The BMW Mini entered the Indian car market, its 100th market with various car models such as the Mini Cooper, the Mini Cooper S, the Cooper Convertible and the Cooper S Countryman and had been able to gather more than a 100 bookings in a week after its launch. The iconic brand’s price range of Rs. 24,00,000 to Rs. 32,00,000 has however raised questions whether the iconic premium brand can hold its own in the Indian market.
The company will start the deliveries of cars in response to the bookings in the month of April 2012. According to Mr. Kay Segler Senior Vice President (Brand Management and Business Coordination) Mini, if the bookings retain their current pace, the company may consider plans to assemble its cars in India instead of the completely built unit (CBU) route that it also follows in China and Brazil.
Mr. Segler however states that the company has grown by 20 percent in 2011 in comparison to 2010 and hence doesn’t feel the need to push sales. He adds that the company plans to focus on building the Mini brand in India which would as a result boost its sales.
Currently, the company has offices in Delhi and Mumbai and with a target of selling 300 cars in 2012 has expansions plans in other Indian cities such as Bangalore, Chennai, Chandigarh and Pune.