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Driving a dream
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Luxury cars sail the city roads with more and more people succumbing to the temptation of owning the four-wheeled lovelies, as G. ARUN KUMAR discovers
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Bhavishya Gupta feels stress free driving his Merc Photos: P.V. Sivakumar
GENERAL MOTORS has turned the whole wheel. Launching its latest Pontiac G6 luxury car, GM showered the audience with a cool $7m surprise gift at Oprah Winfrey's show. The marketing strategy set off a new buzz for the new car.
But does Hyderabad, where luxury has been redefined, need Oprahs and giveaways? Forget the fact that a majority cannot afford to buy cars. Hyderabad's flair for focused buying has taken luxury to a new level. With dazzling models ruling the roost in the luxury stakes and customers not willing to compromise on safety and maintenance, Mercedes, Octavias, Sonatas and Accords are the rage on city roads now. And it's not the rich and the famous alone who are behind the wheels.
"What's the point of having a car if it doesn't stand out in a crowd? Apart from symbolising your status, a luxury car offers value for your money," says Vinay R. Saboo, MD, Saboo RKS Motors. And for the safety-conscious and comfort-loving Hyderabadi, big is not beyond his reach. "Luxury cars are pretty safe. Apart from comfort and safety aspects, the real difference lies in the features these cars offer, says Dr. Jay Chigurupati, CEO, Zenotech Labs.
Necessary luxury
What was seen as unaffordable luxury is now a standard requirement. For the upwardly mobile Hyderabadi racing to catch up with a lifestyle that was confined to covers of glossy magazinesis a sign of success.
"A Merc is a Merc is a Merc," affirms Yashwant Jhabakh, Chief Executive, Adihwar Auto Diagnostics. "There is no fancy driving in these cars. And safety norms are top notch," says actor Venkatesh, who drives a Honda CRV.
Feel great factor
Dr. Uma Challa experiences a sense of security with her cars
In 1998 20 Mercs were sold in the city and in 2003, the number went up to 115 — the feel-good factor has definitely rubbed onto the luxury car market! With the car market egging on a burgeoning middle class with disposable incomes and aspiring for the trappings of a higher standard of living, it is a volume game for car dealers. Merc dealers hope to hit 200 mark in 2007 and Maruti is short on supply of new Esteems (there is a one and a half month waiting period).
It's not only the super rich alone but executives, professionals, businessmen, working couples and entrepreneurs (65 per cent of them have Mercs) who are buying luxury sedans and `C' segment cars.
"Our C segment buyers are mostly executives from ITC, GE, Microsoft, Idea Cellular, ITW Signode, etc.," reveals K. Praveen, Manager-Corp. Sales, RKS Motors. A case in point — since April Baleno sales have doubled and 1,200 Octavias have been sold in last two years.
For those eyeing a luxury car, it couldn't get any better. A sharp fall in vehicle price coupled with steep drop in interest rates is the reason behind the big car boom. With technology and affordability within one's reach, what's wrong in going for high-end cars, asks Madhusudhan, Regional Head, Corp. Distribution, AMP Sanmar.
Stress buster
Twenty-four-year-old Bhavishya Gupta, Sensation Cinema owner, who has an imported Merc Brabus (with sports kit) from Hong Kong, says driving the Merc is such a pleasure that it eases stress and work pressure. The line between small and luxury cars is increasingly getting blurred. V.K. Taori, consultant to companies and banks, finds his Baleno more comfortable than his old car. More cabin space, better legroom, faster cooling and good mileage is what Taori is proud of.
Indeed, the luxury cars are on a roll. The C and D segments are growing much faster than A and B segments put together. Actor Srikanth, who drove all the way to Guruvayoour for his daughter's annaprasanam in his pearl white Land Cruiser, says driving the SUV makes him feel like he is flying. Can you handle that?
Feel as if you are flying. Srikanth, actor,
Land Cruiser
Dr. P. Vijayananda Reddy, Director, Apollo Cancer Hospital, who drives a star silver Sonata echoes the sentiment when he says, "The transition from gear to gear is so smooth that you don't even feel that the vehicle is moving at such speed."
Dr. Uma Challa of Challa Nursing Home, who has Baleno, Opel, Honda City, sees a silver lining in this Gen X age of fast cars. "These cars are a steal, providing great comfort, zero maintenance and a sense of security to the customer," she observes.
I cherish my parents' gift. Shriya, actress, Honda City
Even 10 years ago it would've been difficult to imagine that the Ambassador would turn into a museum piece. But with the zippy Lancer jostling for space with the sleek City and stylish Sonata settling the road on fire with the dreamy Merc, it is a win-win situation for the luxury car market. A superb ride and a built-to-last feel give enough bang for your buck. "It's the pull of the brand that clinches the issue," says Yashwant.
Dr. Jay has the final word when he says, "It's the difference between life and death. And luxury cars make the difference."
Smooth ride
Your car is luxury on wheels if it has:
Ventilated seats: To make leather upholstery cool down quickly
Individual climate control
Rain sensors: To regulate the sweep of wipers according to rain intensity
Accelerated skid control
Adaptive damping system: Adjusts the stiffness of front and rear suspensions
Advance noise reduction technologies
Steering angle sensors
Luxury in a letter
C segment
Maruti Baleno, Esteem, Hyundai Elentra, Accent, Mitsubishi Lancer, Honda City, Opel Astra, Ford Ikon, Tata Indigo.
D Segment
Daimler Chrysler Mercedes Benz, Skoda Octavia, Hyundai Sonata, Honda Accord, Chevrolet Optra, Opel Vectra, Toyota Corolla, Ford Mondeo, Toyota Camry.
Quote martial
It gives the best feeling
— Ambarish Pittie, businessman, Octavia
It's as good as practising yoga
— Bhavishya Gupta, theatre owner, Merc
Piece of a machine, there are no two words about it
— Iqbal Patny, ghazal singer, Merc
It's the best in the business
— Diniyar Marshall, Executive Director, Mahavir Motors, Merc
It makes me forget the outside world
— Dr. Vijayananda Reddy, Sonata
The comfort is unmatchable
— Dr. Jay Chigurupati, Merc
It gives me a high
— Murali Mohan, chartered accountant, Merc
A top-loaded version with all luxury
— Madhusudhan, AMP Sanmar, Baleno
Comfort levels are miles ahead
— Alwin Rajeev, Idea Cellular, Baleno
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