BMW India CEO positions MINI as BMW’s lifestyle growth driver in India, aiming to double sales and broaden its emotional appeal.
08 Jan 2026 | 1329 Views | By Ketan Thakkar & Prerna Lidhoo
BMW Group India is gearing up for a pivotal 2026, with a 27‑product offensive that includes 10 new MINI models, aimed at delivering a sharp step‑up in sales and strengthening the British marque’s role in the company’s India strategy. MINI, according to Hardeep Singh Brar, President and CEO, BMW ...
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BMW Group India is gearing up for a pivotal 2026, with a 27‑product offensive that includes 10 new MINI models, aimed at delivering a sharp step‑up in sales and strengthening the British marque’s role in the company’s India strategy. MINI, according to Hardeep Singh Brar, President and CEO, BMW Group India, is set to be a key focus area for BMW Group in 2026, as the company ramps up its product activity to accelerate volumes and expand its footprint in the luxury car market. "We have some special editions coming in and you will see a lot of action in MINI next year. We want to double our volumes in MINI," Brar said.
MINI India delivered 730 units in 2025, registering a growth of 3% YoY. The brand expanded its model portfolio with new product launches such as MINI Convertible, MINI Countryman JCW ALL4 and MINI Countryman SE ALL4 in the last quarter. "We just had two models last year - the Countryman and the Cooper and the convertible is still growing despite having two models. So next year will also be going to be a big year for MINI," he said.
MINI, according to Brar, attracts a very different kind of buyer compared to traditional luxury car brands. Unlike BMW, which tends to attract a more defined customer profile such as real estate professionals, doctors, or lawyers, MINI’s appeal cuts across demographics. "It can be anyone. MINI is, above all, an occasion-led purchase. It’s bought to mark moments rather than commute miles. It could be a 30th birthday gift for a spouse, a graduation present for a child, or an addition to a well-stocked garage for someone who already owns multiple cars. In many cases, a MINI replaces jewellery or another luxury indulgence, it becomes the emotional choice," Brar explains.
While men still account for a large share of buyers, female penetration is relatively higher than in most other luxury brands, reinforcing MINI’s positioning as a lifestyle statement rather than a purely functional car, he says.