Safety & comfort steer car buyers

As Vikram Mehta, a 42-year-old IT professional, navigates through Mumbai's chaotic streets in his recently bought SUV, his car anticipates danger before he can even react. "The alerts for reckless lane changes have saved me from collisions at least twice this year," he says.

Mehta is part of a growing trend in India, where consumers are increasingly prioritising safety, convenience, and personalised experiences while buying new cars.


Leading mass-market car manufacturers such as Tata Motors, Mahindra, Hyundai, Honda, and JSW MG Motor are witnessing a surge in demand for vehicles equipped with advanced premium features. These include anti-collision systems, remote services, overtaking sensors, large infotainment touch screens, 360-degree cameras, parking assistance, and ventilated seats-features that are rapidly influencing many new car purchasing decisions.

Over 60% of new vehicle models launched in India in 2024 offer advanced digital interfaces, a trend that was once exclusive to luxury cars, showed data collated by Jato Dynamics.

Companies believe that Indian buyers are now willing to pay a premium for peace of mind and advanced technology. Tata Motors, for instance, is seeing rising demand for models offering ventilated seats and premium audio systems. A company spokesperson noted that models like the Safari SUV are attracting customers who desire a more upmarket cabin experience.

Similarly, Hyundai saw significant product premiumisation in the just-ended fiscal year. "Every second car sold by Hyundai in the Indian market was equipped with a sunroof, making up 53.2% of our total sales, compared to 48.5% in FY24," said Tarun Garg, chief operating officer at Hyundai Motor India. Moreover, 85% of the automaker's portfolio, or 12 out of 14 models, currently has sunroof-fitted variants, indicating the shift toward more premium features.

Safety is also a top priority for buyers. Advances in driver assistance technologies have made vehicles safer than ever. Kunal Behl, vice president, marketing and sales at Honda Cars India, shared that nearly half of Honda City and Amaze sales, and more than 60% of Honda Elevate sales, come from top-grade variants with advanced features.

Even M&M, traditionally known for its rugged vehicles, is incorporating high-end features in its new electric SUVs, such as the BE 6 and XEV 9e at more affordable price points. According to Veejay Nakra, president, automotive at M&M, customers are opting for the top versions which include features like remote-controlled auto-park, augmented-reality heads-up displays, and ventilated seats.

Demand for tech-driven mobility solutions and hyper-personalised experiences is continuing to grow. Rakesh Sen, director, marketing at JSW MG Motor India, anticipates even more sophisticated innovations like AI-driven interfaces and sustainability-focused features becoming key selling points. "Connectivity is now expected as a given. With over 50% of our portfolio offering ADAS and connected features, we're leading the charge in the shift toward smarter cars," he said.

However, this surge in advanced features comes amid a grim reality. In 2024, India recorded around 188,000 fatalities in road accidents, as per preliminary estimates from the ministry of road transport and highways. This places India among countries with the highest road death tolls worldwide. Transport minister Nitin Gadkari has repeatedly emphasised the urgent need for solutions, with technology playing a critical role in addressing this crisis.