News, Trends & Lanuches

The luxury car industry is no longer defined solely by Rolls-Royce, Bentley, or Mercedes-Maybach. As we move into 2025, a wave of new-age luxury car brands is reshaping what exclusivity, innovation, and craftsmanship mean in the modern era. From high-tech electric luxury startups to design-driven boutique manufacturers, these emerging names are challenging the status quo with bold ideas, sustainability, and futuristic appeal. Here’s a closer look at the world’s most promising new luxury car brands you should keep an eye on.

 

1. Lucid Motors – The American Answer to Electric Luxury

• Origin: USA
• USP: Longest-range electric sedans with aircraft-inspired design
• Verification & Update: The flagship model, the Lucid Air Grand Touring, offers an EPA-estimated range of up to 516 miles (830 km), not 837 km (520 miles), though the spirit of “longest-range” is correct. This figure remains a benchmark in the industry.

Lucid Motors has quickly earned the tag of a “Tesla rival,” but its vision goes far beyond performance numbers. The brand’s flagship, Lucid Air, offers an EPA-estimated range of up to 516 miles (830 km), redefining electric luxury for global buyers. Inside, it blends California-inspired minimalism with advanced materials and a futuristic cockpit interface. With its in-house battery technology and design that rivals Rolls-Royce and Mercedes EQS in comfort, Lucid represents the next generation of clean, powerful, and opulent mobility.

 

2. Genesis – Redefining Korean Luxury

• Origin: South Korea
• USP: Elegant design with technology-first luxury, challenging Lexus and BMW
• Verification & Update: Genesis has solidified its position. The new G90 sedan and refreshed GV80 SUV with its new Coupe variant for 2025 have been praised for their opulent cabins, standard features, and use of advanced materials, making the claim of a “credible alternative” factually accurate and industry-recognized.

Once Hyundai’s premium division, Genesis has matured into a standalone luxury marque competing head-to-head with established European brands. Models like the Genesis G90 and GV80 SUV embody refined design and exceptional attention to detail. Its “Athletic Elegance” philosophy and futuristic interiors with sustainable materials, ambient lighting, and advanced driver-assistance systems have helped Genesis gain credibility in the premium segment. In fact, it is consistently considered a credible, high-value alternative to Lexus, BMW, and Mercedes in key global markets like the U.S. and the Middle East.

 

3. VinFast – Vietnam’s Luxury Disruptor

• Origin: Vietnam
• USP: Tech-integrated EVs with a competitive global luxury positioning
• Verification & Update: The VF 9 is officially listed with an EPA-estimated range of up to 330 miles (531 km) for the Eco trim, with the Plus trim offering 291 miles. The features (15.6-inch screen, Pininfarina design) are accurate.

Vietnam’s VinFast has surprised the automotive world with its rapid evolution from a national manufacturer to a global electric luxury contender. The brand’s EV lineup – including the VF 9 luxury SUV – offers a sophisticated balance of premium interiors, advanced connectivity, and autonomous-ready tech. What makes VinFast unique is its focus on smart ecosystems – from app-controlled functions to over-the-air updates, it’s targeting a digital-first, environmentally aware customer base. With design input from Pininfarina and engineering support from Bosch, VinFast has global ambitions written all over it.

 

4. NIO – The Chinese Tech-Luxury Pioneer

• Origin: China
• USP: Luxury EVs with battery-swap innovation and futuristic design
• Verification & Update: NIO’s battery-swap technology is highly advanced. They surpassed 90 million total battery swaps as of late 2025 (in the timeline of the post), with an average swap time of around 3 minutes, confirming the “futuristic convenience” claim as a leading, scaled technology.

Among the wave of Chinese automakers, NIO stands tall as a premium brand that blends performance with innovation. Its flagship NIO ET9 sedan and ES8 SUV feature AI-powered cabins, seamless connectivity, and even in-car digital assistants. But what truly sets NIO apart is its Battery Swap Network – allowing drivers to replace a depleted battery in just about three minutes. This futuristic convenience, combined with minimalist interiors and eco-friendly materials, positions NIO as one of the most progressive luxury EV brands globally.

 

5. BYD Denza – Tech-Luxury with Mercedes-Benz DNA (Now fully BYD-owned)

• Origin: China
• USP: Electric luxury originally established with Mercedes-Benz DNA, now fully under BYD’s advanced EV technology.
• Verification & Update: The joint venture with Daimler (Mercedes-Benz Group) for Denza officially ended in September 2024, with BYD taking 100% ownership. It is crucial for factual accuracy to state that while the brand was born from this collaboration and benefited from Mercedes’ early design/precision input, it is now a fully-owned subsidiary of BYD, leveraging BYD’s revolutionary Blade Battery and e-Platform technology.

Denza, a high-end brand under BYD, was originally born from a joint venture with Mercedes-Benz, combining German precision with Chinese innovation. (Crucial Update: Mercedes-Benz transferred its remaining shares to BYD in late 2024, making Denza a 100% BYD subsidiary.) The Denza N7 and D9 models feature ultra-premium interiors, high-performance electric powertrains (leveraging BYD’s Blade Battery and e-Platform), and cutting-edge infotainment systems that rival global luxury giants. The brand’s focus on in-car AI, sustainable leather alternatives, and intuitive driver interfaces has made it one of the most compelling new entrants in the global luxury EV segment.

 

6. Karma Automotive – Sustainable Luxury from California

• Origin: USA
• USP: Handcrafted extended-range electric GTs with bespoke customization.
• Verification & Update: The core models, GS-6 and Revero GT, are technically Extended Range Electric Vehicles (EREVs) or plug-in hybrids, not purely electric (as the gas engine acts as a generator for the battery). The luxury appeal comes from the low-volume, handcrafted nature of the vehicle, which is a key differentiator from mass-market brands.

Emerging from the legacy of Fisker Automotive, Karma Automotive has reinvented itself as a boutique brand for luxury Extended-Range Electric Grand Tourers (EREVs). The Karma GS-6 and Revero GT blend sculptural design with eco-conscious craftsmanship. Karma’s production process emphasizes bespoke customization, hand-finished interiors, and ultra-low-volume exclusivity, targeting customers who value art and individuality as much as performance in their vehicle.

 

7. Rimac Automobili – The Croatian Hyper-Luxury Innovator

• Origin: Croatia
• USP: Hypercar technology meets luxury craftsmanship under the Bugatti Rimac umbrella.
• Verification & Update: The formation of Bugatti Rimac in 2021 (with Porsche involvement) confirms its role in channeling high-voltage EV expertise into future ultra-luxury models for both brands, making the hypercar-to-luxury technology transfer a central and correct point.

Rimac has redefined what electric performance means. Known for its hypercar Nevera (which boasts 1,914 hp), Rimac blends aerospace-grade materials, hand-built interiors, and mind-bending power output. Now, under the Bugatti Rimac umbrella, the company is channeling its EV expertise into future ultra-luxury hybrid and electric models for the new Bugatti era, making it one of the most anticipated luxury innovators of the decade.

 

8. Faraday Future – Silicon Valley’s Vision of Mobility

• Origin: USA
• USP: “Third Internet Living Space” luxury EVs, focused on personalization and connectivity.
• Verification & Update: The FF 91 2.0 Futurist Alliance delivers 1,050 hp, has a huge 142 kWh battery pack, and an EPA-certified range of 381 miles (613 km), with a key selling point being the massive total display area (over 100 inches) and “Zero-Gravity” rear seats.

