All of us Kochi people are well aware with our this desire to achieve any of these cars-BMW, Audi, Mercedes, Jaguar Land Rover. Even the world has witnessed the love of kochi people for such fast cars when last year a 9-year-old boy drove his father’s Ferrari in Kerala. The YouTube video of this incident became a sensation at that time and the entire world has seen that. Yes, Later his father was detained by the police but still that episode showed the love of kochi youth for fast Cars to the world. This small southern state of India has developed a strong affection towards this fast cars.
Kochi is developing at a rapid pace. Infact, It has left behind all the metro cities and other big cities as the state has the great potential and it has emerged as India’s strongest growing market for the likes of BMW, Audi, Mercedes and Jaguar Land Rover. I believe this all credit goes to the rising value of spices and rubber and number of tourists who has turned their face towards our this beautifull city, Kochi. As the inflow has increased the state’s newfound urge to splurge on luxury.
“Kochi is growing swiftly round the clock year on year at the pace of 40% for the last three years. Better than the rest of India, It’s progress is unmatchable and the state now sells more luxury cars than Chennai, Kolkata and Hyderabad”, luxury carmakers ET exclaimed.
Eberhard Kern, managing director and CEO at Mercedes-Benz India said,” For US Kerala has become a key main market for luxury cars and it has grown nearly four times in the last four years for us”. He further added,” our brand hold a strong position in this market of luxury cars as many of our valued customers have experienced the fascination of Mercedes-Benz brand in the Middle East market”.
Companies like BMW, Audi, Mercedes, Jaguar Land Rover are making cars especially for kochi people with considering all the aspects of the place and its climate. All these cars like Ferrari and Maserati comes with the price tags of crores then why these super luxury carmakers are now making steady inroads into this tiny southern state known as much for anti-investment climate because of strong trade unions and numerous strikes as its pristine beaches, backwaters and high social development index.
Shreyans Group’s Ashish Chordia who is involved in a trade of importing of superluxury cars such as Ferrari and Maserati, says,” Kerala has been a great big emerging market for the luxury cars as the buying graph has shown from the last few years there is definite increase in the demand from Kerala, especially Kochi, for all the brands we represent”. He further said, “Besides kochi where demand is in large number there are few other smaller cities such as state capital Thiruvananthapuram, northern port city and spice centre Kozhikode and Kottayam, the land of rubber estates, also very much interested in such luxury cars.
State’s economy is also rising with the driving of this demand. Mainly who are ordering such fast luxury cars are people from class as well as wealthy farmers of spices and rubber. While rubber prices have dipped a bit from its historical high price from 2011 but still rubber prices are keep on rising and its hovering around Rs 175 per kg. Kerala — mainly Kottayam, Pathanamthitta and Idukki districts — account for about 90% of rubber produced in India.
Many people of kochi are working abroad and their investment is also helping in rising high the economy of the state and we are really gratefull to the constant devaluation of the rupee also. As per the study NRI has invested their money into Kerala was estimated at more than Rs 55,000 crore, more than 22% of the state’s domestic product. As the rupee is falling constantly against the US dollar, The NRI’s investment is significantly increasing in the terms of rupee and besides many Malayali businessmen who have achieved a good heights in the Gulf region also have started investing in the state.
The dealership that sells the most number of luxury cars from the single point in the country, Indus Auto of Maruti Suzuki, has also turned their route to Kochi as they believe Kerala has the great potential and it is a strong market for cars business. India’s biggest car showroom, Nippon Toyota, has also opened their dealership in Kerala. The upgradation and rising of the market started some years ago when people lifted their standard of living and started buying Honda sedans after selling their Maruti cars and obviously when income of the people started improving and roads also getting better. This better improvement in every field makes the people to turn towards luxury items like cars.
Kerala now holds the graph of sales of 2,500 vehicles and accounts for 10% of India’s luxury car sales and carmakers are planning to attract more and more customers and trying hard to deepen their roots in the state.
Michael Perschke, India head of Audi has recently emerged as the top luxury car brand in the country. As kerala is also emerging as the potential car market, Michael Perschke said, “In Kerala we have around 30% of market share and it is really progressing which has incited us to expand our presence with a second dealership coming up at Calicut (Kozhikode) later this year”. He further added, “ Kerala is also investing in Audi as fairly large market and it helps the Audi India to attain a great position in the car business”.
BMW, the world’s largest luxury carmaker, entered in India in 2008 and right after entering in India, a year later BMW opened its dealership in Kochi. Now, BMW operates three dealership in the state and recently they carried their travelling Mobile Showroom to Kottayam.
Philipp von Sahr, India president at BMW said, “, we have held many exclusive driving event at a specially designed track in Kochi many times to promote our brand and to know the response of the public and we have received a great response every time and we will keep on doing such shows time to time that will showcase the German carmaker’s sporty and premium products”.
And if you are thinking about the roads of Kerala, So what if the Kerala has the only widest highway which has only four lanes, This aspect luxury car makers will cover as they have a lot to go for in a state to sell their cars to this new emerging market where big kids from 9 to 90 years old have a fancy for fast cars.