Bmw in IndiaThe British premium small car manufacturer which is owned my BMW made the announcement of launching the Mini brand in India by January 2012. Member of the management board for sales and marketing for the BMW AG group Ian Robertson stated, “We will come to India with the hatchback, convertible and Countryman range of vehicles at a very competitive price tag” (automanic.com). India will receive the second generation of Mini, which in like all of the other global markets. Although the car does not change much from the original one, added safety and more economical power plants are part of the this new generation. The new MINI hatchback succeeds the original Mini cooper. This 21st century version of the mini will compete with vehicles such as the Volkswagen Beetle. The Convertible is the open-top variant of the hatch and features a power-retractable soft top (automanic.com). The Countryman is a crossover SUV and the first five-door Mini ever. Indian buyers will get to choose between 1.6-litre petrol and diesel engines.
BMW successfully launched four models of MINI priced up to Rs. 31.99 lakh after having decided against such a move in their past history, the company has introduced four variants of the Mini.
In 2009, BMW was interested in bringing this brand into India. Given the global market conditions of that year, BMW decided not to expose the brand to this market. Kay Segler, Senior Vice-President, Mini Brand Management and Business Coordination, told PTI: “Yes, its a bit delayed but not too late for the Mini to be launched in India” (indiaoncars.com). Segler also indicated that the Indian market is now ready for such brand. India has become a part of lifestyle trends, which means that it has become a part of the global community. Segler stated that, “More Indians are travelling and living abroad, they have network overseas and are more aware of trends” (indiaoncars.com).
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