Faraday Future (FF) positions itself as more than just a car brand – it’s a mobility experience company. Its debut model, the FF 91 Futurist, features AI-driven personalization, massive display panels (including a 27-inch rear passenger screen), and rear-seat comfort rivaling Maybach and Rolls-Royce. The brand’s emphasis on digital luxury, connected ecosystems, and autonomous readiness appeals to tech entrepreneurs and futurists seeking luxury beyond leather and wood.

 

9. HiPhi – The Intelligent Luxury Innovator

• Origin: China
• USP: Tech-laden EVs with futuristic NT (No-Touch) doors and smart, adaptable interiors.
• Verification & Update: The unique NT Doors (which include the gullwing-style upper rear door section) and the advanced interior tech (three main screens, customizable fragrance, rear-wheel steering) are confirmed features of the HiPhi X and HiPhi Y.

HiPhi, under Human Horizons, represents the bold new face of tech-driven luxury. Its HiPhi X and HiPhi Y models combine ultra-modern design with features like unique NT (No-Touch) doors, smart lighting, and voice-command interiors. HiPhi’s interior feels like a mobile lounge, with customizable ambient moods and a user interface that adapts to driver behavior – setting it apart from traditional luxury philosophies.

 

10. Aehra – Italian Electric Elegance

• Origin: Italy
• USP: Emotionally designed EVs blending art and aerodynamics, with a focus on interior space.
• Verification & Update: Aehra’s two planned models, the Estasi sedan and Impeto SUV, are targeting a range of nearly 500 miles (800 km) from their 925-volt architecture, with an expected launch in late 2026 or later, confirming the high range target and Italian design focus.

Aehra is a new Italian EV luxury brand merging timeless Italian aesthetics with electric performance. Its upcoming models, now officially named the Aehra Estasi sedan and Aehra Impeto SUV, are expected to deliver a range of up to 500 miles (800+ km), lightweight construction, and supercar-inspired interiors. Built for connoisseurs of both beauty and technology, Aehra combines handcrafted materials, aerodynamic artistry, and minimalist sophistication that could rival legacy icons like Maserati or Aston Martin in the coming decade.

 

Final Thoughts: The Dawn of a New Luxury Era

The luxury car world is no longer confined to old badges and century-old legacies. Brands like Lucid, Genesis, and NIO are rewriting the rules with sustainability, software, and personalization at their core.

As the global definition of “luxury” evolves – from opulence to experience – these emerging players are creating a new benchmark for exclusivity, innovation, and intelligent mobility.

Follow Motozite to stay updated with the latest from the world of emerging luxury car brands, exclusive model launches, EV innovations, and in-depth luxury market insights designed for the modern car enthusiast.

Audi has officially launched the limited-edition Signature Line of its popular Q3 and Q5 SUVs in India, starting from ₹52.31 lakh (ex-showroom) for the Q3 and ₹69.86 lakh for the Q5. These exclusive, limited-run variants are based on the top-spec Technology trim and feature unique styling enhancements, bespoke accessories, and additional convenience features, catering to luxury SUV buyers in India seeking enhanced exclusivity and value. The models were launched on November 10, 2025.

 

1. What Is the Signature Line Edition?

The Signature Line is a premium, limited-edition package available for the Audi Q3, Q3 Sportback, and Q5 in the Indian market. It is positioned on the fully-loaded Technology trim and bundles specially selected Audi Genuine Accessories and convenience features. It essentially offers a factory-curated “accessory-plus” version designed for luxury buyers who desire a more distinctive and ready-to-go exclusive SUV.

Key Highlights Include:

• Illuminated Audi Rings Entry Lamps: LED welcome lamps projecting the Audi rings onto the ground.
• Dynamic Wheel Hub-Caps: These floating hub-caps ensure the four-ring Audi logo remains upright, even when the vehicle is in motion.
• Interior Styling: Stainless steel pedal covers, a metallic key cover, and a cabin fragrance dispenser for an elevated tactile experience.
• Exclusivity: All three models (Q3, Q3 Sportback, and Q5 Signature Line) are offered in limited numbers, guaranteeing an enhanced level of exclusivity.

 

2. Pricing & Variant Details (India)

All prices listed are the verified ex-showroom (pan-India) launch prices for the Signature Line variants, based on the Technology trim.

Model	Ex-Showroom Price (INR)	Comments
Audi Q3 Signature Line	₹52.31 lakh	Based on the top-spec Technology variant of Q3.
Audi Q3 Sportback Signature Line	₹53.55 lakh	Coupe-style SUV body with enhanced visual appeal.
Audi Q5 Signature Line	₹69.86 lakh	Premium mid-luxury SUV with enhanced 19-inch wheels and bespoke finishes.

Note: Prices are ex-showroom in India and will vary significantly based on state registration, road tax, insurance, and chosen options (on-road cost).

 

3. What’s New – Feature & Styling Upgrades

The Signature Line focuses primarily on cosmetic and convenience additions, enhancing the vehicle’s aesthetic appeal and in-cabin experience.

Exterior & Design

• Q3 Signature Line: Gains new 18-inch 5-V-spoke (S-Design) alloy wheels and introduces the vibrant Progressive Red exterior colour option (in addition to the standard five-colour palette).
• Q5 Signature Line: Features new, larger 19-inch 5-twin-arm alloy wheels finished in a striking Graphite Grey with a gloss-turned finish, significantly enhancing the SUV’s road presence.
• Common Accents: Both models receive the floating hub-caps, illuminated Audi rings entry lamps (puddle lamps), distinct Audi rings decals, and the premium metallic key cover.

Interior & Convenience

• Universal Upgrades: Both models include the cabin fragrance dispenser and stainless steel pedal set.
• Q3 / Q3 Sportback Signature Line Additions: To boost rear-seat convenience, these models add Park Assist Plus (for assisted parking), a 12-V power outlet, and two additional USB charging ports in the rear compartment.
• Q5 Specification: The Q5 retains its high existing specification (including a panoramic sunroof, Audi Virtual Cockpit, and three-zone climate control) but benefits from the new alloy and accessory treatment.

Technical Specification

The Signature Line editions feature no mechanical or performance changes from the regular Technology trim, maintaining the following proven specifications:

Specification	Audi Q3 / Q3 Sportback (40 TFSI)	Audi Q5 (40 TFSI)
Engine	2.0-litre Turbo Petrol (TFSI)	2.0-litre Turbo Petrol (TFSI)
Max Power	190 PS (or 188 bhp)	249 PS (or 245 bhp)
Max Torque	320 Nm	370 Nm
Transmission	7-speed S tronic (DCT)	7-speed S tronic (DCT)
Drivetrain	quattro All-Wheel Drive (AWD)	quattro All-Wheel Drive (AWD)

The focus remains purely on aesthetic upgrades and convenience, not performance enhancements.

