Feature democratisation gains pace in Indian car market as base variants get richer

The Tata Sierra (left) and Mahindra XUV 7XO (right) get feature-loaded entry-level variants.

• Base variants of new cars in India now offer advanced tech and safety features.
• Mahindra XUV 7XO, Tata Sierra, Kia Seltos offer feature-rich entry trims.
• New cars now come standard with six airbags and electronic stability control.

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The carmakers in India are increasingly loading base variants of their new passenger vehicles (PVs) with features that were earlier limited to mid and higher trims, as part of a broader push to democratise technology, safety and comfort while expanding their addressable customer base.

Recent launches such as the Mahindra XUV 7XO, Tata Sierra, Kia Seltos, Hyundai Venue and Maruti Suzuki Victoris (all being SUVs across different sizes) highlight a wider industry shift. Entry trims are no longer positioned as barebones offerings.

Touchscreen infotainment systems, digital instrument clusters, connected technology, convenience features and expanded safety packages are now appearing even at starting price points. This marks a change in how automakers design and position base variants, from stripped-down entry models to value-led offerings aimed at widening customer access and improving brand consideration.

For reference, the XUV 7XO premium three-row SUV starts at Rs 13.66 lakh, the Sierra mid-size SUV at Rs 11.49 lakh, the Seltos mid-size SUV at Rs 10.99 lakh, the Venue compact SUV at Rs 8 lakh and the Victoris mid-size SUV at Rs 10.50 lakh. All the prices are ex-showroom.

Mahindra & Mahindra said its strategy focusses on expanding access to technology and safety rather than restricting features to higher trims.

"Mahindra has consistently worked towards democratising technology rather than confining it to top trims. A perfect example is our latest launch, the XUV 7XO, which exemplifies this commitment by offering advanced features starting from the base variant," the company's Automotive Division CEO Nalinikanth Gollagunta told Moneycontrol.

The Mahindra XUV 7XO's base variant, AX, includes coast-to-coast 12.3-inch triple HD screens, Adrenox connected-car tech, wireless Android Auto and Apple CarPlay, Alexa built-in with ChatGPT, cruise control, push-button start/stop, and 75 safety features.

The maker of popular SUVs like the Bolero, XUV 3XO, Thar and Scorpio N noted that customer feedback has shaped this direction.

"This approach is shaped by feedback from nearly 3,00,000 customers, where technology and safety have consistently emerged as non-negotiables. The 'X for All' strategy is already resonating, with many buyers upgrading from hatchbacks and compact SUVs to a premium, three-row proposition and strong post-GST value," Gollagunta said.

According to Tata Motors Passenger Vehicles (TMPV), evolving customer preferences and usage patterns are influencing feature distribution across variants.

"At TMPV, we focus on democratising design, technology and safety across segments. Customer tastes have been evolving rapidly over time. They are looking for higher-level experiences such as uncompromised safety, smart technology and strong value without stretching their budgets much. This is why all our offerings, starting from the base variant, are designed to deliver a well-rounded and aspirational ownership experience," said Vivek Srivatsa, Chief Commercial Officer, Tata Passenger Electric Mobility.

TMPV, which offers some of the largest-selling cars in India, including the Nexon compact SUV and the Punch micro SUV, said customers are placing higher value on comfort, technology and functionality as in-car time increases.

The Tata Sierra comes with features like LED projector headlamps, LED DRLs, connected LED taillamps, four-disc brakes, flush door handles, 17-inch wheels, keyless entry with push-button start, tilt and telescopic steering wheel, rear AC vents and rear sunshades, in its entry-level Smart+ variant.

"Furthermore, car usage is also evolving. With people spending more time in their cars, customers are giving higher preference to comfort, functionality and technology features. In this respect, the Sierra offers a strong balance of size, performance and features, making it an aspirational upgrade option for customers across segments," Srivatsa noted.

Kia India said its variant strategy is built around ensuring entry-level customers receive strong value in terms of features, safety and technology, while higher trims cater to buyers seeking more advanced and premium capabilities. According to the company, this approach allows it to address diverse customer needs across body styles, price points and usage patterns, and is reflected in the new-generation Seltos line-up.

Buyers get features like LED headlamps, DRLs and taillamps, 10.25-inch HD touchscreen, wireless Android Auto and Apple CarPlay, six speakers, steering-mounted audio controls, rear view camera and cruise control, in the entry-level variant, HTE, of the new Kia Seltos.

"At Kia India, our approach to variant strategy is driven by the belief that every customer, irrespective of the variant they choose, should experience meaningful value," a company spokesperson said.

Even in terms of safety equipment, all the new cars being launched in India have six airbags and electronic stability control as standard now. Some cars also have an electronic parking brake with auto hold, downhill brake control and tyre pressure monitoring system (TPMS) as standard, enhancing the safety quotient.

Although Maruti Suzuki India and Hyundai Motor India did not respond to queries for this story, their recent launches reflect the broader industry trend.

As per S&P Global Mobility Light Vehicle Production Forecasting Associate Director Gaurav Vangaal, feature-rich base variants play a strategic role in attracting buyer interest and shaping purchase consideration.

"Indian buyers are highly value-conscious, so carmakers load base variants with features to attract footfall. But these entry trims often face longer waiting periods, discouraging buyers and prompting a shift to higher versions. Ultimately, base pricing is more of a hook, with the real play shaped by carmaker strategy and product margins."