Decoded: How Car Brands in India Trick You Into Buying Expensive Variants

Q Po India
4 days ago
3 min read

Have you ever walked into a car showroom with a strict budget for a base model, only to walk out having booked the top-end variant? You aren’t alone. In India's price sensitive market, top variants surprisingly contribute to nearly 40% of total sales.

This isn’t a coincidence, it's the result of a masterclass in psychological pricing and sales tactics used by manufacturers. Here is the breakdown of how car brands "upsell" you and how you can stay savvy

1. The "Starting At" Honey Trap

The most powerful weapon a car brand has is the Base Variant. You’ll see ads for massive SUVs "starting at" an unbelievably low price.

The Tactic: Brands keep base prices low just to generate "leads" and get you into the showroom.
The Reality: These base models are often "skeletons." For instance, the Mahindra Scorpio-N base model lacks even central locking, and the Kia Sonet base variant doesn't include a basic music system.
The Goal: By stripping away essentials that cost the company very little, they make the base model feel "incomplete," pushing you to look higher.

2. The "Variant Ladder" Strategy

Once you realize the base model is too basic, you look at the next step up. This is where the pricing math gets tricky.

The Gap: Brands often create a massive price jump between the Base and Second-to-Base variants (often ₹1.2 Lakh to ₹1.3 Lakh).
The Nudge: However, as you move from the mid-variants to the top-end, the price gaps often shrink to just ₹30,000 – ₹40,000.
Psychology: This makes the most expensive models look like "better value for money." You think, "For just a little more, I get everything!" This is why over half of Honda Elevate buyers choose the top ZX variant.

3. The "Waiting Period" Myth

Ever been told the base variant has a 10-month waiting list, but the top model is available next week?

Intentional Scarcity: Brands often keep production of lower variants low because their profit margins are negligible.
Dealer Pressure: Dealers make significantly more on expensive cars. A 5% margin on a ₹10 Lakh car is ₹50,000, but on a ₹20 Lakh car, it’s ₹1 Lakh. Salespeople are even given much higher incentives (sometimes 5 to 6 times more) to sell you the top variant.

4. Cross-Model Upselling

Car brands price their different models so closely that they overlap.

The Scenario: You might go in to buy a mid-variant of a small SUV, but the dealer shows you the base variant of a bigger SUV for the same price.
The Result: You move to the bigger car, realize the base model lacks features, and end up buying a mid-variant of the bigger car, spending way more than originally planned.

5. Special Editions: The "Cosmetic" Illusion

"Dark Editions," "Kaziranga Editions," or "Batman Editions" sound exclusive, but in the mass market, these are usually just cosmetic changes, new paint or interior stitching with no real engineering upgrades. They are often used to clear stock of slower-selling models.

How to Beat the "Upsell"

To avoid falling into these traps, keep these rules in mind:

Don't Start at the Base: Stop looking at the "Starting At" price. It's designed to mislead you. If your budget is ₹11 Lakh, instead of a "stripped-down" mid-size SUV, look at a "feature-loaded" variant of a segment below.
The "Essential" Test: Identify which features are truly essential for safety and comfort versus which are just "bling" (like ambient lighting or special stickers).
Beware of Dealer Add-ons: After you pick the car, dealers try to sell insurance, accessories, and coatings where their margins are much higher. Always compare insurance prices online before buying from the dealer.

Buy the car that fits your needs, not the one the marketing team has highlighted as the "best deal."

At QPO India, we specialize in premium car accessories that help you upgrade what actually matters, without forcing you to stretch your budget for a higher variant.