BMW India has already been at the top of the luxury segment in the country since the past 4 years. Being innovative and providing good quality customer service comes at the top in the automotive segment, and this is being displayed by the leading luxury auto manufacturer. Now, with a new concept of mobile showrooms in Nashik (Maharashtra) and other smaller cities to be introduced by 2013, BMW India plans to extend its lead over others by providing consumers with a chance to experience the brand and test-drive vehicles. Such an innovative experience has not been provided by any other luxury auto manufacturer in India so far.
In addition to knowing about the vehicles and driving these vehicles, consumers also get to interact with product experts and make the most of several promotional offers. These mobile showrooms will be driving into the following cities: Karnal (Haryana), Agra (Uttar Pradesh), Dehradun (Uttarakhand) and Jamshedpur (Jharkhand) in 2013. Apart from these, the showroom will also visit Nashik (Maharashtra) that lies in the Western part of the country.
The above strategy definitely sounds like a good way of promoting the luxury marque in Tier II cities, as customers from bigger metropolises are already aware of BMW. There is only a limited degree of promotion that can be carried out in metropolises, but the scope of the same in Tier II cities is a lot higher. BMW Financial Services are also expected to be providing 100 per cent financing options at these showrooms.
Mobile showrooms would be air-conditioned weather proof buildings, representing the style and class of BMW. A four car display, along with a reception area and a VIP lounge will be constructed. Test drives for the all-new BMW 3 series, BMW 5 series, X1, X3 and the X5 will be available. Cars from the 7 series, 6 series, X6 and Z4 will also be shown to consumers.
By targeting customers in smaller cities, BMW India will be on the verge of creating history, as this attempt has not been made by any luxury car manufacturer in the country. Smaller cities are also coming up in a big way, and development is no longer restricted to the metropolises any more. BMW is also rapidly expanding its dealership network, having opened a dealership in Mangalore recently. The company, currently with 33 outlets across India, hopes to increase this number to 50 by 2014.
