BMW India to drive in Mini in 2012, priced above Rs 25 lakh

The German luxury brand expects to enhance its brand image in the country rather than driving sales. The BMW Mini is most likely to make it to the Indian shores by 2012 through CBU route. With the substantial price tag of Rs 25 lakhs for a small hatchback, the German manufacturer is certainly not looking for high sales volumes. The car is expected to create its own place in the market similar to Volkswagen Beetle and Fiat 500, which are more of iconic cars. Speculations were rife regarding BMW’s introduction of the entire Mini series in India. However, what remains to be seen is whether the Mini brand will have its exclusive showrooms in the country or will showcase its models in the BMW sales outlets.

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On the other hand, BMW has not come up with any sort of confirmation on the launch of its relatively affordable BMW 1 series in India. Though there is concrete information of the upcoming launches from Mercedes-Benz and Audi India regarding their entry-level cars, Mercedes-Benz B-Class and Audi A3 sedans, BMW president, Andreas Schaaf has not divulged any details on their entry level model BMW 1 series. Few of the market experts have deduced that BMW might be skeptical to introduce its low-priced model, as an entry-level car which could diminish the brand image in consumers view. Earlier, BMW India has countered to Mercedes-Benz allegations that they do not compromise on the quality to introduce a competitively priced car in India. Mercedes-Benz had accused BMW of reducing its car prices to drive volumes in the country. However, BMW India might change its strategy at the last moment by introducing the BMW 1 series at much competitive price to challenge the Audi A3 and Mercedes-Benz C-Class, once they begin to enjoy their share of success in the market.