Renting A Mercedes Or BMW Providing A Touch Of Regality To Indian Weddings

Like elsewhere in the country, big fat marriage season is in full swing in Delhi-NCR. What is noteworthy in this year’s wedding season is that five-star farm houses and hotels are the overwhelming presence of sleek Mercedes cars, especially in the parking lot. Some of them are adorned like brides. Three or four of these luxury vehicles arrive daily, rented by grooms' families for a specific purpose.

The fanfare marks the regal arrival of groom. He sits in the Mercedes as the wedding procession dances its way towards the venue. From inside the car, the groom enjoys the spectacle, basking in the rhythm of the drums. Upon arrival, the groom steps out of the car with an air of royalty. The gleaming car is then parked, ready to be re-decorated with flowers and balloons, filling the air with sweet fragrance.

The Mercedes, after fulfilling its role, departs for its next grand journey, guarded by a driver and a couple of attendants.

Of course, hiring these prized vehicles comes at a price. A Mercedes or BMW is all yours for a 12-hour rental or a 100km drive for Rs. 25,000. If you are willing to splurge, a Mercedes S-Class can be rented for a cool Rs. 55,000 for the same duration or distance.

According to Amritpal Singh Mann, chairman of Mann Travel Agency, a company specializing in renting luxury cars and buses, the demand for these vehicles skyrockets during the wedding season.

“In November we have had bookings in excess of two dozen cars and more negotiations in progress. This trend, though not new, has gained momentum in recent years,” he pointed out.

Mann Travel Agency has previously catered to high-profile events like the G20 summit and Mukesh Ambani's family wedding, supplying dozens of luxury cars and buses. It was among the few companies hired by Ministry of External Affairs (MEA) to provide brands like Mercedes, BMW, Audi, Toyota and Lexus, among others, during the G20 summit. G20 guests, except for heads of states, were provided Mercedes GLS, Mercedes S Class, Mercedes E Class, and Maybach along with trained drivers by Mann’s company.

Pandit J.P. Sharma 'Trika', a renowned vastu and astrology expert, who attends 15-20 weddings a season, reveals that Mercedes cars are not just for grooms.

Many guests arrive in these opulent vehicles, indicating a booming economy for a select few in Delhi.

“Things are different in Mumbai as the people there do not believe in such fancy showing. They don't hire sleek cars on rent and the groom does not arrive in a Benz or BMW,” says Trika.

A similar sight unfolds at the Fun & Food Village in South- West Delhi, another venue popular for leisure and wedding celebrations. Here too the parking lot always sees some luxurious cars adorned for the special occasion.

The groom arrives in his chosen chariot and later drives away with his newlywed bride.

Santokh Chawla points out, “We rent out our space for weddings. I also see the groom coming to the wedding venue in big and lovely cars. Yes, Merc is their preferred choice.”

However, rental companies are clear about their terms. They emphasize that no damage is allowed to the cars, which often face the brunt of overzealous guests, with some even attempting to dance on the vehicle’s roof. It is understood that damages that are incurred have to be compensated by the renter.

Meanwhile, luxury car sales are on the rise. Aided by growing class of high disposable income consumers, India’s top two players in this segment registered their best-ever first-half-year sales in the calendar year 2024. Mercedes-Benz recently announced that it retailed a record 9262 units between January and June, registering a nine per cent YoY growth. Its SUV segment continued to top customer preference with a 55 per cent penetration to overall sales. It also witnessed robust demand for its top-end vehicle portfolio with Maybach range growing the highest at a whopping 108 per cent in H1 2024.

BMW had recently reported a strong performance in the first half of 2024. BMW Group India delivered 7,098 cars (BMW and MINI), up 21 per cent year-on-year, and 3,614 motorcycles (BMW Motorrad). Overall, BMW sold 6,734 units and MINI 364 units.

“BMW Group India has been making great strides this year while implementing its strategy by achieving new heights in business performance and customer delight. The strong affinity for our vehicles is driven by our competitive edge in exclusive mobility paired with unmistakable driving pleasure and best-in-class innovations,” informs an official of BMW.

Audi retailed 1,431 vehicles in this year’s second quarter (Q2) that ended in June. IT marks a 37 per cent growth over the preceding three months.

In a related development, smaller cities such as Surat and Ludhiana have broken into the ranks of the top 10 markets for luxury cars in India in the past decade as economic expansion spawns an emerging class of young, successful entrepreneurs who aspire to showcase their growing wealth. Mumbai and Delhi retained their places as the top markets for brands such as Mercedes-Benz, BMW and Audi although their share has declined in the overall pie, according to senior executives in car companies.

Clearly, one section of the Indian society is earning well and they want to splurge too on weddings and other happy occasions.

Naturally, the likes of Amrit Mann and Santokh Chawla are relishing at this prospect.

(The author is Delhi-based senior journalist and writer. He is author of Gandhi's Delhi which has brought to the forth many hidden facts about Mahatma Gandhi)