To tap into the growing love of Indians for luxury products and experiences, auto companies are setting up all-new exclusive retail formats. All this even when the mainstream car market remains cautious, and generally sluggish even as demand picked up during the festive period.

The premiumisation drive is being rolled out right from the mass players such as Maruti and Tata Motors, to mid-scale brands such as Hyundai and JSW MG Motor, and even luxury companies such as Mercedes-Benz that has created a separate, curated experience for its AMG line of super cars.

Two-wheeler maker Hero Moto has gone in for a special 'premia' range for its powerful bikes and also for those that are developed along with partner Harley-Davidson. On the other hand, Royal Enfield has also enhanced experience at its outlets, which are now positioned more as "lifestyle destinations" with a separate line of accessories and merchandise, which include high-quality biking gear and clothing.

Toyota has also opened separate 'guest experience centres' (GECs) for retailing its luxury brand Lexus. The GECs have come up across select cities, including Delhi, Bengaluru and Mumbai.

Hyundai has been working on a similar strategy for its soon-to-launch luxury brand Genesis.

But why would a luxury player require a more sophisticated retail experience? Santosh Iyer, MD & CEO of Mercedes India, says that the company wants to offer "immersive brand experiences" through specialised trained personnel who provide individual consultations.

While Maruti was among the first to set up Nexa outlets for its 'premium' set of cars, others are joining the bandwagon now. JSW MG Motors is setting up 'MG Select', which will house its 'accessible luxury' cars.