A Study of Domestic Penetration and Export Potential of Premium Cars from India

The study focuses on how India can become an international hub for the manufacturing of high-end cars in India. Our research project investigated domestic penetration and the export potential of premium cars from India. The research comprised the following activities:

  •  A survey was conducted among 161 prospective customers (ISB Alumni) for studying consumer behavior
  •  Another survey was conducted among 35 distributors of premium cars in six cities of India – Delhi, Mumbai, Chennai, Bangalore, Chandigarh, and Ludhiana to study consumer behavior
  • Secondary Research: We made a comparison of the policies and taxation for domestic sales, manufacturing, and exports of luxury cars in India with countries including Brazil, China, Mexico, and Thailand
  • We conducted an international benchmarking of auto manufacturing and best practices in promoting passenger car sales and exports
  •  Quantitative and Qualitative analysis of production, domestic sales, premium car sales, and export data among India, China, Thailand, Brazil, and Mexico
  •  Analysis of primary consumer and distributor surveys


We submitted the report to the client in August 2019. The client appreciated our findings and insights.