Until few years ago, euphoria on Madurai roads meant occasionally spotting a luxury sedan. “That’s a Merc!,” people would cry in joy, on seeing one beauty of a car glide past. Such vicarious pleasures are no longer a rarity. If the recently opened concept stores of luxury automobiles are any indication, surely the aspirations of the city car users has hit a new high. Three months ago, the city got an exclusive Mercedes Benz Showroom. Less than a month back Audi opened a plush store on the Dindigul Highway and the signature two-wheeler brand Royal Enfield unveiled its third outlet at K.K.Nagar.
Hold your breath and wait for more, as automobile buffs say that the list is only going to grow long. So in the days to come, we may perhaps spot more Benzs and Audis amidst the slew of autos, cycles, bullock and push-carts, cruising the narrow city lanes.
“Concept stores are designed to give a feel of exclusivity to the niche segment of customers. Small towns like Madurai are witnessing a boom in the luxury segment,” says Arun S.K., Senior General Manager of the 22,000 square-feet Audi store in town.
With a lavish eight-car-display, a majestic 40-feet glass façade and posh interiors flooded with spotlights, the store is designed to resemble an Airport terminal.
“After all, our cars are nothing less than flights, in terms of style, performance and features,” beams Arun. The Audi store is also a space for customers to experience the class and feel of the brand and is complete with an elegant lounge and a chic coffee counter.
After selling 700 cars in three years out of his Coimbatore store, Textile industrialist C.R.Ananthakrishnan decided to bring Audi cars closer to his customers down south. And that is how the Madurai store was born.
Luxury car segment has seen an annual growth of 25 per cent in small towns, informs Arun. “Most of our customers are between 25 to 45 years and are mostly businessmen, doctors and engineers from Marthandam, Nagercoil, Tirunelveli and Tuticorin.”
He adds that it has become a trend among people to gift branded cars for marriages. The Madurai outlet bagged five bookings on Day One followed by nine more in the past three weeks of its inception. Audi has over a dozen varieties of sedans, SUVs and Sports cars ranging from Rs.30 lakhs to Rs. 2.75 Crores.
“Small town customers are well-informed about the product and do a thorough research before making a decision. They are brand-conscious and value features, performance, comfort, class and style and looks of the car they drive,” says Paul, the General Manager of the Mercedes Benz Showroom in Coimbatore who also manages the Madurai store on South Veli Street. “These days, high-end cars are given as performance incentives in corporate companies. Apart from the business class people, those belonging to the salaried segment are also lapping up luxury sedans.”
While luxury cars enjoy a customer-base among the elites, adventure bikes are raved by the youth. The Royal Enfield Bullet, for instance, is a lifestyle statement for young men. “It is a dream bike and can never go out of style,” gushes K.G. Adhilingam, who still rides his 1983-model basic bullet. “Nothing can match the excitement of riding on the bullet. It is comfort and adventure in a single capsule,” says the Managing Partner of all the three stores in Madurai. Following an exponential rise in demand for Royal Enfield bikes, Adhilingam opened a large-format concept store at K.K.Nagar recently. We deliver nearly 300 bikes every month and there are 2,000 bookings waiting currently, he informs. “Customers wait for three to six months for the delivery of the vehicle as the demand is tremendous. The brand has opened its third manufacturing unit at Oragadam in Chennai to cater to the demand.”
Named after the erstwhile Madras Motors that made Enfield bullet bikes, the newly opened store reflects the brand identity of the vehicles in its décor and layout. Divided into five exclusive zones for all the five series of bikes – Classic, Bullet, Electra, Thunderbird and Continental GT, the newly launched model for young peppy bikers, the store features attractive wall displays of bike spare-parts and other biker accessories such as jackets, gloves, buffs, boots, helmets and bandanas.
“Our idea is to make it a one-stop-shop for all kinds of biking needs. It is a place for bike freaks to chill out, take their time and look around, try on different looks and buy the products. Biking has become a sport, an experience and a lifestyle for young students, professionals and even middle-aged men these days,” says Athilingam, who also heads The Royal Pandiyas Madurai Enfielders’ Club. “Few city bikers also own Harley Davidson,” he says, “and we can expect a store here anytime.”
