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 company’s 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 don’t 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.