Big B's Big Plans...

It seems like BMW is getting really aggressive in India. The recent actions are very evident. BMW announced the X1 the cheapest SUV from BMW for India during the auto expo at Delhi. And now the announcement of 320d CE (Corporate Edition) for individuals at around Rs 24 lakhs has come. Earlier this downgraded version was available only for corporates and institutions who buy a minimum of 3 units to-gather. The company is also setting up its used car business with its own financial services.

This proves that BMW no more wants to be a niche player in the premium segment. The company is planning to leverage its Ultimate Driving Machine to a bigger market. There is a huge potential in the premium car segment in India that is still untapped. This segment of consumers is actually confused. They expected a real premium brand to satisfy their Self Esteem and were not ready to shell out the real price for it. It seems like BMW understood this and is acting fast. Before the traditional rivals Mercedes and Audi could possibly enter this segment BMW wants to grab a maximum market share.

Now the Accords, Passats and Superbs have to worry. Can they compete against an Ultimate Driving Machine. But for a consumer like me, who dreams of owning a BMW one day, it seems like the day is not too far.

When Mercedes India proudly said they are back at No.1 after Jan 2010 sales, the BMW India CEO replied, 'There are still 11 months to go'.

What a statement !!!