BMW's growth strategy for India, BMW X1 to be launched in India

On the occasion of the launch of new BMW X5, Dr.Andreas Schaff, President, BMW India explained the growth strategy of BMW for the next year. The initial overview of this strategy suggests the aggressive approach of BMW towards the market of India. Presently, the plans of the company are based on the robust demand for the products of the company. They are also based on the constantly growing volumes. Till August, 2010, BMW India successfully delivered 3301 cars. This sale translated into a further growth of over 40% for the previous year. The most important part of BMW's 2010-11 plan is the new models that the company has launched and also those that it plans to introduce. The models which have been introduced as a component of company’s strategy include the earlier launched 5 Series and the X5 that was launched today. Another important launch will be the BMW X1. The launch of this  new model will start a totally new segment for BMW.

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BMW X1 will act as a volume driver for the company. The production of the same is expected to start by the end of the year 2010. This model will be imported as a “completely knocked-down”  unit. The model will give a tough competition to SUVs like the Fortuner and also to Hyundai Santa Fe which is yet to be launched. This model may support BMW by providing an important lead in volumes above its competitors – Audi and Mercedes because these  two German auto majors have yet to make an announcement about a model that could compete with the X1. Presently, BMW has an expanded production capacity of 5,400 units at its Chennai plant. Also the total area here has now been extended  from 19 acres to around 40 acres.

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As per the sources, a totally new vehicle dispatch center has also to been built inside the Chennai plant of BMW which will have a capacity of around 1,000 vehicles. The company has also expanded its dealer network. In 2011, this dealer network will again be expanded from  18 to 22. These four new dealerships will  be located in Surat, Indore, Bhubhaneshwar and Ludhiana.

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