Recently I came across an advertisement on TV that showed, very conspicuously to car guys, the illuminated grille of what could be a promising entrant from an established player in the Indian Exotic Car market: the electrifying new BMW i8.
BMW i, the hybrid sub-brand of BMW, had its birth at the 2009 Frankfurt Motor Show. The Vision ED looked absolutely jaw-dropping, with its blingey grille, scissor doors and the way it sat over its tyres. Since then, BMW have been hard at work making a Vision come true. The result, as you can see, is extreme to say the least. A 0-100 kmph time of less than 5 seconds, and an average fuel economy of 40+ kmpl was a dream come true for many motoring aficionados around the globe. Delivering on their promise, the Bavarian Giant opened its doors to the public from London. Then BMW dropped another bombshell, they promised to bring the brand to India. It was touted to be an insane move, sure to bomb.
Currently the only EVs on mainstream sale is the Mahindra e2o. Not so good-looking or practical. As a typical Mahindra trait, it is, relatively speaking, shockingly cheap. So we can't really expect people to fall for a 6M+ electric hybrid, since most people aren't patient enough to let the car charge before riding(what if power cuts off ?).
A common argument a common man would have is :
40+kmpl sounds absolutely mind-boggling, but let's face it, people able to pay that much for a car aren't exactly looking for economy, are they ? Add to that the fact that massive SUVs galore at that price range (enter the Jeep Grand Cherokee), and even some accomplished executive saloons (cats, stars, propellers, rings, even a manhood badge), people would shy away from this car, just because of the trust they place in the old players.
But one of the players is finally shaking off its "Der Alte" tag, (Mercedes-Benz too big a threat. Will discuss it further.), to present an entirely new face of its global operations.
Lets look at the BMW i8 in detail:
http://www.bmw.com.ag/com/en/newvehi...ical_data.html
As you can see, this particular car is full of features we don't need, and offers features that we lust for at a too high price. Should not find too many takers, wouldn't you say ?
But let's think it out a bit here.
The Honda Jazz was an absolute VFM+ product, given its space, performance, looks, FE, and the bulletproof reliability that is inherent of all Hondas. All in all, a damn good car. But it failed miserably. Why? Simply because at its price one could buy a proper 3-box sedan, and a hatchback was seen as too downmarket, lacking the machismo of sedans and SUVs. For many years the premium hatchback segment stayed stagnant.
But the imminent arrival of the Merc A-class changed things. Prior to the launch, Mercedes-Benz India were highly discouraged from launching a 20lakh+ hatchback, and for good reason too. It would take a hardcore enthusiast to leave a Fortuner and buy a hatchback. So the A-class then was a scapegoat, to test the dangerous waters of this highly unprofitable market.
But the A-class successfully turned the hatchback business on its head, having garnered 400 bookings in the first month after its launch. The premium hatchback space was finally open to other contenders, with BMW quickly pitching in with their 1series, Volvo launching the V40 CrossCountry, and even Mini starting CKD operations for the Countryman, to be followed by the Cooper. VW also took a step in the right direction by launching the Polo GT TSI and GT TDI. Time is ripe for A3, A1, Megane, Clio, Twingo, Focus, Fiesta ST, Scirocco, Golf and other hot-hatches to enter, eh?
Back to the topic then. The unexpected success of the A-class finally gave the confidence to many auto-giants that India was ready to take the next step in the automobile business, that of accepting the unusual. The i sub brand introduction is just one side of the coin. The i8 is the beginning of the standard top-down approach, with the i3 to follow (Frankly, this car is not so good as the i8).
What this means in the broader sense is that every niche is getting a taker. Luxury hatchback, compact SUV, MUV(case in point the B-class), even stepped up hatches(Cross Polo, V40 CrossCountry, Punto Adventure, Liva Cross), you name it, someone wants it. And the number of someones is increasing exponentially.
The implications of this are huge. If the i8 becomes successful in the Indian market, we can safely expect other brands to follow suit(Tesla, anyone ?). As a hybrid, if it is successful, many EV brands could set up their operations here. And as a sportscar, if it is successful, we can expect BMW to follow it up with a slew of launches from their //
M division. And if M is here, why should AMG and RS-line stay behind ? After all, last week heralded the welcome of the Audi RS7 in India.
Overall, after a slow 2013, 2014 is going to be a whirlwind of launches, updates, refreshes, and totally bonkers surprises !!
Can't wait !!