BMW sees strong performance from high-end models, corporate sales in India

BMW 3 Series, 2 Series Gran Coupe, 6 Series, iX and X1 are popular among corporate buyers.

Published On Jan 14, 2024 09:00:00 AM

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BMW Group India, which registered 18 percent year-on-year (YoY) growth in 2023 by cumulatively selling 14,172 cars under its BMW and Mini brands, also registered a 56 percent growth in corporate sales. 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 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 in high-end luxury segment

BMW also saw strong action in the high-end luxury segment – what 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 our sister publication 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 M340i 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 strategy across dealerships in India, with a strong focus on customer centricity and a premium experience.

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