 

4. Why Should Indian Luxury SUV Buyers Consider This Edition?

• Enhanced Exclusivity: Being a limited-run model with specific numbering, the Signature Line offers an elevated, bespoke feel over the standard Q3/Q5.
• Better Value Proposition: The factory-bundled Signature Line package offers curated, premium upgrades (like the special alloys, welcome lamps, and Park Assist Plus on the Q3) at a consolidated price, which is often more cost-effective than ordering heavy individual accessories and fitting them separately.
• Strong Luxury SUV Appeal: The Q5 Signature Line, in particular, strengthens its position in the sub-₹70 lakh luxury segment, offering a compelling blend of prestige, practicality, and new premium finishes.
• Proven Brand and Support: Audi’s expanding luxury SUV footprint in India and the new 10-year extended warranty and 15-year Roadside Assistance (RSA) programs add a layer of long-term assurance.
• Resale Advantage (Potential): Limited-edition models or special trims typically attract better attention and retention value in the used luxury car market.

 

5. Things to Keep in Mind Before Booking

• Availability: Due to the limited units, check the current waiting period immediately upon booking.
• On-Road Cost: Always calculate the full on-road cost which includes RTO registration, state taxes, insurance, and any additional accessories/options, as this varies significantly by city/state.
• Compared with Technology Trim: If only performance and primary features are your priority, the regular Technology variant might suffice and offer a slight cost saving over the special edition.
• Service & Parts: While Audi has a strong network, confirm the availability and servicing support for the specific 18-inch/19-inch Signature Line alloys and bespoke accessories in your local region.
• Colour & Personalisation: The new Progressive Red colour option may carry a specific lead time or custom charges.

 

6. Verdict

For discerning luxury-SUV buyers in India who prioritize refined detailing, exclusivity, and a curated package of premium finishes over the standard specification, the Audi Q3 & Q5 Signature Line editions present a highly compelling proposition. They seamlessly combine the robust performance and established brand strength of the Q-series with tailored luxury upgrades at a reasonable premium. If you are aiming to acquire a luxury SUV with both substance and distinct styling for 2025, the Signature Line editions deserve your serious and immediate consideration.

Get in touch with the Motozite Team or your nearest Audi India dealership to explore availability, waiting periods, customisation options and full pricing for your preferred city.

The Rolls-Royce Phantom remains the ultimate expression of automotive luxury in 2025. With its handcrafted bespoke interiors, whisper-quiet 6.75-litre V12 engine, and staggering presence, the Phantom commands its place at the apex of the luxury car market. In India, ex-showroom pricing starts from around ₹8.99 crore and can soar well beyond with bespoke customisations. Below is an in-depth breakdown of its variants, key features, and ownership value.

 

Variants & Pricing (India, 2025)

While Rolls-Royce offers essentially one core model (the Phantom Series II), India-market pricing varies significantly by wheelbase, customisation, and bespoke specification.

Variant	Typical Ex-Showroom Price*	Notes
Phantom Series II (SWB)	From approx ₹8.99 crore onwards.	The core Standard Wheelbase model, basis for full bespoke customisation.
Phantom Extended Wheelbase (EWB)	Up to approx ₹10.48 crore (ex-showroom) in India.	Offers significantly more rear-seat space, favoured for chauffeured use.
Bespoke & Custom Orders	₹12 crore+ depending on specification and commission.	Custom paint, unique materials, and one-off commissions price is open-ended.

Note: “Ex-showroom” pricing does not include Registration, Insurance, or ultra-bespoke options. On-road pricing in major Indian cities like Delhi or Mumbai can reach ₹12 crore to ₹14 crore+ for highly customised models.

Why this matters: For luxury-car buyers, the cost of entry into a Phantom is steep-but the value lies more in exclusivity, craftsmanship, and bespoke ownership than pure mechanical performance alone.

 

Key Features & Specifications

The Rolls-Royce Phantom Series II continues to push boundaries of luxury, comfort, and mechanical refinement.

Specification	Detail
Engine	6.75 litre twin-turbocharged V12 petrol engine.
Power & Torque	563 bhp (571 PS) and 900 Nm torque (at 1,700 rpm).
Transmission	8-speed automatic (Satellite-Aided), Rear-Wheel Drive (RWD).
Performance (SWB)	0-100 km/h in approx 5.3 seconds; top speed is electronically limited to 250 km/h.
Wheelbase	3,552 mm (SWB); 3,772 mm (EWB).
Length	5,762 mm (SWB); 5,982 mm (EWB).

Luxury-owner implication: When you purchase a Phantom, you’re buying far more than metal and an engine-you’re buying craftsmanship, exclusivity, and the ultimate “presence” on the road. That must be factored into both acquisition and ownership costs.

 

Value and Ownership Considerations

Why Buy a Phantom?

• Symbol of status and heritage: Support from one of the longest and most revered luxury automotive lineages.
• Bespoke craftsmanship: Every Phantom is unique, representing a bespoke piece of automotive art.
• Investment potential: Ultra-luxury models often hold value better than mainstream models, particularly rare bespoke commissions.
• Ultimate comfort for occupants: Ideal for chauffeured rear-seat relaxation and ultimate status representation.

What to Consider Before Buying

• Running & service cost: The bespoke V12 engine and custom parts drive very high maintenance costs.
• Size & practicality in India: The massive dimensions (nearly 6 meters long for EWB) can be challenging in certain Indian urban contexts.
• Depreciation & customization risk: Over-personalization may limit the resale market; tasteful commissions fare better.
• Lead times: Bespoke Rolls-Royce Phantom 2025 commissions often come with long waiting periods.

Resale & Long-Term Value

Given the limited volume of Phantom deliveries, the resale market remains niche. Value maintenance depends heavily on the car’s condition, full service records, and the uniqueness and tastefulness of its original bespoke specification.

 

Verdict: Who’s the Ideal buyer for Phantom?

If you’re seeking luxury beyond transport, you value exceptional craftsmanship, brand legacy, rear-seat refinement, and ultimate exclusivity-then the Rolls-Royce Phantom remains hard to beat in 2025. Its blend of refined power, bespoke artistry, and commanding road presence sets it apart.

However, if your priority leans more toward top speed, driver-centric performance, or “luxury sedan usability without extreme cost,” then alternatives might offer better value (albeit with less exclusivity). The Phantom is a statement purchase-and you must buy it for the statement, not just the specifications.

Final takeaway:

For the discerning luxury-car buyer who values bespoke excellence, legacy, and the highest echelons of prestige, the Phantom remains the benchmark. Just ensure you enter ownership fully aware of the costs and responsibilities that accompany driving the very best.

The unveiling of the Century Coupe Concept at the Japan Mobility Show 2025 confirms Toyota’s launch of the Century nameplate as a dedicated, ultra-luxury brand, positioned above Lexus to directly challenge Rolls-Royce and Bentley. This high-riding grand tourer features a unique pillar-less sliding door mechanism, an exclusive ‘One of One’ ethos, and a radical interior centered around a single, first-class rear throne, likely powered by a V6 Plug-in Hybrid system.

