Forty percent of BMW’s CY23 sales came from corporate customers
The company registered a 56 percent growth in corporate sales last year, while adding new clients across IT, healthcare, consulting, and real-estate industries, among others.
BMW Group India, which registered 18 percent year-on-year (YoY) growth in CY23, by cumulatively selling 14,172 cars under its BMW and Mini brands, also registered a 56 percent growth in corporate sales last year.
The company saw corporate sales contributing to about 40 percent of its overall CY23 volumes, and is confident of future growth in the category. According to Vikram Pawah, President, BMW Group India, “As the Indian economy grows, there is a rising number of corporate professionals, including entrepreneurs from the start-up ecosystem, as well as leaders at the top positions, who are joining the workforce. We added over 50 new corporate clients, ranging from real-estate, consulting, IT, and healthcare, among other sectors in CY23.”
Pawah further elaborated that the BMW 3 Series Gran Limousine, 2 Series Gran Coupe, 6 Series, iX and X1 were the top-selling BMW models through the corporate channel. He explained that with some cars getting registered in the names of individuals working with corporates, the core-corporate sales contribution was pegged at around 25 percent.
Strong performance at higher end
BMW also saw strong action in the high-end luxury segment, it classifies as BMW Luxury Class, as part of its overall performance last year. The category, which it identifies as a clutch of its flagship and ultra-premium models, including the 7 Series, i7, X7, and XM, together registered a significant YoY growth of over 88 percent in CY23 in India. “One in five cars that we sell belong to the high-end luxury segment within our portfolio, and the migration of the existing premium customer upwards is one of the key drivers of this growth,” Pawah, told Autocar Professional.
According to Pawah, while the flagship X7 SUV registered a growth of 68 percent last year, the 7 Series sedan recorded a 124 percent growth. “These models give a compelling reason to the existing premium car customers to migrate upwards, and the growth is the proof that clearly tells that customers are appreciating these products and are migrating towards the higher segment cars,” he pointed out.
The company saw digital channels contributing to about 17 percent of its total sales, with specific products like the M 340i, and iX1, being made purely available online last year. As it eyes future growth, the company is also set to execute its ‘Retail.Next’showroom concept strategy across dealerships in India, with a strong focus on customer centricity, and a premium experience.
The new retail format will also introduce dedicated ‘M’ areas with separate themes and livery, demonstrating the company’s racing heritage, to propel the sales of its performance models of the likes of the M 340i, X3 M40i, and X4 M40i. “These niche products are growing rapidly, and are expected to grow, but on a low base,” Pawah said.
BMW Group India also aims to increase its four-wheeler (BMW and Mini) touchpoints from the present 63 outlets in 35 cities, to 80 outlets in 43 cities, by end-CY26.
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