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BMW – luxury on wheels
The thirst for luxury cars is never ending. Earlier, only Mercedes-Benz was renowned car brand in the luxury car segment but in the recent year, the demand for luxury car has grown in a large scale in India. One such eye-catching car brand is the leading German luxury car manufacturer Bavarian Motor Works or more popularly known as BMW.
The year 1916 saw the emergence of BMW and this alluring organization owns equally alluring brands - the Rolls Royce and the BMW Mini. BMW set up its production plant in India (Chennai) on March 2007 as a subsidiary of the BMW Group. This centre was inaugurated by the Chairman of the Board of Management, BMW AG and Dr. Frank Peter Arndt, Member of the Board of Management, Production, BMW AG. Basically it was opened for development of a dealer organisation across all metropolitan centres in India. BMW India headquartered in Gurgaon is a 100% subsidiary for the BMW Group. The car manufacturer has made an initial investment in India of Rs 1.1 billion for its luxury cars. In India BMW, product line-up comprises of sedans, convertibles, coupe and SUV.
One would just dream about having a luxury car and BMW has created folly for many of the Indian buyers. India has the latest 3, 5 and the 7 series of the BMW that have hit the Indian shores with the price tag starting form Rs 27 lakh. In spite of such heavy price tag, BMW has made its place in the Indian market. The charisma of driving a BMW and the fantastic comfort offered is a standard of perfection it comes with.
The global auto maker has taken excellent steps to promote its cars in the Indian market. The company has joined with Bajaj Allianz General Insurance for offering motor insurance and with ICICI Bank to offer adapted financial solutions for its customers. However these products and services are offered only through the BMW Financial Services.
BMW India has also established an International Purchasing Office (IPO) at its Headquarters in Gurgaon. The IPO will mainly target on the development of exports from India to the BMW Group International Production Network.
The BMW centre in Chennai produces the BMW 3 Series and BMW 5 Series Sedans in petrol and diesel variants. The Chennai plant has a capacity to produce 3000 units per year on a single shift basis.
Currently there are 11 dealers representing BMW in the Indian market and there has been energetic growth prospective. BMW is confident of multiplying its annual sales volume and has already chalked out an extensive dealer policy to support its plans.
BMW dealerships will exhibit the BMW 3 Series and BMW 5 Series that are produced at the Chennai plant. However, the BMW 6 Series, BMW 7 Series, BMW X3 and the BMW X5 are available in the country as CBU’s (Completely Built-up units).
BMW 5 Series is the best and popular selling model and has been voted as the “Luxury Car of the Year” at the NDTV CAR India Awards 2008, “Performance Car of the Year” at the Aaj-Tak Overdrive Awards 2008, and the car with “Best Styling and Design” at the CNBC-TV 18 Autocar Awards 2008.
Mercedes was the only luxury car maker that ruled the Indian car industry for years. But today BMW has become one of the toughest competitors for Mercedes. BMW has proved to be one of the best luxury car manufacturers around the globe and has won millions of Indian hearts.
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