*Empanelled Faculty, Department of Commerce, University of Delhi
**Student MBA Programme, Bharati Vidyapeeth Institute of Management and Research, New Delhi
***B. Tech Student, Maharaja Surajmal Institute of Technology, New Delhi
Online published on 29 April, 2016.
From the past few decades, India has been offering the top-notch luxury sports car makers a huge market. There has been a significant growth of about 25% in the premium automobile segment over these years. In the light of this growth, automobile giants such as Automobili Lamborghini SpA, Audi, Bentley, Porsche and Mercedes to name a few have started devising their marketing strategies to boom their sales in the Indian Market. Despite the tax challenges posed by the market, the focus has been growing to reach out the masses in the Indian super luxury sports car buyers segment. The case stresses upon the challenges faced by these automobile giants (Automobili Lamborghini SpA and Mercedes in particular) and their counter marketing strategies. The Star Agility strategy used by Mercedes Benz is also being talked about.
Indian Market, Sports Luxury Car Manufacturers, Automobili Lamborghini SpA, Mercedes and Marketing Strategies, Star Agility, Tax and Duties
