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BMW India to focus on high-end models for profitable growth

April 10, 2014, 05:11 PM IST by Pratheek Kunder
BMW India to focus on high-end models for profitable growth

BMW India has realised that in order to have a profitable growth, it has to focus on the high-end models as well along with its bread and butter luxury sedans and SUVs. The German manufacturer has been concentrating on generating volumes in last few years but now wants to explore the niche markets that can get them considerable amount of sales.

The launch of the BMW M6 Gran Coupe at Rs 1.75 crore (ex-showroom Delhi) was a part of this strategy. The company is also planning to sell the super-luxury hybrid, the i8, in India by the end of this year. This model will be a completely-built-unit (CBU) and was showcased for the Indian enthusiasts at the 2014 Auto Expo. The company has invested Rs 16 crore on a training facility in Gurgaon that will train the sales team, dealers and associates related to the company.

"We are also concentrating really on the high-end cars...It is important in difficult economic situation to focus on such cars and invest on the marketing of such cars because there you can get some money and for that we are here," said Philipp von Sahr, president, BMW India.

"In such an economic situation, we have to focus on profitable growth and invest, like we did on the training centre, so that after the election, if the market goes up, then we have to be prepared. It would not be good if we are not prepared," he added.

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