Why the Century Coupe Concept Matters to Ultra-Luxury Buyers

For buyers in the ultra-luxury segment globally (including discerning clientele in India), the Century Coupe Concept is a significant event-it is Toyota’s formal statement of intent to enter the absolute pinnacle of luxury motoring. Here is what this move signals:

• A New Ultra-Luxury Brand: Toyota has officially spun the Century nameplate into an independent, ultra-luxury marque. This new brand is strategically positioned above its established premium division, Lexus, creating a direct, top-tier competitor to the British and German ultra-premium manufacturers.
• The “One of One” Philosophy: The vehicle is being built on an ethos of extreme craftsmanship, bespoke detail, and owner-customisation. This “One of One” language is a direct parallel to the deep personalization programs offered by Rolls-Royce and Bentley, catering to clients who demand a truly unique identity for their vehicle.
• A New Landscape: For the luxury buyer, this means the landscape is expanding. Japanese craftsmanship, renowned for its precision and quiet refinement (the monozukuri spirit), is declaring its presence in a segment long dominated by established European marques.

 

Design & Confirmed Unique Features of the Century Coupe

Unveiled at the Japan Mobility Show 2025, the Century Coupe Concept is a high-riding grand tourer that blends traditional dignity with futuristic execution.

Feature	Detail
Body Style	A high-riding, two-door grand tourer with strong coupe proportions and a fastback roofline, reflecting a blend of ceremony and modern dynamism.
Doors & Access	Features a radical, pillar-less opening: the front door glides forward and the rear door slides backwards, creating an exceptionally wide, unimpeded aperture for effortless, elegant entry and exit.
Seating Layout	The cabin is radically configured around the chauffeur-driven ethos. The front passenger seat has been removed entirely to create acres of legroom for the primary rear occupant, resulting in a single, first-class aircraft-style throne seat.
Paint & Finish	The unique amber exterior finish is meticulously crafted from 60 individual layers of paint, showcasing a commitment to artisanal, hand-finished detail.
Branding	The Century name is now a standalone ultra-luxury marque under the Toyota Group, featuring the unique hand-engraved Phoenix emblem, not the Toyota badge.

 

Powertrain & Performance Outlook 

While the Century brand remains tight-lipped on final production specifications, the concept is expected to draw heavily from the new Century SUV platform:

• Expected Powertrain: The vehicle is highly likely to utilize the 3.5-litre V6 Plug-in Hybrid (PHEV) system recently developed for the Century SUV.
• Output Estimate: This V6 PHEV setup is currently rated to produce around 300 kW (approx. 406 hp), paired with an advanced E-Four All-Wheel Drive system.
• Focus: The core focus is not on peak horsepower but on refined isolation, silent electric cruising, and seamless power delivery-a hallmark of the chauffeur-driven experience. The design heavily emphasizes rear-seat serenity over driver-focused sport dynamics.

 

Implications for Indian Luxury Car Buyers

• Emerging Global Competitor: For high-net-worth individuals who traditionally consider Rolls-Royce or Bentley models, the Century brand offers a unique third dimension: a blend of Japanese exclusivity, reliability, and precision craftsmanship.
• Customization and Personalisation: The “One of One” language promises extensive bespoke options, matching the Indian luxury buyers’ expectation of truly unique vehicles.
• Availability Note: Toyota has indicated that initially, the Century brand will focus on Japan, China, and the UAE. Global expansion, including potential entry into the Indian market, is not planned for the immediate future, meaning buyers will need patience and may rely on specialized imports.
• Brand Cachet: As a newly independent ultra-luxury brand, Century’s long-term brand cachet and resale value will be something early adopters must monitor as the marque establishes its global presence.

 

Final Verdict

The Toyota Century Coupe Concept is far more than an experiment-it’s a definitive signal. It establishes Century as Toyota’s bid for the absolute top of the luxury car market, built on a foundation of Japanese heritage and futuristic execution. For affluent buyers tracking the next wave of ultra-premium motoring, the Century brand, with its focus on silent power and profound exclusivity, should certainly be on your radar.

Connect with the Motozite Team to evaluate how the Toyota Century Coupe or future ultra-luxury launches could fit your portfolio, collectibility goals, and ownership strategy.

Mercedes-Benz Cars division reported an adjusted Return on Sales (RoS) of 4.8% in Q3 2025, meeting its guidance range despite lower volumes and market challenges. This RoS was driven by a 10% growth in Top-End vehicles (Maybach, AMG, S-Class, G-Class). For luxury buyers, this signals the brand’s successful “value over volume” strategy, promising stronger investment in bespoke programs, better resale value potential, and enhanced exclusivity in the premium-car segment.

 

Why Mercedes’ Margin Growth Matters

When a luxury carmaker like Mercedes-Benz reports resilient profitability metrics, it matters significantly for buyers and owners of high-end vehicles. Here’s why:

• Higher margins often translate into more investment in cutting-edge R&D, bespoke options (like MANUFAKTUR), and advanced service experiences.
• Premium-model growth reinforces the brand’s strategic shift of “value over volume” – meaning a stronger focus on the Top-End luxury models that discerning buyers typically prefer.
• In markets such as India, this focus can mean better exclusivity, an expanded customisation portfolio, stronger resale value retention, and a continued strategy of fewer deep discounts on their premium line-up.

 

Key Data & Insights (Q3 2025)

Metric	Verified Value	Why It Matters
Adjusted Return on Sales (RoS) (Cars division)	4.8% in Q3 2025 (compared to 4.7% in Q3 2024)	This is within the company’s full-year guidance (4-6%) and shows resilience despite market contraction.
RoS Guidance Range (Full Year)	4% to 6%	Mercedes is successfully managing profitability in a challenging environment.
Top-End Models Sales Growth	Plus 10% Year-over-Year (for Maybach, AMG, S-Class, G-Class)	Crucial indicator – growth is led by the highest-margin, most exclusive models, validating the “value over volume” strategy.
Free Cash Flow (Industrial Business)	€1.4 billion	Suggests healthy liquidity, which enables sustained investment in new platforms (like the electric CLA) and product quality.
Total Car Sales Volume	-12% Year-over-Year	The RoS improvement (4.7% to 4.8%) despite a volume drop highlights the success of premium pricing and mix-management.

What This Means for Luxury Car Buyers in India

1. Stronger Product Lifecycle & Bespoke Options
   With its profit target secured, Mercedes-Benz is better positioned to invest heavily in next-gen models and its MANUFAKTUR bespoke program. For Indian buyers of luxury Mercedes models, your brand choice is backed by a financially healthy company focused on premiumisation and personalisation.
2. Focus on High-End Models & Exclusivity
   The verifiable growth in brands like Maybach, AMG, and the G-Class means a greater emphasis on Top-End models and a continued avoidance of the ‘discount race’ in the premium luxury segment. Buying one of these high-end variants aligns directly with the brand’s global strategic priority.
3. Resale Value Potential
   A brand demonstrating strong, resilient profitability and clear premium-segment strength typically retains better resale value. For luxury-car buyers, this matters significantly: the cost of ownership is determined not just by the initial price but by the car’s ability to hold value later in its lifecycle.
4. Global Headwinds = Local Impacts
   Mercedes-Benz still faces significant global challenges, including a steep decline in China sales (-27% in Q3 2025), persistent U.S. import tariffs, and the high-cost EV transition pressure. For Indian buyers, this underscores the need to ensure your purchase is a model with strong local assembly/support, stable parts supply, and high regional relevance.

