Audi, BMW & Merc In India - What They Are Up To & Their Strategies (ET Article) How BMW, Mercedes & Audi stack up and what their strategies are - Economic Times Highlights: BMW India:
- Marketshare moved up from 9% in 2006 to 42% in 2011 in the premium segment.
- 3 Series, X1 and 5 Series are CKDs while the rest are CBUs.
- Will start sourcing components from Indian vendors soon. Have identified 20 vendors so far.
- Part of marketing strategy is to interact with prospective customers at golf tournaments, wine tasting events and fashion shows
- 60 dealers by 2015 Mercedes India:
- Setup India ops in 1994
- Sources 34% of components from Indian vendors
- Plans to invest Rs. 350 Cr by 2015 to introduce its lineup of premium small cars
- Considering CKD assembly of SUVs like M and GL class.
- Hopes to increase sales by 8 times in the next 8 years. Audi India:
- Intends to unseat BMW as the No.1 premium brand in the next 3 years.
- Q3 launch to take it to No. 2 slot this year.
- Hopes to increase sales by 10 times in 8 years.
- Localization and sharing of infrastructure with other VW brands part of overall strategy. |