Luxury car sales grow big in Kerala despite small population, says BMW honcho

Hardeep Singh Brar, President and CEO, BMW Group, India

Luxury car market in Kerala has grown 10 per cent year-on-year in 2025, which is noteworthy given the state’s relatively smaller population, says Hardeep Singh Brar, President and CEO, BMW Group India.

Sales trends underscore strength and maturity of the state’s luxury market, he told businessline here. BMW Group has a presence here since 2008 with touch-points in Kochi; Thiruvananthapuram; and Kozhikode. It has since built enduring customer relationships and capitalised on evolving luxury aspirations.

Growth engine

Kerala is viewed not merely as a tactical market but as a long-term growth engine, driven by a discerning customer base and a progressive outlook that aligns well with BMW’s core values of innovation, premium quality and sustainable mobility, Brar said.

Pivotal factors

Demand for EVs has increased significantly and BMW holds a 53 per cent market share in the luxury EV space here. EV growth in the state has surged by 167 per cent in the last year. Technology adoption and electrification are pivotal factors shaping the luxury car market, reflecting the state’s progressive mindset and growing environmental awareness. Bur EV adoption rate has yet to surpass national average, partly due to challenges such as higher taxation.

Luxury mobility

BMW remains steadfast in supporting Kerala’s transition to sustainable luxury mobility. “We continue to expand our electric vehicle portfolio, offering a balanced mix of traditional internal combustion engines alongside a rapidly growing range of fully electric models,” Brar pointed out. BMW is building a seamless ownership experience by facilitating access to a network of charging infrastructure across key destinations including Kochi; Munnar; and Thekkady.

Customer profile

The core customer base predominantly comprises young (30-49 years) and family-oriented buyers as well as adventure seekers - including professionals; entrepreneurs; healthcare workers; and global returnees. This customer profile reflects high education levels; global exposure; and strong premium brand awareness. Kochi and Thiruvananthapuram are emerging as premium lifestyle and consumption hubs.

Ideal ecosystem

An affluent and discerning demographic is increasingly gravitating towards top-end flagship models such as BMW 7 Series and the all-electric i7. Cultural affinity for sports such as cricket; tennis; and Formula 1, along with an inclination towards adventure and lifestyle experiences has created an ideal ecosystem for diverse luxury portfolio across BMW, MINI, and BMW Motorrad.

Consultative process

Brar observed deep understanding of luxury brands, technology, and sustainability has resulted in a more consultative and personalised sales process in the state. Affinity for community-driven brand initiatives indicates a cultural engagement that blends lifestyle with brand loyalty. This fosters a strong emotional connection and repeat engagement that is less transactional and more experiential compared to other markets.

Published on February 12, 2026