TANIYA CHANDRA, LUXURY ANCHORED IN VALUES YET ALSO ON THE MOVE

Taniya Chandra, Head of Marketing, Mercedes-Benz Cars Middle East talked to Communicate about today’s conception and expectations from the term “luxury”. Starting by the definition Chandra goes “luxury today is not just about exclusivity or status. I believe it is about experiences, personalization and a seamless blend of innovation, sustainability and craftsmanship.” Also she says more specifically, “it is not just about owning a product; it’s about how that product integrates into a lifestyle and aligns with individual values.”

For her, “at Mercedes-Benz, we redefine luxury by pioneering technology that enhances comfort and convenience, ensuring sustainability is at the core of our innovations while we focus on delivering customer-centric experiences. Whether it’s the latest advancements in electric mobility or AI-driven features or the attention to detail in our design and materials, our goal is to create an ecosystem that is intelligent and tailored to each customer’s journey.”

From where she stands, “we see luxury as something that goes beyond the product itself. It’s about how it makes you feel—whether it’s the quality of the materials, the technology that enhances everyday life, or the personalized service that comes with it.”

The typical Mercedes-Benz clients in the Middle East for Chandra “come from a variety of backgrounds, but what unites them is a deep appreciation for craftsmanship, innovation, and exclusivity. From successful entrepreneurs and high-net-worth individuals to young professionals who aspire to own a Mercedes-Benz, our customers seek more than just a vehicle—they seek an extension of their lifestyle.” Basically grouping clients under psychodemographics as opposed to the usual age, gender and socio-economic class.

Chandra goes more specific, “luxury for them is about effortless convenience, personalized experiences, and cutting-edge technology. They expect not only premium materials and superior performance but also a seamless digital and service journey. Luxury is no longer just about ownership; it’s about an ongoing relationship with the brand; a relationship which in mostly spans over generations.”

Chandra is not against “dupe” products, she places them within a larger context. “The rise of ‘dupe culture’ shows that consumers, especially younger ones, are becoming more conscious of value. They still aspire to luxury but are looking for ways to engage with it on their own terms.” Yet, always the value-drive one, she adds, “that said, true luxury isn’t just about aesthetics or branding—it’s about craftsmanship, heritage, and the emotional connection that comes with owning something exceptional. While dupes might offer a similar look, they don’t offer the same materials, robustness, experience and innovation.”

But, with Gen Z valuing experiences over possessions, this might be tricky for a car brand. Chandra however is all too rational, saying that “recognising the shift in generational values should be among the top priorities for luxury brands, as it presents a significant opportunity for evolution and innovation. Today's Gen Z indeed lean towards experiences, particularly those offered by brands that resonate with their values and cater to their unique perspectives. Moreover, Gen Z stands out as the first truly digital native generation, with technology woven into the very fabric of their daily lives.”

She goes on illustraing her point, “a great example of this would be Mercedes-Benz’s latest global brand campaign, "In Her Shoes”, starring Antonio Banderas and his daughter, Stella. In a short film, we see how the personalization experience traverses different generations while maintaining its appeal to Gen Z and their predecessors. Seamless integration of virtual AI assistant, gamification, and apps through such platforms as MBUX, MB.OS makes cars GenZ’s digital companions that deliver experiences, not just possessions.”

But is luxury merely a construct? “While perception plays a big role, true luxury is about much more than just a name or a price tag—it’s about craftsmanship, heritage, exclusivity, and the story and experience that comes with it” says Chandra, “you can package something to look expensive, but you can’t fake the feeling of real quality and heritage. A designer handbag, a fine watch, or a Mercedes-Benz isn’t just about the logo—it’s about the materials, the innovation, and the legacy behind it. Yes, branding can be powerful, but it also reinforced why authenticity matters. People might be temporarily drawn in by the illusion, but true luxury stands the test of time.”

Can personalization still be economically viable in today’s world, all while being scalable? Chandra sees both ends of the equation and says that “consumers today expect more than just high-quality products—they want experiences that feel uniquely theirs. In the luxury space, personalization is no longer a nice-to-have; it’s an expectation.” Practically speaking from a business perspective, “balancing personalization with economic viability comes down to smart innovation. Technology, particularly AI and data analytics, allows brands to offer tailored experiences without compromising efficiency. For example, at Mercedes-Benz, our MANUFAKTUR program gives customers the ability to customize their vehicles in a way that feels bespoke while still leveraging scalable production processes. Similarly, digital tools enable us to personalize customer interactions, from how they shop online to how they experience after-sales service.”

One can bake the cake and eat it too apparently, “it’s not about abandoning efficiency for the sake of exclusivity; it’s about finding the right balance. True luxury today isn’t about mass production or one-size-fits-all solutions—it’s about intelligent customization that delivers individuality without compromising business sustainability.”

But in a world, that for so long, wanted to scream, shout and otherwise be visible and ostentatious, for Chandra, “luxury isn’t just about being seen—it’s about quality, craftsmanship, and how it makes you feel. At the same time, luxury is also about self-expression, and for many, that includes recognizable branding and standout design. The beauty of luxury today is that it doesn’t have to fit into one mold—it can be bold or subtle, depending on what resonates with the individual.”

To her quiet luxury is not a new concept, “quiet luxury has always existed, and for those who appreciate discretion, true luxury is about the details—the perfect cut of a suit, the softness of fine leather, or the precision of a well-crafted timepiece. But at its core, real luxury isn’t defined by whether it’s loud or quiet; it’s about authenticity, craftsmanship, and the experience it delivers.”