BMW India is aiming to end the year as the country’s top-selling luxury carmaker after continuing to grow faster than the wider market.
The automaker was leading the luxury-car registration chart at the time of the interview, according to Hardeep Singh Brar, President and CEO of BMW Group India.
“We would love to be number one. Who doesn’t want to be number one?” Brar told Autocar India. “We will do our best, but that is not the ultimate goal.”
BMW India grew 14% last year when the overall luxury-car market was almost flat. It expanded by another 15% in the first half of this year, while the rest of the segment remained flat or declined marginally, Brar said.
“I would divide luxury into two categories, BMW and non-BMW,” he said. “BMW is growing at strong double digits, and the rest of the industry is declining.”
BMW plans to cross 20,000 car sales this year and remains on track to meet the target. Its Chennai plant has an installed annual capacity of around 50,000 units, with production adjusted according to customer demand.
Around 95% of BMW’s India sales come from locally produced vehicles, while imports account for the remaining 5%. Brar attributed the company’s performance to new products, localisation, electrification and a stronger focus on customer experience.
BMW also plans around 25 launches and special editions during the year, including approximately 10 major product introductions. The i5, i7, X6, M440i, Mini Countryman C and X1 Long Wheelbase are among the key additions.
Electric vehicles accounted for 21% of BMW India’s sales last year and 26% in the first half of this year. Brar expects their contribution to cross 30% in the second half, with a one-third share also possible.
The new i7 is BMW’s third locally produced EV in India after the iX1 and i5. The initial allocation of the i7 is nearly sold out, while the i5 has also received a strong response. Long-wheelbase models are another important part of the company’s strategy. Their contribution is expected to increase from 52% in the first half to around 60% by the end of the year.
Growth is also spreading beyond the largest metropolitan markets. BMW’s top 10 cities now account for around 65-70% of sales, compared with approximately 80% five years ago, reflecting a higher contribution from Tier 2 and Tier 3 cities.
India has moved into BMW’s 20 largest markets globally after being outside the group last year. The next objective is to enter the top 15. Brar said India is currently BMW’s fastest-growing market globally in percentage terms, including for Mini.
While BMW wants to finish the year at the top of the Indian luxury-car market, Brar said its priority remains strengthening the brand, improving customer experience and introducing the right products.
“If, in the process, we become number one, we would absolutely love it,” he said.
With inputs from Kiran Murali