 

Strategic Considerations Before Your Purchase

• Check Model Cycle & Updates: Given the focus on new product launches (like the electric CLA and GLC), ensure your chosen variant is aligned with the brand’s latest investment and refresh plans.
• Review Bespoke/Customisation Options: The premium margin buffer allows Mercedes to offer more personalized features. Check the MANUFAKTUR options available for your model in the Indian market.
• Evaluate Long-Term Servicing & Parts Cost: While the brand is profitable, global headwinds can still affect imported models. Ensure clarity on local support, parts availability, and the total cost of ownership.
• Watch Variant Positioning: The sustained strong margins for AMG/Maybach confirm them as strategic segments. If you are buying a standard luxury line model, ensure it still receives the priority needed for strong long-term support.

 

Final Takeaway

For buyers of high-end luxury cars, the latest Q3 2025 results from Mercedes-Benz are a positive sign. The brand’s margin improvement, successfully driven by premium-segment growth, underpins a healthier investment environment, a stronger product focus, and an improved ownership proposition. That said, vigilance is still required: the luxury automotive world is undergoing rapid change (EV shift, global trade headwinds), and so your purchase decisions should factor in brand sustainability, local support, and long-term value.

Connect with the Motozite Team to assess which Mercedes-Benz premium model best aligns with your luxury-car goals, ownership horizon, and regional market dynamics.

Starting October 31, 2024, the Indian government mandates KYV (Know Your Vehicle) verification for all FASTag users to enforce the ‘One Vehicle, One FASTag’ rule. While the deadline remains, the process has recently been simplified to enhance user experience. Failure to complete KYV may still lead to tag deactivation critical concern for luxury car owners who expect seamless, premium toll passage on national highways.

 

Why KYV Matters – Especially for Luxury Car Owners

For owners of premium and luxury vehicles, the KYV mandate has unique implications that go beyond basic compliance:

• Premium Ownership Experience: High-end vehicles frequently travel on tolled national highways and luxury expressways where uninterrupted tolling is an essential part of the ownership experience. A deactivated tag means delays, mandatory cash lanes, and a loss of exclusivity.
• Preventing Misuse: The rule was introduced to eliminate misuse, such as tags meant for smaller cars being used on heavier vehicles (like trucks) to pay lower tolls, causing revenue leakage. KYV helps protect the integrity of vehicle-category-based tolls, ensuring fair use for the premium segment.
• Preparation for MLFF: The rule strengthens the digital toll ecosystem as India moves toward Multi-Lane Free-Flow (MLFF) tolling, where vehicles pass gantries without stopping. Accurate vehicle-tag linkage is vital for this futuristic system.

 

What is KYV – Key Facts at a Glance (Fact-Checked & Updated)

Feature	Description
Full Form	Know Your Vehicle (KYV) – A verification process linking the FASTag to the actual, registered vehicle.
Mandatory From	October 31, 2024 (The deadline set by authorities for mandatory compliance).
Purpose	To enforce the ‘One Vehicle, One FASTag’ rule and prevent misuse/fraud (e.g., wrong vehicle class tags being used).
Verification Cycle	Verification must be updated every 3 years to keep the database current.
Simplified Process (Latest Update)	Required Documents: Registration Certificate (RC) copy and a clear front-facing image of the vehicle showing the number plate and the FASTag sticker. Side photographs are no longer required for cars/jeeps/vans.
Penalty for Non-compliance	FASTag may be deactivated (hotlisted), forcing the vehicle to use cash lanes, potentially pay higher tolls, and causing significant delays. Note: Issuing banks are now directed to provide sufficient opportunities and reminders before deactivation.

 

Implications for Luxury Vehicle Ownership

1. Seamless Highway Travel: Non-completion of KYV can lead to unexpected tag deactivation and delays-directly undermining the premium, hassle-free ownership experience luxury car buyers expect.
2. Fleet or Multiple-Vehicle Ownership: Owners of multiple high-end cars must verify each vehicle individually. The ‘One Tag = One Vehicle’ rule is strictly applied to ensure compliance and avoid deactivation of any vehicle’s tag.
3. Resale / Transfer / Imported Luxury Cars: When a high-end car is sold or ownership is transferred, KYV must be redone/updated as the details change. For imported or custom luxury cars, ensuring initial compliance is crucial as their unique vehicle specs might require careful document submission.

 

How Luxury Car Owners Should Prepare – Practical Checklist

• Check Your FASTag’s Status: Log in to your issuing bank’s portal or app to verify if the tag is officially “Verified” or pending KYV/Re-KYV.
• Gather Documents: Secure the digital copies of your Registration Certificate (RC).
• Prepare Vehicle Image: Take a clear, high-resolution front photograph of your luxury vehicle, ensuring the number plate and the FASTag sticker on the windshield are clearly visible.
• Complete Upload Early: Do not wait until the deadline or the day of travel. Complete the verification process well in advance to accommodate the typical 3-7 working days for bank verification.
• Coordinate Multi-Car Management: If you own multiple luxury vehicles or use a service house/chauffeur, coordinate the KYV process with them to ensure every tag is individually and correctly linked.

 

Potential Challenges & What to Keep in Mind

• Upload Glitches & Delays: Despite the simplified process, users can still face app errors or backend delays during the upload and verification process. Use the National Highway Helpline Number 1033 for KYV-related issues with your issuer bank.
• Automatic Data Fetching: The process now has a provision to automatically fetch RC details from the Vahan database upon entering the vehicle/chassis/mobile number, which significantly simplifies manual data entry.
• Existing Tags Remain Active: FASTags issued before the KYV policy will remain active unless specific complaints are received for loose tags or misuse. However, proactive compliance is always the safest course of action.

 

Final Takeaway – What Luxury Owners Should Remember

For luxury car owners in India who value a seamless, premium, and reliable drive, the KYV mandate is not merely a compliance burden-it is a necessary safeguard. By proactively ensuring your high-end vehicle’s FASTag is properly linked and verified, you protect your travel convenience, ensure compliance, and maintain the premium ownership experience you expect.

For luxury-car buyers in India, the choice of transmission is the silent partner to the engine. This critical decision directly impacts refinement, driving dynamics, long-term maintenance costs, and residual value. This comprehensive guide walks you through major luxury transmission types-advanced Torque-Converter ATs (like the ZF 8-speed), Performance-focused DCTs, and Hybrid CVTs-to help discerning premium buyers choose the best gearbox for their driving style and ownership needs.

 

Why Transmission Choice Matters in the Luxury Segment

When you’re investing in a luxury car, you are buying a holistic experience centered on seamless refinement, high performance, and rapid responsiveness. The transmission, often called the gearbox, is the most critical link between the engine and the road.

1. Performance Delivery: It influences how instantaneously the car reacts when you need rapid acceleration for an open highway overtake.
2. City Comfort: It determines how smoothly the car crawls through heavy city traffic, a non-negotiable factor for chauffeur-driven use and urban commutes.
3. Ownership Cost: It significantly affects long-term reliability, service cost (especially in the harsh conditions of Indian traffic), and, ultimately, resale value.

Therefore, understanding modern transmission technology is key for every discerning luxury buyer.

