The BMW Mini set for India
Mini’s are seen as a luxury small car throughout the world. Is placing the Mini in India a good idea? Does it have what it takes to succeed in such a complex industry? They have already held back on the idea around two years ago, when it was decided that launching the Mini group in India just wasn’t feasible enough.
Andreas Schaaf, the BMW India President has indicated there is still quite a bit of work to be done as it has not yet been decided which car to release in the country. He said “I am pleased to announce that the Mini will be introduced in India in 2012. Currently, the BMW team is evaluating which version to be launched in India from the entire Mini family.”
Everything is expected to be done in India, in terms of releasing the vehicles. There is expected to be 12 dealerships around India as the company progresses in launching themselves in that particular market. Schaaf said that he expects all 12 to be added by 2014. He was quoted “As a first step, we will have two dealerships in Delhi and one in Mumbai. In total, we will have 12 dealerships across the country in the coming years. As per plans, in 2013 we will add three-four dealers followed by three more dealerships in 2014,”
The price of the Mini in India, whichever one will be released, is said to be above Rs 25 lakh (Which is close to £4,300). Schaaf said “We have not finalised the price of the car yet, but it is a premium brand and a premium car. Of course, the entry price will be more than Rs 25 lakh.” Is that a fair price for such a high class vehicle within the particular market that it is in?
Placing the Mini in India will be hugely successful according to Schaaf, thanks to the brand’s history and heritage. “We had developed a new Mini ten years ago from the scratch. India is the only country where Mini has not been introduced. So, I think, it will be as successful here as in other countries”
Either way, it can be considered a very risky move.