Lamborghini Aventador LP 700-4 Price: Rs 4 crore (approx)

It looks like a million bucks and is an auto lover’s dream. It hits 100kmph in 2.5 seconds and you can speed it up to 400kph in just about 40 seconds flat. Yes, we’re talking about the Bugatti Veyron 16.4 Grand Sport.

This incredibly mean machine is now available in India — at a jaw-dropping figure of Rs 16 crore. When launched it was the most expensive car to have hit Indian roads but it has been upstaged by the Aston Martin One-77, which stormed the charts last month with its above- Rs 20 crore-price tag. The British marque also unfurled its breathtaking range of cars, which will soon include the new V8 Vantage S and Virage.

Aston Martin Vantage Roadster Rs 1.45 crore (approx.)

“India as a country loves cars”, says Hormazd Sorabjee, editor of Autocar India magazine. Sorabjee co-founded India’s only Super Car Club (SCC) with Gautam Singhania, chairman and managing director, Raymond in 2009 (he’s also the chairman of the SCC). An indicator of the country’s intensifying love affair with luxury cars is that the club’s membership has quadrupled in the last two years.

“India is still a virgin market that is now slowly being tapped,” says Satya Bagla, managing director of Delhi-based Exclusive Motors, which is the official dealer for prestigious brands like Bentley and Lamborghini.

Shift gears to Italian carmaker Maserati, which launched the GranTurismo coupé, the GranCabrio convertible and its flagship Quattroporte sports saloon in India in April, in collaboration with the Shreyans Group. And less than two weeks back, the new Rolls-Royce Ghost made a scintillating world debut in Shanghai. It will be available in India from this year-end through its dedicated dealerships in Mumbai and Delhi.

The top end of the Indian luxury car segment is now a battlefield with the world’s most exotic cars coming to the country. That means luxury is no longer synonymous only with Mercs, Audis, BMWs and the occasional Porsche. Rich Indians can now pick from Bentleys, Aston Martins, Ferraris, Lamborghinis and Koenigseggs. It goes without saying that they’ll be burning a serious hole in their pocket. These cars are tagged at prices that begin from a relatively modest Rs 70 lakh and go on to about Rs 7 crore (the Veyron and One-77 being exceptions). You can order customised versions of these cars — including a huge variety of luxury trimmings.

Mercedes SLS AMG Rs 2 crore (approx.)

So the Veyron sports a reversing camera with 2.7-inch monitor integrated in the rear-view mirror and the One-77 offers suspension settings tweaked as per the buyer’s wants — whether it’s used to speed or for long out-of-city drives. The Koenigsegg Agera claims to have the lightest engine in its class at 197kg — which is obviously reflected in its performance. And the Mercedes SLS AMG comes with gull wing doors and customisation options via the AMG Performance Studio.

Meanwhile the new Bentley Continental GT coupé comes with new touch screen technology that combines touch screen controls and classic knurled rotary switches for instant usability. In case of the new Aventador, Lamborghini promises absolute handling precision, high-tech features like a TFT cockpit display and of course, doors that open upwards — a sweet touch.

The emerging luxury market in India has been the prime reason behind this scramble for leverage between world-class auto brands. “Today, India is on course to becoming the largest luxury car market in the world,” says Nigel Harwood, CEO and president, The ESTD (formerly InterGlobe General Aviation).

Gautam Singhania with his Ferrari 458 Italia

The last few months have seen a spate of cars being launched here. Audi launched the all-new A8 L sedan, R8 V10 sports car and the R8 Spyder convertible, Exclusive Motors revealed the new Bentley Continental GT and The ESTD launched super cars like the Swedish Koenigsegg Agera and Agera R.

Meanhwile, Mercedes-Benz is enjoying an impressive first quarter with a 67 per cent growth of sales over the corresponding period last year. The German auto giant re-launched the ultra-luxurious Maybach 57S and 62 and the globally acclaimed off-roader, the G 55 AMG this February, following the debut of the SLS AMG last year.

Says Peter Honegg, managing director & CEO, Mercedes-Benz India (MBIL): “Indian customers have come of age as they lead global lifestyles and drive cars that reflect their aspirations. With the brand growing by 81 per cent since last year, it’s obvious that we have found an appreciative audience”.