 

Major Transmission Types Explained

Here is a breakdown of the four major transmission architectures and their relevance in the current luxury market:

Transmission Type	How It Works	Typical Use in Luxury Cars	Key Strengths	Key Drawbacks
Torque-Converter Automatic (AT)	Traditional automatics use a fluid coupling (torque converter) and planetary gearsets (e.g., the globally renowned ZF 8-speed unit).	The gold standard, common in premium sedans & SUVs (BMW, Mercedes, Audi), where smoothness and refinement are prioritized.	Unmatched smoothness, excellent reliability, familiar service networks, and handles high torque well.	Slightly higher manufacturing cost; may offer a fractionally slower shift than a DCT under aggressive driving.
Dual-Clutch Transmission (DCT/DSG)	Uses two independent clutches (one for odd gears, one for even), enabling lightning-fast, pre-selected shifts.	Found exclusively in performance-luxury vehicles (e.g., Porsche, high-end AMG/M variants, performance coupes) where quick shifts are paramount.	Extremely responsive, provides a visceral, sporty feel, and minimizes power interruption during shifts.	More complex, higher maintenance cost; in stop-go traffic, low-speed shifts can sometimes feel jerky or less smooth than an AT.
Continuously Variable Transmission (CVT)	Uses pulleys and a belt/chain to provide an infinitely variable gear ratio, keeping the engine at its optimal RPM.	Almost exclusively used in Luxury Hybrids (e.g., Lexus, certain hybrid crossovers) where engine efficiency and blending electric/petrol power is crucial.	Extremely smooth power delivery, highly efficient in everyday driving.	Lacks a true “geared feel” (the “rubber-band effect”); not suited for high-performance or enthusiast luxury driving.
Automated Manual Transmission (AMT)	A conventional manual gearbox with an electronic actuator that performs clutch and gear selection automatically is cheaper to implement.	Rarely, if ever, used in true luxury vehicles. Confined to entry-premium or mass-market models only.	Lower initial cost, decent fuel efficiency.	Significant compromise on luxury experience; shift quality is unrefined, often slow, jerky, and unsuitable for the premium segment.

 

What Luxury-Car Buyers in India Should Prioritise

When matching technology to the challenging Indian driving environment, keep these factors in mind:

1. Refinement & Comfort (The Chauffeur Factor)

For those who are frequently chauffeur-driven or navigate heavy urban traffic, the transmission must be whisper-smooth and delay-free. Torque-Converter ATs (like the ZF 8-speed) are unmatched here, as the fluid coupling mitigates initial pull-away jerkiness perfectly.

2. Reliability & Service Support

Luxury ownership demands long-term peace of mind. While DCTs offer great performance, their complexity means higher service costs and potential reliability questions, especially if the vehicle is frequently stuck in heat-generating bumper-to-bumper traffic (which wears the clutch packs). The well-established AT offers the most reliable, long-term, and widely serviceable solution.

3. Residual Value & Technology Future-Proofing

The automotive world is moving toward electrification.

• Pure EVs use simple, single-speed transmissions.
• Performance Hybrids often use DCTs.
• Comfort Hybrids (especially Toyota/Lexus) rely on planetary gearset systems that behave like CVTs. Understanding this alignment ensures your luxury purchase remains technologically relevant for the resale market.

 

Choosing the Right Transmission for Your Luxury Car

For a luxury buyer, here’s a simple, actionable guide based on usage:

Usage Profile	Recommended Transmission	Why?
City-Centric & Chauffeur Driven	Torque-Converter Automatic (AT)	Superior low-speed refinement, reliability in traffic, and unmatched comfort.
Balanced Use (City + Highway)	High-Quality AT or Advanced DCT	Choose a high-quality AT for balance, or a specific DCT variant known for good low-speed behaviour, depending on the drive style.
Performance-Oriented Luxury	Dual-Clutch Transmission (DCT)	Fastest shifts, maximum driver involvement, and manual-feel engagement are essential for a sporty experience.
Efficiency-Focused Luxury (Hybrid)	CVT/Dedicated Hybrid Transmission	Necessary to seamlessly blend power from the electric motor and combustion engine for optimum fuel economy.

 

Summary & Takeaway

The transmission in a luxury car influences far more than just gear shifts-it directly impacts your daily driving comfort, long-term ownership security, and the sheer joy you derive when you demand peak performance.

For Luxury Car Buyers in India:

1. Test Drive Critically: Test drive the car in the modes you’ll use most (specifically, slow-moving urban commute) and evaluate the crucial shift smoothness, response, and overall refinement.
2. Ask About the Technology: Do not choose purely based on the brand badge-find out which specific gearbox unit is used (e.g., ZF 8-speed, or a specific DCT model), its local reputation, and how it behaves in traffic and on steep inclines.
3. Avoid Compromise: For true luxury, reject AMT/iMT systems, as they fundamentally compromise the core refinement promise of a premium vehicle.

 

Final Thought

When you invest in luxury, every component should be premium. The transmission-the sophisticated bridge between engine power and the road-deserves the same scrutiny you give to engine specs, interior quality, and brand prestige.

Connect with the Motozite Team to match the right transmission type to your luxury car purchase, driving style, and Indian ownership conditions.

The Lexus LS flagship is ditching its traditional sedan form. Unveiled at the 2025 Japan Mobility Show, the LS now stands for “Luxury Space,” debuting as a radical six-wheeled MPV Concept and a sleek Coupe–SUV Concept. This shift targets premium buyers seeking versatility, electric readiness, and ultimate sanctuary, fundamentally redefining the future of Lexus luxury mobility, particularly for the evolving Indian market.

 

A Flagship Redefined: From ‘Luxury Sedan’ to ‘Luxury Space’

For more than three decades, the Lexus LS was synonymous with “Luxury Sedan” — quiet refinement, timeless elegance, and executive chauffeur comfort. However, the demands of the modern premium buyer and global mobility trends are rapidly evolving.

Confirming this seismic shift, Lexus Chief Branding Officer Simon Humphries announced that the LS nameplate will henceforth stand for “Luxury Space.” This marks a strategic pivot away from the conventional saloon toward vehicles designed around expansive interior volume, versatility, and advanced, likely all-electric, packaging.

Unlike the low-slung sedans of the past, the new LS concepts prioritize space, futuristic architecture, and bespoke comfort-catering to premium owners who seek not just a drive, but a purpose-designed sanctuary on wheels.

 

The Concepts: What Lexus Showed at JMS 2025

Lexus unveiled two key concepts that showcase this “Luxury Space” ethos:

Concept	Body Style & Key Details	Why It Matters for Luxury Buyers
LS Concept (Luxury MPV)	Unconventional six-wheel architecture with three axles; enormous, flat-floored three-row interior; sliding rear doors; panoramic glass roof. The six-wheel layout is explicitly designed to maximize cabin floor space and privacy.	Designed for ultimate chauffeured luxury, multi-occupant VIP travel, and offering a sanctuary that blends ultimate space and exclusivity.
LS Coupe Concept (Coupe-SUV)	Fastback / SUV hybrid form with bold LED lighting (forming a Sigma-shape), a yoke-style steering wheel, layered digital screens, and rear-hinged coach doors (often called “suicide doors”).	Marries high driving engagement and a sporty aesthetic with luxury utility; this appeals to premium buyers who seek duality-driver-focused performance balanced with passenger comfort.

