India’s Young Rich Drive Supercar Surge, Say Lamborghini and Maybach

With young, wealthy Indians driving demand for high-end vehicles, Lamborghini and Mercedes-Maybach report record sales and plan aggressive growth in India’s emerging ultra-luxury market.

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New Delhi, March 22 – Global luxury carmakers Lamborghini and Mercedes-Maybach are gearing up to expand their footprint in India, banking on the country’s surging population of young, affluent buyers who are redefining luxury consumption in one of the world’s fastest-growing economies.

“India, for us, is an asset… There is a huge potential for the future,” said Stephan Winkelmann, Chairman & CEO of Automobili Lamborghini. “The average Lamborghini buyer in India is under 40—our youngest customer base globally after China.”

Buoyed by record-breaking 2024 sales—113 units sold, a 10% rise from 2023—Lamborghini is now eyeing a fourth dealership in the country, with its high-performance Urus SUV accounting for half the total sales. Demand remains so robust that Lamborghini’s India order book is filled for the next 18 months.

Meanwhile, Mercedes-Maybach is riding its own wave of success in the Indian market. The brand posted a staggering 145% growth in 2024, delivering 500 units of its opulent vehicles, priced north of $325,000.

“India is already among our top 10 global markets and has the potential to be in the top five,” said Daniel Lescow, Global Head of Mercedes-Maybach. “There’s so much untapped potential and growing appetite for luxury here.”

The newfound prosperity is being fueled by startup founders, young CEOs, and next-gen family business leaders flush with capital from IPOs and venture exits. Unlike older generations, who leaned toward financial conservatism, these high-net-worth millennials are splurging guilt-free—on everything from designer handbags and smart homes to limited-edition watches and supercars.

Still, luxury cars account for just over 1% of India’s 4-million-a-year vehicle market, and super luxury cars like Lamborghinis and Maybachs represent an even smaller niche. But that niche is rapidly expanding, riding the wave of India’s economic growth, cultural shifts, and a growing acceptance of luxury as lifestyle.

“There’s a generational momentum—young, successful Indians are stepping into this category with confidence,” Winkelmann noted.

Both brands are optimistic that India’s luxury car revolution is just getting started, and their next gear is firmly set on expansion.

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