last decade with earning members in the age group of 25-30 becoming big buyers in the market. This has completely changed colour and flavour on Indian roads where trendy hatchbacks and high-performance sports utility vehicles are gaining ground.

Powered mostly by this new generation of car buyers, the Indian auto market has been growing in high double-digit rates for several months. The market grew 37% year-on-year to 2.22 lakh units in July. Design has played an integral part in the success of cars such as Maruti Swift, Hyundai i20 and Honda City, says Dilip Chhabria, car designer and founder of DC Design that offers customization and makeover service for different car models.

“New cars in India portray aggression. Just look at the Maruti A-Star or the Hyundai i20, which have aggressive frown (the front space between headlights and bumper) that changes the stance of the car,” he says. Many marketers now directly address the young and the upwardly mobile. Advertisement of General Motors’ Beat compact, for example, says, “Perfect for the next-gen driver. You.”