Style, safety drive preference for premium features in cars

Rajiv Joshi (name changed) was planning a road trip to Goa with his family this winter in the new car they purchased during Diwali.

- SOHINI DAS

His teenage son was keen on having ventilated or air-cooled seats and a panoramic sunroof for the nearly 12-hour drive from Mumbai to Goa, while Joshi and his wife prioritised buying a car with at least six airbags and a five-star Global NCAP safety rating.

A Tata Motors dealership in the eastern suburbs of Mumbai said panoramic sunroofs and safety ratings are key demands from customers.

This shift in consumer preference reflects the company's sales numbers as well. A Tata Motors spokesperson told Business Standard that demand for sunroofs grew by 24 per cent between April and October compared to the same period last year. Meanwhile, demand for automatic transmissions increased by 14 per cent, and Advanced Driver Assistance Systems (ADAS) features saw 80 per cent growth. As of October 2024 (year-to-date), 37 per cent of Tata Motors cars sold feature panoramic sunroofs, 27 per cent come with automatic transmission, and 35 per cent include ADAS features.