BMW, the German luxury carmaker is on a roll here in India. The Indian subsidiary of the German luxury car giant,
BMW India has retained its leadership position for the second consecutive year even as Mercedes-Benz and Audi continued to record excellent growth.
Though the year started with Mercedes Benz taking the lead, BMW India closed in on the gaps quickly and outclassing its compatriots vying for the luxury car space in India. BMW India delivered 6,246 cars in 2010, recording 73 per cent growth in sales over 2009 and capturing 40 per cent market share in the luxury car segment, which is estimated at around 15,000 units annually. BMW India rode on stupendous sales of its 3 Series which stood at 2,432 units and 5 Series which raked in 2,403 units respectively. This again translates into 111 per cent growth and 51 per cent growth in its respective segment. The total number of cars sold in the domestic market exceeded the company’s target of 4,200 units in 2010.
“In 2010, we embarked on the second wave of India market offensive with a carefully planned and passionately executed business strategy. In terms of the sales growth rate, India was among the top three markets for BMW after China, which saw over 80 per cent growth. India and Korea followed it at around the same level,” said BMW India President Andreas Schaaf.
BMW sales for 2010
The BMW 3 Series – 2432
The BMW 5 Series – 2403
The BMW 6 Series – 12
The BMW 7 Series – 535
The BMW X1 – 187
The BMW X3 – 28
The BMW X5 – 228
The BMW X6 – 189
The BMW Z4 – 82
The BMW Gran Turismo – 150
Similarly, Mercedes-Benz sold 5,819 cars in 2010, the highest-ever sales figure registered by the company. Its sales volumes grew by 80 per cent during the year, with key growth drivers being its E-Class model with 2,490 units, C-Class with 2,070 units and the SUV range with 523 units sold. It also registered its best-ever December sales at 710 units, registering growth of 115 per cent. The strategy of Mercedes-Benz for the Indian market has been focused on offering a comprehensive product portfolio, delivering the highest value to the customer as well as ensuring world class sales, after sales and vehicle ownership experience. These initiatives coupled with aggressive product launches and network enhancement to smaller towns and cities have reinforced the strong traction with the Indian market in 2010.
Another leading German luxury carmaker, Audi, sold 3,003 units in 2010, thus growing at 81 per cent. It had sold 1,658 cars in 2009. Sales for December stood at 212 cars, recording a growth of 96 per cent. It is eyeing 50 per cent growth in 2011. “We have exceeded our projected goals for the third year in succession…we expect to see further growth this year, thanks to our aggressive product offensive beginning with the Audi A8 L and a slew of other exciting launches during the year. The launch of the new A6 later this year will also deliver additional momentum. We will continue to expand and strengthen our existing network across the country and are focused towards enhancing the overall customer experience,” said Audi India Head Michael Perschke.
Bottom Line: The Luxury car segment in India is on the growth mode and there seems to be no saturation point for the segment anywhere in sight. The luxury car segment, which is still an untapped market in India, will lure more and more players in this segment in the longer run.