Once considered a luxury feature, currently more than one out of every four cars sold in the local market is equipped with a sunroof, up from just about 7% five years ago. In models where the feature is available, sales are even higher at 55%. Be it premium hatchbacks, sedans or fast-moving sport-utility vehicles, demand for sunroofs is on the rise in a predominantly tropical country.
“We are still putting our heads around this attraction for sunroofs. India is a hot country for most part of the year, why would you demand a sunroof,” an executive at an automobile company said, asking not to be named. “People are still buying it because it gives a sense of driving a premium car,” the executive said.
When Korean automaker Hyundai opened bookings for the all-new Creta earlier this month, it registered more than 70% of the demand from variants with sunroofs. Ditto, Maruti Suzuki Grand Vitara, Hyundai Verna and Tata Altroz – which are reporting 40-95% of their sales coming from trims equipped with the feature.
In India, where consumers are notorious for being extremely cost conscious, research conducted by leading carmakers have shown buyers are willing to pay ₹50,000-60,000 for a feature which has limited usage with most parts of the country facing extreme summers.
Several senior executives ET spoke to said this dramatic shift away from pure functional features while buying new cars reflects a rise in aspiration levels among the growing population of young buyers.”The sunroofs’ popularity is a little unexpected as this feature has only a limited functionality in a mostly hot and sunny country like India. But probably more than functionality, this feature is seen as ‘good to have’ which is in line with the wider trend for feature rich vehicles,” said Shashank Srivastava, senior executive officer (marketing and sales) at the country’s top carmaker Maruti Suzuki. He added that with car buyers getting younger, affluent and more aspirational, this trend is likely to continue in the foreseeable future.Variants with sunroofs currently comprise 77% of sales of mid-size sedans, 100% of premium sedans, 52% of compact SUVs, 65% of mid-size SUVs and 23% of MPVs.
As much as 65% of the Indian population is aged less than 35 years. More than half of the country’s 1.4 billion people are active internet users. Both these factors together have been tilting consumers towards more premium feature-rich products, industry watchers said.
Kunal Behl, Vice President (Marketing & Sales) at Honda Cars India, agreed. “The preference for these higher variants which we notice as a continuing trend across our model line-up is influenced by a more aspirational and youthful demographic where buyers now prioritise a blend of style, premium quality, and functionality.” More than 60% of sales of Honda City and 87% of sales of SUV Elevate come from trims with sunroofs.
For Hyundai Motor India, the country’s second-largest carmaker, as much as 82.3% of sales of its micro-SUV Exter is for variants equipped with a sunroof, said Tarun Garg, chief operating officer.
“Vehicle prices have increased. But the average age of our buyers has come down by five years to 38 (from 43) in the last five years. Consumers today want everything – connected features, advanced tech, safety – and are willing to pay more for them,” he said.
Gaurav Vangaal, associate director (light vehicle production forecast, Indian sub-continent), S&P, Global Mobility said, in India, sunroofs and moonroofs are seen as trending concepts by consumers rather than being bought for their practicality. The addition of a sunroof, and thereon additional weight at the top of a vehicle, stand to affect handling and structural rigidity.
But there is still an increased inclination towards the feature as people generally view it as a top-notch feature in a car, he said.
“This is somewhat true as carmakers usually offer sunroofs or moonroofs in their top variants only. The sunroof penetration should improve in the Indian markets as Indian consumers’ appetite to buy the latest technologies increases,” said Vangaal.
Sunroof-fitted variants currently contribute 40% of sales for Tata Motors’ five highest-selling car models – Punch, Nexon, Harrier, Safari and Altroz. “The sunroof is amongst the most desirable features that customers demand. While the preference for sunroof varies from model to model, its demand in our top SUVs – Safari and Harrier – is already above 90%. Going forward, we expect this trend to grow in other vehicle segments,” said a spokesperson at Tata Motors.