 

Why This Strategic Shift Matters in India

The redefinition of the LS is particularly relevant to the burgeoning premium segment in India:

• Changing Buyer Preferences: The luxury audience in India is rapidly shifting from rigid sedan confines to vehicles offering lounge-style cabins, reclining seats, and VIP-style travel (a trend exemplified by the popularity of the Lexus LM). The new LS family directly addresses this macro trend for greater flexibility and utility.
• Electric Mobility & Packaging Freedom: Both LS concepts heavily imply full-electric underpinnings (BEV architecture), evidenced by their flat floors, absence of a traditional bonnet, and closed-off fascias. This aligns perfectly with India’s growing premium EV segment, which favors the quiet performance and packaging efficiency only EVs can deliver.
• Status & Exclusivity Re-defined: In India’s highly competitive luxury vehicle space, exclusivity is key. A six-wheel MPV or a sporty coupe-SUV bearing the flagship LS badge immediately conveys innovation, forward-thinking, and social signaling-moving status beyond mere price tag to technological boldness.

 

Key Takeaways for Luxury Buyers

1. Think Beyond Saloon Sedans: If your usage profile is primarily chauffeur-driven, involves hosting business guests, or requires carrying multiple passengers in ultimate comfort, the MPV-style LS is positioned as a viable, next-generation option offering unmatched interior space.
2. Driving Experience Still Matters: The coupe-SUV version is explicitly designed to deliver duality, focusing on driver-centric luxury. This is the model to watch if you frequently switch between personal driving and chauffeur service, demanding both performance and elevated status.
3. Check Powertrain & Architecture: While details are not fully confirmed, the electric architecture is strongly implied. Indian buyers should closely monitor production details regarding localization, battery warranty, and how the service network adapts to support these new premium BEV flagships.
4. Luxury Should Be Future-Ready: By repositioning the LS to “Luxury Space,” Lexus is signaling the long-term direction of the brand. Investing in one of these early (or waiting for the production versions) offers long-term value and relevance in a luxury market where traditional sedans are losing dominance.

 

Verdict

The Lexus LS relaunch is far more than a simple model update-it is a philosophical mindset shift driven by evolving global luxury tastes. The LS badge will now represent space, flexibility, premium utility, and futuristic innovation, rather than just executive saloon status.

For Indian luxury car buyers seeking a vehicle that blends world-class craftsmanship with variable usage needs (personal, chauffeured, and family) in equal measure, this new “Luxury Space” LS family is one to watch closely.

Connect with the Motozite Team to explore how the new Lexus LS line-up fits your luxury mobility needs, whether as a VIP-style MPV or a sport-luxury coupe-SUV.

Aston Martin has announced a strategic reduction of £300 million in its five-year development plan, lowering its total investment from £2 billion to £1.7 billion. This cost discipline, driven by factors like sustained US tariffs on UK car imports and “extremely subdued” demand in China, signals a shift toward disciplined sustainability.

Luxury car owners and potential buyers must understand how this decision influences future product cycles, the rollout of new technology like EVs, long-term brand momentum, and potential resale value in a cautious luxury-car market.

 

What’s Happening at Aston Martin?

Aston Martin Lagonda Global Holdings PLC-long considered the ultimate symbol of British luxury and performance currently navigating significant macroeconomic pressures. Following the release of its Q3 2025 results, the company confirmed a strategic tightening of its financial plans:

• Development Spend Reduction: Aston Martin is slashing its planned capital investment in engineering and development by £300 million.
• Revised 5-Year Investment Target: The five-year product investment target has been revised downwards from approximately £2.0 billion to approximately £1.7 billion.
• Reduced 2025 Capital Expenditure (Capex): The company has also reduced its capital expenditure forecast for the full year 2025 from a previous target of £375 million to approximately £350 million.

The Cause: This cost-cutting exercise is a direct response to a challenging global environment, primarily citing:

1. US Tariffs: The sustained impact of recent US tariffs (including the 25% tariff on automobile imports, later reduced to 10% on the first 100,000 UK imports) has added significant cost and complexity to one of Aston Martin’s key markets.
2. Weak Chinese Demand: Demand in China remains “extremely subdued” due to economic weakness and changes to ultra-luxury car taxes in the region.
3. Broader Headwinds: Global supply chain disruptions and general inflationary pressures continue to weigh on profitability.

 

Why Luxury Car Buyers Should Care

When a premium, exclusive brand signals such a significant tightening of investment, it transcends a simple business headline. For current owners and potential buyers, this strategic shift raises key questions regarding the luxury proposition:

• Future Product Innovation: Reduced development spending could mean longer product cycles, delayed new model launches (especially for next-generation electric vehicles, which Aston Martin has already delayed), or a slowdown in the rollout of cutting-edge technology.
• Resale Value and Brand Strength: Luxury investments are tied to expectations of exclusivity, continuous innovation, and unwavering brand strength. Signals of cost discipline, while financially responsible, may introduce caution among collectors and affect future valuations if the product portfolio begins to feel dated faster than rivals.
• Impact on Current Owners: A review of the future product cycle plan could subtly impact the timing of model refreshes (mid-cycle updates). Current owners rely on continued brand desirability and a strong future product pipeline to protect their asset’s value.

 

Key Financial Details & Data Points

The financial discipline is centered on the following confirmed figures from the Q3 2025 results:

Metric	Original 5-Year Plan (c. £2.0bn)	Revised 5-Year Plan
Product Investment	~£2.0 billion	~£1.7 billion
2025 Capital Expenditure	~£375 million (Latest Target)	~£350 million

Related Triggers: The Tariff Factor

The introduction of the US tariff quota mechanism has been particularly challenging. While the UK secured a deal limiting the tariff rate to 10% for the first 100,000 British-made cars, the administrative complexity and the initial 25% tariff rate caused operational disruption and higher costs in the US market, forcing the company to limit its exports at one point in 2025.

 

Implications for Aston Martin Models & Luxury Buyers

Aston Martin’s shift is a move toward disciplined sustainability, but it carries tangible implications for the product experience:

• Model Refresh Timing: Buyers should anticipate potentially longer intervals between major platform overhauls or mid-cycle refreshes. The review of the product cycle plan aims to “optimise costs,” which often means stretching the lifecycle of existing models.
• Technology Rollout Focus: Future investments will be intensely focused. While key models like the Valhalla plug-in hybrid are entering production and expected to boost 2026 profitability, less essential or high-cost features, such as mass-market electrification or advanced, bespoke infotainment systems, may be prioritized only for the highest-margin models.
• Exclusivity vs. Momentum: On one hand, fewer new launches and special editions could inadvertently enhance the long-term scarcity and exclusivity of the models that do get launched. On the other hand, if product cycles slow significantly compared to rivals like Ferrari or Lamborghini, it risks diminishing brand momentum and perceived innovation.

 

Broader Context: Luxury Auto Industry Under Pressure

Aston Martin is not operating in a vacuum. The entire high-end automotive segment is adjusting to a perfect storm of macroeconomic challenges:

• Geopolitical Trade Tensions: New and evolving trade tariffs and import levies globally are complicating export logistics and driving up landed costs, especially for UK and European marques shipping to the US.
• China Market Slowdown: The crucial, high-growth Chinese market for ultra-luxury goods has noticeably cooled due to economic uncertainty and regulatory changes affecting high-net-worth individuals.
• Input Costs & Supply Chains: Persistent global supply chain vulnerabilities, including a recent cyber incident impacting rivals like Jaguar Land Rover, continue to present risks and maintain elevated input costs.