And make no mistake. These automakers aren’t only reaching out to middle-aged businessmen with wads of cash to spend. They’re proactively reaching out to Young India — a generation that wants to live life king-size. Says Michael Perschke, head, Audi India: “Since the launch of Audi India, we’ve observed an emergence of New Age entrepreneurs who’re taking business to the next level and want to make a statement about their individuality.”

Koenigsegg Agera Rs 6.5 crore (approx.)

Agrees Stephan Winkelmann, president and CEO, Automobili Lamborghini: “Our Indian clients recognise that a Lamborghini is a luxury purchase — a dream that is a reward for success.” The Italian marque has just launched the sexy Aventador LP 700-4, tagged close to Rs 4 crore in India. It’ll be available here from late summer, through Exclusive Motors.

With the number of super cars increasing in India, Singhania’s Parx Super Car Show series, which first ran in 2009, has been a great success. The automobile enthusiast, who owns a gorgeous Ferrari 458 Italia in sunny yellow, says: “There’s a growing drive amongst luxury car owners to participate in similar format shows.”

Bugatti Veyron 16.4 Grand Sport Rs 16 crore (approx.)

Adds Sorabjee: “The SCC’s aim is to bring like-minded car enthusiasts together so that they can enjoy their cars and also discuss practical issues with fellow aficionados.” He attributes the massive growth of this segment to the serious rise in income levels in India. Moreover, he says, “Now that the premium automobile brands are officially available in India, they come with warranties, after-sales facilities and depreciation terms”. In fact, Aston Martin has even opened an after-sales facility in Worli.

Clearly, it’s all about splashing money in the right places. MBIL also plans to set up wider networks to address market needs from smaller Indian cities. And bad roads and import duties aren’t deterring potential buyers from laying their hands on these beauties. Ferrari, for example, will launch the California, the 458 Italia and the FF in partnership with Shreyans.

For actor Arjan Bajwa, who owns a Porsche Boxster and who joined the SCC earlier this year, bad roads are a concern. “It’s a pity that there isn’t even a 1-km stretch in a city like Mumbai where you can really drive without fearing potholes”, he says. He drives his Boxster around late at night or when he’s on road trips out of the city.

New Rolls-Royce Ghost Expected to cost around or above Rs 3.5 crore

Lalit Choudary, director of Performance Cars, believes that it’s time to graduate to the next segment of custom-built cars. “Aston’s styling appeals to all age groups and the functionality of the brand’s cars allows for frequent usage — which work to make the car suitable for India,” he says.

Since the showroom opened its doors, Aston Martin (in collaboration with Performance Cars) has booked 20 cars. The models are priced upwards of Rs 1.35 crore. But the feather in its cap is the two-door One-77. Only about seven remain to be booked.

Meanwhile, BMW delivered 1,027 units in March, becoming the first luxury car manufacturer to cross the 1,000-sales mark in a month. Says Dr Andreas Schaaf, president, BMW India: “There were always rich people in India, so luxury attaining an all-new level here can be attributed to a change in consumer behaviour.” The carmaker is looking to sell about 10,000 units in 2011, including hefty sales of its latest showstealer, the 6-series convertible, launched in March.

But while BMW is going great guns, the others too are racing ahead. So Bentley recently opened an office in Mumbai and Audi is preparing to launch the A7 and A6 sedans in India, alongside inaugurating a showroom in Ludhiana. Lamborghini is evaluating options for a second dealership in Mumbai and The ESTD is planning its first showroom in Delhi in 2012.

Audi R8 spyder Rs 1.47 crore (approx.)

Porsche has gone a step forward and introduced Porsche Assistance, a 24x7x365 day helpline last year. Says Ashish Chordia, director, Precision Cars India (the official Indian importer): “Porsche Assistance can arrange for roadside assistance, vehicle towing as well as hotel stays, a replacement car or even flight tickets back to the customer’s home town”. The brand is looking to open showrooms in Chandigarh, Ahmedabad, Kochi and Bangalore soon.

Mercedes-Benz, well-known for its long-standing association with Berlin, Miami and New York fashion weeks, offers a stylish experience as it retails products designed by Manish Arora. Moreover, the brand plans to be involved with the India’s debut F1 races later this year.

So if you have the moolah, just go ahead and flaunt it. It’s time to drive around in style.