BMW India goes on a mobile showroom roadshow to target the smaller towns across the country
The world’s number one luxury car brand, BMW, leads the market in India too. Competition, read Audi, though is nipping at BMW’s heels in the Indian car market. To stave off the Audi threat to its leadership position, BMW India has embarked upon a unique initiative, targeting the smaller cities of India, cities in which it does not have dedicated dealerships. BMW India’s latest initiative involves a road show in which the automaker will set up a temporary, mobile showroom in the smaller cities of the country, in order to allow prospective customers of these cities to feel and experience their favourite BMW cars.
The temporary mobile showroom will be set up in each of the following cities across seven states of India, Karnal (Haryana), Agra (Uttar Pradesh), Dehradun (Uttarakhand), Jamshedpur (Jharkhand), Patna (Bihar), Bhopal (Madhya Pradesh), and Nashik, Maharashtra, and will function for a span of a couple of weeks. During this period in which the mobile BMW showrooms function, BMW buyers and enthusaists would be able to experience the brand, test drive cars, interact with experts, book BMW cars, and also avail of offers from BMW Financial Services.
The weather proof, air conditioned structure will display 4 cars and have a reception area along with a VIP lounge. The idea is to give customers a look and feel of a fully fledged BMW showroom, like the ones in the bigger cities. The mobile showroom will be managed by existing BMW dealers. The cars that will be displayed at the showrooms are the all-new BMW 3 Series, the BMW 5 Series, the BMW X1, the BMW X3, and the BMW X5. The showrooms will also let customer book the full line of BMW cars like the BMW 7 Series, the BMW 6 Series, the BMW X6 and the BMW Z4, which are all imported as completely built units(CBU).
Through this aggressive sales and marketing initiative, BMW India plans to reach out to potential buyers in the smaller cities of the country. India’s rapid economic growth that began a couple of decades ago has created wealth in many of the smaller cities, who have been the smaller engines of this growth. The prospective buyers’ new found prosperity makes them potential customers of luxury car brands, and BMW is capitalizing on this oportunity in a very unique way. Incidentally, competitor and compatriot Mercedes Benz has also been conducting road shows in the smaller cities and towns in India.