Ok, so as you read this, currently in Europe and the US, Audi is about to launch its A1 Amplified limited edition which features a sporty and sexy exterior design and super cool interiors. At the same time they are ready to showcase their even cooler A2 concept, which will never make it to India. Alongside these cars, customers in the EU and USA will get the flashy styled Nissan Juke Nismo, the beastly small hatched Ford Focus ST and many more super cool cars that not only look good, but perform really well, and of course come with the coolest features. Whereas in India there is not a single car in the market which we can consider cool, not even the Chevy Cruze or even the BMW X1. In India we severely lack a taste for super cool cars like the powerful hatches we find in Europe or the sexy muscle cars in the US. Even though Audi, BMW, Ford and Honda already have a huge presence in the market, it would be nice if we could see these companies bringing in cooler products, and not the mundane common looking Q3s and Honda Civics. What is even more shocking and disturbing is that Maruti Suzuki has not even thought about bringing in the Suzuki Swift Sport into the country. What could be cooler than a two-door 140bhp Swift? In India, that car would be the coolest car to own and drive. However, we as Indians are not taken seriously by these OEMs because they feel the market is not matured for these products and while I do agree that this may be true, I still feel that we could be offered some much cooler cars than what we are getting. If OEMs would for once forget about making heaps of money and focus on the changing demand of the market we might just be able to see some awesome machines heading our way. And it has already started thanks to Ford, which will bring in the really cool looking Ford EcoSport later this year. They have managed to make a cool product at an affordable price. Other companies should be taking this as an example of how mature India has become as a market, instead of sticking their faces in profit and loss accounts. Until then we will have to enjoy what we have a brand conscious market over an enthusiast market.
Why doesn’t India get cool cars???
India does not get cool cars because Indian people link value to a price point. Cars are being bought based on who offers best discounts and not what a car or a brand stands for. Our market is totally biased towards diesel engine powered cars and in turn miss out on some great gasoline engines which deliver outstanding performance and driving pleasure. Almost every car in the world is designed with a gasoline engine in concept. A diesel engine is plonked in later. And in India, the customer wants the least thirsty diesel engine even at the sacrifice of power and refinement. Our country is obsessed and blinded with ‘kitna deti hai’. Only Indian people welcome a butt like boot plonked on on an otherwise good looking hatchback. So the manufacturers have to spoil the look of a good hatch and offer a stupid looking sedan (or is it?). All manufacturers have great cars to offer to Indian people, but a common Indian thinks we are better at designing cars and push our wants on to the manufacturers. The other spoil sport is the government policies on infrastructure. Where do we have the roads to drive good cars. There are a few expressways, which some people turn them into personal race tracks with total disregard for safety. The Indian auto industry is growing just in terms of numbers clocked mainly by small cars. QUALITY MOTORING IS LIGHT YEARS AWAY.
It is sad that the carmakers still think of India as a poor country not realising that Indian market is bigger than any marketing the world with a little bit of change in the govt policy.