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Our read
JLR India is likely to deepen its bespoke offering as luxury rivals chase personalisation revenue.
For operators
With 75% of Mercedes-Maybach cars carrying MANUFAKTUR personalisation and more than 10% of Range Rover clients personalising, luxury dealers should treat bespoke studios, configurator tools and option-driven selling as core to the sale rather than an add-on.
Watch
Range Rover personalisation share above the 10% reported, in the full-year 2026 sales update, would mean bespoke is broadening and gives JLR India pricing room over rivals.
The report: Luxury carmakers tap India's bespoke boom as JLR says personalisation demand has more than doubled in two years
Luxury carmakers in India report rising demand for bespoke vehicles, with luxury passenger vehicle sales at around 38,000 units in January-September 2026. More than 10 per cent of Range Rover clients personalise, and JLR says demand has more than doubled in two years.
- Mercedes-Maybach vehicles with MANUFAKTUR
- 75 per cent
- Range Rover clients opting for personalisation
- more than 10 per cent
- Audi top-end customisation spend
- ₹50-70 lakh
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Reported figures
From the report. Source details below
| Mercedes-Benz India sales, Jan-Sep 2026: | 15,190 vehicles |
|---|---|
| Mercedes-Maybach vehicles with MANUFAKTUR personalisation: | 75 per cent |
| Mercedes-Benz top-end segment sales growth: | 13 per cent |
| Range Rover SV Ranthambore Edition price: | ₹4.98 crore |
| Java Green paint cost on Audi RS Q8: | ₹12.29 lakh |
| Audi top-end customisation spend: | ₹50-70 lakh |
Why it matters for the brand
As personalisation moves from niche to expected in a market where Mercedes-Benz India alone sold 15,190 vehicles, bespoke capability in areas such as paint, trim and interiors becomes a plausible target for partnerships or tie-ups with luxury brands and their dealer groups.
What to track next
- Luxury passenger vehicle sales against the roughly 38,000 units of January-September 2026
- Mercedes-Benz India extending MANUFAKTUR options to non-Maybach models
- New personalisation studios or bespoke programmes announced by Audi or BMW in India
- Average delivery waits on personalised cars reported by luxury dealers
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- JLR India is likely to widen its personalisation menu and promote it more heavily to Range Rover buyers.
- Mercedes-Benz India, which sold 15,190 vehicles, is likely to push MANUFAKTUR beyond Maybach into more models.
- Audi India may market its top-end customisation, which runs ₹50-70 lakh, more actively to high-net-worth buyers.
- Luxury dealers are likely to add dedicated personalisation studios and client-consultation roles.
- Premium buyers will more likely than not accept longer delivery waits for made-to-order cars.
The source
Filed
First seen