Mod’s Own Country : Why Kerala is India’s Most Enthusiastic Car Market | The Spend | 4K

Overview: Kerala’s Enthusiast Vehicle Culture

Kerala is portrayed as India’s most enthusiast-driven car and bike market, with passion that extends well beyond buying vehicles into:

• Modifications
• Motorsport
• Off-roading
• High-end luxury customization

The segment argues that Kerala’s high vehicle density—about 1.822 vehicles per thousand people—turns cars into a major “money machine” for the state. Revenue is described as coming not only from road tax and registrations, but also from “fancy” number plates, valued at 500+ crore.

Why It Exists Despite Limited Heavy Industry

The video connects this culture to Kerala’s relatively limited heavy industry, meaning fewer industrial sectors drive the economy. Despite that, the state is shown to sustain a thriving automotive ecosystem.

EV Adoption and Performance Heritage

Kerala is highlighted for early EV adoption, especially by:

• Individuals, rather than fleets

The segment also emphasizes the state’s legacy in performance and tuning, including:

• Early tuning shops such as “Pete’s”
• A Japan-style JDM makeover scene

Off-Roading and Motorsport as a “Vertical”

A major focus is off-roading and motorsport, with frequent events across weekends stretching from Kasaragod to Trivandrum. The video describes off-roading as evolving into a strong standalone “vertical” of motorsport.

Kottayam as an Off-Roading Hub

Kottayam is presented as a center of off-roading culture, featuring:

• Long-running 4x4 garages
• Off-road organizations
• Influence from international-level events such as the Rainforest Challenge (RFC)

After RFC came to India in 2014, the scene reportedly intensified due to better-built competition rigs, including:

• Upgraded suspension
• Dual winches
• Heavy-duty tires

Kerala Motorsport Welfare Society estimates around 300 off-road machines in the state—many are not road-legal and are transported to events on flatbeds. Spending is described as ranging from:

• A few lakh at entry level
• Up to 35 lakh+ for competition rigs

Winches alone are estimated at 10–12 lakh.

Two-Wheeler Culture and the “Legal Gray Zone”

The segment also covers Kerala’s two-wheeler culture and infrastructure, including a certified off-roading school:

• “School of Dirt”

It describes enthusiasts operating within a “legal gray zone,” often building or importing vehicles such as:

• Toyota Hilux
• Mahindra Thar
• Isuzu D-Max

This happens despite periodic Motor Vehicles Department crackdowns.

Consumer Taste, Vehicle Care, and Detailing Markets

Another theme is consumer taste and vehicle care. Kerala buyers are described as meticulous, driving strong markets for:

• Detailing
• Customization

The video cites Turtle Wax data, including claims such as:

• Kerala nearing 20% of India sales
• More studios than neighboring Tamil Nadu

It estimates Kerala’s detailing market at 150–200 crore annually, growing quickly.

Luxury brands are used as evidence of an “enthusiast market,” where customers often prefer:

• Top variants
• More customization-driven purchasing rather than stock-oriented buys

Luxury and Performance Demand (Brand Mentions)

Luxury and performance consumption is described as consistent across brands, with claims such as:

• BMW: Kerala as its top-selling luxury market, where “top end” categories (including long-wheelbase variants) make up a significant share of sales.
• Mercedes-Benz: rapid growth in the most expensive models.
• Jaguar Land Rover: Kerala business reportedly tripled over three years.

The video also mentions a Volkswagen Golf GTI demonstration in Kochi, where 25 units reportedly sold in one day—framed as proof of automotive literacy and demand.

Politics: Legalizing “Safe Modifications”

The video concludes by returning to politics. It notes that the ruling United Democratic Front promised legalization of safe modifications, but that when the government released a limited list of “safe modifications” (about 18 items), online reaction was disappointed.

The segment argues the official list misses Kerala’s broader, more diverse reality—where enthusiasts already:

• Buy many of these accessories freely
• Go further in personalizing and building cars and bikes

Presenters / Contributors

• Sam Kurian Kalarickal (founder, R&T Auto Catalyst)
• Dr. Mohammed Fahadh VP (RFC 2024 winner; pediatrician)
• Rajiv Lal (co-driver, RFC 2024)
• Austen Chacko (co-founder, School of Dirt; former automotive journalist)
• Rish John George (co-founder, School of Dirt)
• Hardeep Singh Brar (BMW)
• Turtle Wax (senior executive perspective referenced; exact name not provided)
• Venu Gopalakrishnan (founder, Litmus 7)
• Unspecified speakers/representatives from Mercedes-Benz (name not provided)
• Unspecified speakers/representatives from Jaguar Land Rover (name not provided)
• Unspecified speakers/representatives from Jaguar Land Rover / growth claims (name not provided)