Mini starts India innings with a 100!

The BMW Group, which owns the Mini brand, has made it available in India as a Completely Built-up Unit (CBU) in the Mini Hatch, Mini Convertible and Mini Countryman range in petrol variants with a six-speed automatic transmission. India is the 100th country in which the Mini has been launched. The range, which was showcased at the Auto Expo earlier this year, already has 100 buyers in the country. Deliveries will start from May.

Speaking at the launch in Mumbai on April 5, Dr Andreas Schaaf, president, BMW Group India, said: “We have brought the world’s most exciting premium small car brand to India. The Mini is more than just a car – it is a personality on wheels – a fashion statement – and a way of life. No other brand exhibits the attributes and essence of a modern urban lifestyle like Mini and there is no doubt that it is one of the world’s most emotional auto brands.”

“By launching the new Mini 10 years ago, we created the world’s first premium small car brand in the world. Since then, we have sold over two million Minis and converted the brand from a single-model offer to a family of six models. Our main focus this year will be to concentrate on successfully establishing the Mini brand in India,” DrSchaaf added.

Infinity Cars, the first exclusive showroom for the Mini brand, is located at Linking Road, Mumbai. PoojaChoudury, MD, Infinity Cars, said: “The Mini will open up a whole new world of inventiveness and style here.”

Mini India has announced plans to around five to six dealerships in India including two exclusive outlets in Delhi (National Capital Region) in 2012. The ex-showroom prices for the Mini models range from Rs 25.50 lakh for the Mini Cooper to Rs 35.90 lakh for the Mini Cooper S Countryman High.

The Mini is the third premium small car brand to enter India after VW's Beetle and Fiat's 500. The Beetle has sold 649 units since its launch in December 2009 and the Fiat 500 has sold 70 units. The 500, however, is not on sale currently.

INTERVIEW WITH DR ANDREAS SCHAAF, PRESIDENT, BMW GROUP INDIA

Any particular trigger that made you decide to bring the brand here?

The premium car market now in India has reached a certain size which you cannot neglect anymore for a brand like MIni. This segment (luxury cars) is reaching almost 30,000 numbers, which is still reasonably high. BMW is an established brand here now — the number one brand not only in volumes but also aspirations and marketing.

How do you think 2012 will be for the BMW Group in India?

It is going to be another record year for sure. The market has become a bit fragile and has slowed down but March was a very good month. We saw the highest-ever sales in the premium car market. Let’s see how the next few months pan out.

The second half of the year is optimistic for us. We have the launch of the new 3-series in India, which should bring in a lot of volumes.

Do you think the Mini can reach a stage where it will be viable for you to start its CKD operation in India?

It is not planned as yet. We have to wait and see how the market responds. We have to see how many dealers are appointed across the country and how many volumes are sold for the model to become sustainable.

SUMANTRA BAROOAH