Opinion: Luxury vans are finally gaining traction in India

Like the fictional literary figure Rip Van Winkle, is the premium van in a deep slumber? Looking back, it would seem that way, as attempts at marketing one have so far failed. Maruti tried with the Versa, but their ‘two luxury cars in one’ proposition failed to convince buyers. Nissan brought in the Evalia but that didn’t strike the right chords. We even had the Mercedes MB100 and the V-Class, which, despite the coveted three-pointed star on the nose, didn’t see buyers clamouring aboard.

So the segment was pretty much asleep. But that’s all changing now, and the luxury van is making quite the comeback. The Toyota Vellfire, a van priced well over the Rs 1 crore mark, sells about a 100 units every month. In September, Lexus announced that it was temporarily halting bookings for its version of the van – the LM 350h – due to bookings exceeding allocations. Although the numbers were only around the 100 mark, they are still impressive for a van that breaches the Rs 2 crore price marker.

The previous Kia Carnival also did well for a newcomer brand that was yet to fully establish itself. With a price of around Rs 30 lakh, selling 3,550 units in 2022 – its last full year of sales – was impressive. So much so that Kia has now brought in the new generation model, which it also locally assembles. And despite taking up the asking price to over Rs 60 lakh, the company says it has received nearly 3,000 bookings at launch itself and cancellations in only double digits. The Innova Hycross, with prices ranging between Rs 20 lakh and Rs 30 lakh, has clocked over 50,000 units, and while some are doing taxi duty, many are with private buyers – Toyota hasn’t shared the breakup though. MG, too, will be bringing the electric Mifa 9 van that it showcased at the 2023 Auto Expo.

Clearly, customers today want to stretch out in luxury and aren’t averse to a van. For a market that regarded only a 3-box sedan as a proper ‘car’, paying premium money for a van is quite the shift. It’s a sign of a maturing market, with customers now focused on their own wants and desires rather than on social constructs. It’s also a sign of increasing chaos on our roads, and vans offer a perfect oasis of comfort. The acres of space inside allow for ottoman seats with plenty of legroom, and there’s all sorts of flexibility possible, too. The high roof lends a nice airy feel, and it’s easy fitting large entertainment screens for rear occupants. Rather than climb aboard or have to bend down into, with a van, you can literally walk right in. And even if you aren’t driving, a high seat is a welcome spot to be perched in.

Interestingly, this interest in luxury vans isn’t limited to India. Markets all over Asia are also reporting an increased uptake in vans, perhaps, due to the similar conditions many Asian countries share. Like Rip Van Winkle then, the luxury van looks set to awaken from a long slumber.

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