Unlike the developed markets where a car is bought to
cater to an individual’s requirement, the Indian first-time
car buyer primarily looks at buying a car for his family.
Contrary to the popular belief that the car buyer is
motivated by the opportunity to make a statement of
success, it is interesting that this is a very rational and
practical requirement. Given that the first time buyer has
really no comparable reference, it is natural that this
buying decision is not influenced by the ‘improvement
of fuel efficiency’ factor.