BMW India expects long-wheelbase models to account for around 60% of its sales by the end of the year, up from 52% in the first half, as it expands its portfolio around the preferences of Indian luxury-car buyers.
The German luxury carmaker has placed long-wheelbase models and electric vehicles at the centre of its product strategy for the country.
“Long wheelbase and electrification are the two pillars we are working on this year,” Hardeep Singh Brar, President and CEO of BMW Group India, told Autocar. “In the first half, we were at 52% long wheelbase. With the new launches, I think the long-wheelbase category will grow further.”
BMW expects the contribution from the configuration to reach around 60% by the end of the year. Its long-wheelbase portfolio spans multiple segments and includes the 3 Series Gran Limousine, 5 Series Long Wheelbase and electric iX1 Long Wheelbase.
The company has gradually extended the format beyond executive sedans, giving customers access to additional cabin space across a wider price range. Brar indicated that BMW would continue to favour long-wheelbase configurations for relevant models introduced in India.
“It is a tried-and-tested formula, so why not go with it?” he said.
The strategy addresses demand from Indian luxury-car buyers for greater rear-seat legroom and comfort, particularly among customers who are chauffeur-driven. The introduction of long-wheelbase models in the entry-luxury and executive segments has also helped BMW differentiate its products in an increasingly competitive market.
Local assembly supports BMW’s wider India strategy by allowing it to price models more competitively while offering features suited to local buyers. Brar cited the new 7 Series, priced at Rs 1.95 crore, as an example of how localisation had allowed the company to add equipment while keeping the price almost unchanged.
Electrification, BMW’s other growth pillar, is also gaining ground. EVs accounted for 21% of its India volumes last year and 26% in the first half of this year. Brar expects the share to cross 30% in the second half, with one-third also possible.
The shift is visible in segments where BMW offers electric and combustion-engine options. The iX1 accounts for around half of sales in the X1 range, while the i7 contributed about 60% of combined 7 Series and i7 volumes during the previous model cycle.
BMW is also seeing some customers move from diesel to electric vehicles. Brar attributed the decline in diesel demand partly to concerns about vehicle life and residual values, particularly in markets such as Delhi, where diesel vehicles have a registration life of 10 years.
The company does not intend to exit diesel and will continue offering the powertrain where demand remains strong. Larger SUVs such as the X5 and X7 continue to attract a reasonable level of diesel demand, he said.
BMW’s product strategy has helped it gain share in an otherwise subdued luxury-car market. Brar said the overall segment was almost flat last year, while BMW grew 14%. The company expanded by another 15% in the first half of this year as the rest of the market remained flat or declined marginally.
BMW was leading the Indian luxury-car market until the previous month. While Brar said the company would welcome finishing the year at the top, its immediate product focus remains on the two areas gaining traction among Indian customers: long-wheelbase models and electric vehicles.
With inputs from Kiran Murali.