For today’s luxury-car buyer, this means the landscape requires more critical evaluation. Successful brands will be those that can adapt their cost structure intelligently while fiercely protecting the core product desirability that justifies their premium price tag.

 

What Should Luxury Buyers in India Consider Now?

For buyers in the Indian market, where brand prestige and future value retention are key considerations, awareness of Aston Martin’s strategic direction is vital:

1. Evaluate Brand Health (Holistically): Go beyond local sales figures. Assess the brand’s global positioning, the confirmed timeline for major new launches (like the ramp-up of Valhalla deliveries), and the leadership’s plan for navigating macro-risks.
2. Scrutinize Refresh Cycles: If you are considering a current-generation core model, research its last refresh date. Delayed refreshes can rapidly affect the model’s perceived modernity and subsequent resale value.
3. After-Sales Support: While cost-cutting is focused on development, ensure that regional investment in after-sales service, parts availability, and technical support remains robust in your area.
4. Negotiation & Timing: Current market volatility may present unique buying opportunities (favourable pricing or enhanced bespoke options). Approach the negotiation table informed about the brand’s strategic cost discipline and global challenges.

 

Final Take-Away

Aston Martin’s decision to reduce development spend and investment signals a necessary strategic shift: from an era of ambitious expansion to one focused on disciplined, profitable sustainability. For luxury-car buyers, the message is clear: long-term brand viability, the strength of the future product portfolio, and protected ownership value are just as important as the immediate thrill of the purchase.

In this shifting luxury landscape, choosing a car means betting on the brand’s resilience and its relevance for years to come.

Lexus is undergoing a strategic “rebirth” under President Takashi Watanabe, transitioning from a premium automaker to a “mobility lifestyle” innovator. The brand’s focus on full electrification (BEV), new mobility formats (beyond cars), and the separation of the ultra-luxury Century marque are key drivers.

This transformation aims to deliver a future of enriched luxury experiences, bespoke mobility, and next-generation, technologically advanced electric vehicles for the global luxury buyer, including the Indian luxury car market.

All major claims regarding the strategic direction, the role of President Watanabe, the Century separation, and the focus on BEVs were verified as accurate based on recent official announcements, especially those surrounding the Japan Mobility Show 2025 (JMS 2025).

• JMS 2025 Rebirth: Confirmed as the official platform for announcing the strategic shift.
• President Takashi Watanabe: Statements on shedding past constraints and exploring new mobility formats are directly quoted/paraphrased from his interviews/briefings at JMS 2025.
• Century as Separate Ultra-Luxury Brand: Confirmed. This move frees Lexus to focus on future, electrified, and diverse mobility solutions, as Century takes on the role of the ultra-traditional flagship.
• Electrification Strategy: Lexus is indeed shifting its focus to Battery Electric Vehicles (BEVs) and next-generation platforms, aiming for a global BEV-only lineup by 2035 (and 2030 in some regions like North America).

 

A Luxury Brand Re-Imagined: Discover the New Lexus Identity

At the recent Japan Mobility Show 2025, Lexus officially declared it is not simply evolving-it is being reborn. President Takashi Watanabe explicitly described this as a moment to shed past constraints: “If we continue to protect our old image and constraints, we will never expand or grow.” The brand is transforming its identity from a premium automaker to a comprehensive “mobility lifestyle” innovator.

Key Themes in this Rebirth:

• Unified Luxury Identity: Loosening the link between body-style (sedan/SUV) and luxury hierarchy, focusing on the customer experience first.
• Full-Electrification Strategy: Electrification that goes beyond mere compliance, instead driving emotional engagement and new vehicle value.
• Expansion of Mobility Formats: Exploring new experiences beyond traditional cars, including potential terrestrial (luxury MPVs, 6-wheelers), marine, and aerial applications.

 

Strategic Pillars – Delivering Future-Ready Luxury

Pillar	Insight	What It Means for Luxury Buyers
Electrification & Technology	Shifting emphasis from traditional hybrid systems to full Battery-Electric Vehicles (BEV), with a focus on creating new value (e.g., advanced drive systems, steer-by-wire).	Expect next-generation BEVs with high-range batteries (Toyota/Lexus solid-state batteries are planned), bespoke EV performance, and truly advanced digital integration.
Mobility Beyond the Car	Next-gen model architecture prioritizes ‘space and experience’ over conventional body-style classifications, as seen in concepts like the LF-ZL.	Luxury buyers may see sub-brands or new vehicle formats (e.g., ultra-luxury MPVs like the LM, micro-mobility, or bespoke high-end EV concepts).
Refined Luxury & Craftsmanship	Core DNA of Takumi Japanese craftsmanship and quiet refinement remains, but is now focused on the future. The separation of the ultra-luxury Century marque frees Lexus to innovate.	This means a refined crafts-and-technology blend-exclusivity, bespoke materials, and smart, subtle luxury, rather than overt flash.

Key Shifts: The New Brand Hierarchy

The formalization of the Century program as a separate ultra-luxury marque is perhaps the most significant structural change.

• Century: Now a standalone, ultra-luxury brand positioned above Lexus, focusing on traditional Japanese luxury, heritage, and chauffeur-driven experiences.
• Lexus: Now fully free to focus on innovation, performance, electrification, and next-generation mobility for the modern, discerning luxury buyer.

 

Implications for Luxury Car Buyers in India

For the premium buyer in India, these changes signal a distinct shift in the competitive landscape:

• Future-Ready BEVs: Lexus’s commitment to new EV platforms suggests upcoming models will rival European BEVs on technology and performance. Ownership quality and the delivery of a premium electric experience will be key differentiators.
• Bespoke Luxury Value: The luxury equation is moving beyond just badge and power; experience, customisation, and mobility format are becoming critical. Lexus is actively tailoring its products and experiences to this new paradigm.
• Brand and Resale Value: Repositioning toward radical innovation may significantly enhance Lexus’s appeal among high-net-worth individuals. However, the speed of model rollout, local-market specific support, and the charging infrastructure for these next-gen BEVs in India will remain crucial factors for early adopters.

 

Challenges & Watch-Points for the Lexus Rebirth

• Speed of Execution: Translating a clear strategy into quick, successful global product launches (new BEVs, new architectures) is the primary hurdle.
• Infrastructure & India Fit-out: The premium EV space in India still faces challenges around fast-charging, service network readiness, and localized battery support. Lexus must deliver an infrastructure solution worthy of its premium buyers.
• Brand Focus: As the brand broadens its scope (“land, sea, sky”), buyers must ensure their chosen model aligns with the core luxury-vehicle promise, avoiding any sense of a diluted “mobility service.”

 

Verdict: Lexus’s Next Chapter is Your Opportunity

Lexus’s “rebirth” offers a compelling proposition: a luxury brand that successfully blends quiet, reliable Japanese craftsmanship with radical, electric innovation. It’s an alternative to the dominant German marques, positioning itself with a fresh outlook and serious ambition for the future of mobility.

If your priorities include:

• Distinctive luxury with a strong craft-and-tech identity.
• Electric mobility with premium execution (not compromise).
• Ownership that reflects a forward-looking lifestyle and exclusivity.

…then Lexus’s upcoming next-generation models deserve your attention.
Connect with the Motozite Team to evaluate the upcoming Lexus model line-up, assess how their strategy plays out in India and find the one that fits your luxury-car vision and future-proof ownership.