By introducing new models and expanding sales networks, BMW aims to accelerate growth and reinforce the MINI brand worldwide.
German luxury carmaker BMW is planning to strengthen the MINI brand in India by expanding its product portfolio and sales network next year to tap rising demand beyond metro cities. The company aims to introduce additional MINI models and widen its footprint in smaller cities as interest in the brand grows across new markets, according to BMW Group India President and CEO Hardeep Singh Brar.
“We are looking at a couple of more products under the MINI portfolio next year,” Brar told PTI, adding that demand for the brand is steadily emerging from non metro markets. BMW currently offers the MINI Cooper, MINI Countryman JCW and MINI Convertible in India.
As part of its growth strategy, BMW plans to significantly expand the MINI sales network. “We are present in about nine cities for MINI. We want to double the number of cities next year, so that it has a presence beyond the metro cities,” Brar said. New locations under consideration include Jaipur, Lucknow and Ranchi, among other smaller towns where the brand currently has no presence.
Brar noted that local market presence boosts customer confidence, particularly in after sales support. “So we want to enhance the product portfolio, sales network. Besides, we are looking to build the MINI community, and want to do a lot of events for them next year,” he said.
Around 40% of MINI buyers in India are existing BMW customers. The automaker imports the MINI range as completely built up units and has sold about 7,500 cars since entering India in 2012. The latest MINI Convertible is priced at ₹5.85 million ex showroom.
On the outlook, Brar said BMW expects at least double digit growth next year, supported by sustained momentum in the luxury car segment, which has been growing faster than the mass market in recent years.
