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Old 9th August 2012, 14:28   #1
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Default BMW India targets smaller towns with Mobile Showrooms

Turning potential customers to loyal ones is surely not only about innovation in technology, but also innovation in sales strategy. BMW has taken this cue to come up with a way to reach customers in smaller towns & cities across India. Most manufacturers state that's where the real growth is.

BMW introduces the "mobile showroom" that will visit cities with potential to be covered under the existing BMW sales and service network. The showroom will offer test drive vehicles, product experts and offers from the companyís financial services arm.

It will cover seven states, visiting cities like Karnal (Haryana), Agra (Uttar Pradesh), Dehradun (Uttarakhand), Jamshedpur (Jharkhand), Patna (Bihar), Bhopal (Madhya Pradesh) and Nashik (Maharashtra).

The mobile showroom will feature a 4 car display area. Models like the 3 Series, 5 Series, X1, X3 and X5 will be on display and available for test drives. At certain locations, CBU (completely built-up) units like the 7 Series, X6 and Z4 will also be displayed.

This definitely looks like a good way to reach out to smaller cities and towns, where low volumes donít justify large investments in dealerships. BMW has done well to strategically target cities that are in proximity to its existing sales and service network, which should further its appeal.

Currently, BMW has 25 sales outlets in the country. By the year end, it plans to expand its dealer network to 40.

This is what the Mobile Showroom looks like...
BMW India targets smaller towns with Mobile Showrooms-bmw-mobile-showroom-karnal-1.jpg
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Old 9th August 2012, 21:31   #2
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Default Re: BMW India targets smaller towns with Mobile Showrooms

Looks like a good strategy as demand seems to be slackening- BMW sales growth at all time low for 2012 in Indian luxury auto market | Rush Lane

However, I would never put that much money on a German car if the service center is 200 Kms away
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Old 11th August 2012, 12:55   #3
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Default Re: BMW India targets smaller towns with Mobile Showrooms

BMW seems to be pressing all the right buttons and are on a serious roll. That looks a lot better than the typical mobile showroom to me.

There is high potential for growth in B & C towns as this thread (Its raining Mercs - 115 Mercedes booked at Aurangabad) and this one (180 Mercedes Benz cars booked in Kolhapur) amply demonstrated.

I think Audi might also have a good chance in semi-urban and rural India. Reason? It's not as flashy as Mercedes & BMW, and might suit the tastes of folk out there.
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Old 11th August 2012, 13:28   #4
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Default Re: BMW India targets smaller towns with Mobile Showrooms


BMW seems to be on a roll and with this move it will have a greater customer base and since the other two German manufacturers have not entered the B & C market the sales chart would be rocking.

As far as BMW is considered hope they strengthen their service centres and train people even better to deal with the customers in those areas.

Hope customers don't ask "Kitna Deti Hai?" question!
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