BMW has been at the pinnacle of luxury car market in India since 2009, when they replaced Mercedes Benz. But now after a good four years at the top, they are feeling the pressure of staying at the top for the first time because Audi India is fast catching up, and they are aggressive. So much so that Audi India has set itself a target of becoming the largest luxury car maker in India by 2014.
As most of the luxury car sales come from urban Indian cities like Mumbai, Delhi, Kolkata, Chennai, Bangalore and Pune, luxury car makers can hardly do anything to increase their sales substantially from these cities. So in order to increase their car sales, there's not much luxury car makers car do in the cities/markets where they already exist.
In order to increase their reach, BMW India has launched Mobile Showrooms. Through these mobile showrooms, BMW India will be visiting seven cities in seven states of India. The cities being, Karnal (Haryana), Agra (Uttar Pradesh), Dehradun (Uttarakhand), Jamshedpur (Jharkhand), Patna (Bihar), Bhopal (Madhya Pradesh), and Nashik, Maharashtra.
As far as BMW experience is concerned, customers at BMW Mobile Showrooms will experience the same warmth. BMW Mobile Showroom will have a 4 car display area, a VIP lounge and a reception area. On display will be the newly launched 3 Series, 5 Series, X1, X3, and X5, which will be also available for testing. At some of the Mobile Showrooms, BMW will also display 7 Series, 6 Series, X6 and Z4.
Dr. Andreas Schaaf, President, BMW Group India, said, "BMW India is the pioneer in bringing luxurious dealerships to India. We are the first luxury car manufacturer in India to take this experience a step ahead and closer to our customers in the emerging markets with the BMW Mobile Showroom. Today, BMW India has millions of fans (Facebook) and many of them come from emerging cities. With this unique travelling showroom, we wish to bring as many customers to the BMW fold and make them experience BMW and the sheer driving pleasure."
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