India’s luxury car market is no longer limited to a small circle of traditional buyers, and the pre-owned luxury segment is now driving much of that change. In this exclusive interview, Avneet Singh Kohli, popularly known as Sunny, Founder of Autobest Emperio, talks about how customer behaviour has evolved since he started the company in 2010. From building trust in an industry once clouded by doubts to achieving nearly ₹216 crore in annual revenue, Kohli shares the journey behind the brand’s growth. He explains why younger buyers, Tier-2 and Tier-3 cities, digital tools and affordability are reshaping India’s luxury automobile ecosystem. The conversation also touches on the growing demand for luxury SUVs, the future of pre-owned electric luxury cars, and why emotional deliveries still remain the most rewarding part of the business.
1. India’s luxury car market is evolving rapidly. What changes have you personally witnessed in buyer behaviour since starting Autobest Emperio in 2010, and how different is today’s customer compared to a decade ago?
When we started in 2010, buying a pre-owned luxury car was often viewed as a compromise, and many customers preferred to keep such purchases private. The typical buyer was usually an established business owner. Today, the landscape has changed dramatically. Buyers are younger, more informed, and financially savvy. They view pre-owned luxury cars as a smart investment rather than a second choice, allowing them to access premium brands while avoiding the steep depreciation associated with new vehicles. There is also a sense of pride in making a well-informed purchase.
2. Autobest Emperio has built a business worth nearly ₹216 crore in annual revenue. What were the biggest challenges in building trust in the pre-owned luxury car industry?
The biggest challenge was overcoming the negative perception associated with the used-car industry. For years, customers were wary of issues such as tampered odometers, hidden accident histories, and lack of transparency. From day one, we focused on building credibility through rigorous quality checks, verified vehicle histories, and a strict policy against accidental or manipulated vehicles. Trust cannot be built overnight, but consistent transparency helped us establish long-term credibility in the market.
3. Nearly 80% of your customers are repeat buyers. What do you think keeps customers coming back?
Our philosophy has always been to build relationships rather than simply complete transactions. We stay connected with customers long after the sale, assisting them with upgrades, buybacks, and after-sales support. By ensuring transparency, fair pricing, and a seamless ownership experience, we create confidence and convenience, which naturally leads customers to return when they are ready for their next vehicle.
4. Luxury car demand is now rising strongly from Tier-2 and Tier-3 cities. What is driving this aspiration, and which regions are showing the strongest growth?
The rise of digital platforms has played a major role in making luxury automobiles more accessible and aspirational. Through social media and content platforms, people across the country can engage with luxury brands and lifestyles like never before. At the same time, growing entrepreneurship, rising disposable incomes, and improved infrastructure have fueled demand. We are witnessing particularly strong growth from regions such as Chhattisgarh, Madhya Pradesh, and parts of Maharashtra.
5. What are the biggest myths around owning a pre-owned luxury vehicle that you would like Indian consumers to stop believing?
One of the biggest misconceptions is that pre-owned luxury vehicles inevitably lead to excessive maintenance costs and frequent breakdowns. In reality, a properly maintained luxury vehicle with a verified service history can offer years of reliable ownership. Most concerns arise from poorly maintained cars purchased from unverified sources. The key is buying from a trusted and transparent seller.
6. How important has affordability become in expanding the luxury car ecosystem in India?
Affordability has been one of the most significant drivers of growth in the luxury car segment. Many customers today have budgets ranging from ₹30–50 lakh and are evaluating premium variants of mass-market vehicles. When they realize they can own a well-maintained Mercedes-Benz, BMW, or Audi within the same budget, the value proposition becomes extremely compelling. This affordability is bringing a new generation of buyers into the luxury automobile ecosystem.
7. How is Autobest Emperio using digital tools and verification processes to create a trustworthy buying experience?
Technology has always been central to our business strategy. Beyond maintaining a strong digital presence, we leverage advanced verification systems, digital history checks, automated alerts, and AI-driven inventory and lead management tools. We also provide detailed 360-degree vehicle walkthroughs and transparent documentation, ensuring customers enjoy the same confidence whether they are purchasing online or visiting our showroom.
8. Do you believe pre-owned electric luxury cars could become the next big growth opportunity, or are buyers still attached to the V8 engine?
Electric luxury vehicles are undoubtedly gaining traction, particularly among customers seeking a practical and technology-driven option for daily city use. However, there remains a strong emotional connection to internal combustion engines, especially in the performance luxury segment. The driving experience, engine note, and emotional appeal of a V8 or high-performance petrol engine continue to resonate strongly with Indian enthusiasts. In the near term, we expect both segments to coexist and grow.
9. The luxury automotive space is shifting from ownership to experience. How are customer expectations changing today?
Customers today are looking beyond the vehicle itself and focusing on the overall ownership experience. Personalization, comfort, lifestyle enhancement, and attention to detail have become increasingly important. This evolving mindset is one of the reasons we are expanding into premium automotive accessories, helping customers create a more refined and personalized in-cabin experience that complements the luxury vehicles they own.
10. What is your long-term vision for the brand with the upcoming expansions?
Our immediate focus is on expanding our presence in Gurugram while ensuring that our systems, processes, and customer support infrastructure scale effectively. In the long term, we aim to elevate the pre-owned luxury car sector to the same level of professionalism, trust, and operational excellence as the new-car industry. We are also exploring opportunities to collaborate with leading automotive brands and expand our footprint across multiple segments of the automobile ecosystem.
11. Which car delivery has been the most memorable or emotional for you personally?
Some of the most memorable moments involve young professionals and entrepreneurs bringing their parents to take delivery of a luxury vehicle they purchased through their own hard work. Witnessing the pride, emotion, and sense of achievement in those moments is incredibly rewarding and serves as a reminder of the deeper impact these milestones have on families.
12. As someone who lives and breathes automobiles, what is your all-time favourite car?
Choosing one is difficult, but the Range Rover remains a personal favourite. Its commanding road presence, exceptional luxury, and ability to perform effortlessly across diverse driving conditions make it one of the most complete luxury vehicles ever built. It combines sophistication, capability, and comfort in a way few vehicles can.
13. Which car models and brands tend to sell the fastest in India today?
Luxury SUVs continue to dominate demand in India. Models such as the Mercedes-Benz GLA, BMW X1, and Audi Q3 remain popular among first-time luxury buyers, while premium SUVs like the Land Rover Defender and Mercedes-Benz GLS consistently attract strong interest. We are also seeing remarkable demand for premium electric vehicles with practical real-world range. Models such as the Porsche Taycan, BMW i7, BMW iX, BMW iX1, Mercedes-Benz EQS, and EQE are often sold soon after they enter our inventory, reflecting the growing acceptance of luxury EVs in India.
14. What advice would you give to young entrepreneurs about building trust and surviving in this industry?
Trust is the foundation of any successful business, particularly in the automotive sector. Never compromise your reputation for short-term gains. Focus on transparency, customer satisfaction, and operational discipline. Building a sustainable business requires patience, consistency, and a long-term mindset. Success rarely happens overnight, but if you remain committed to your principles and continually invest in trust, growth will follow naturally.
