BMW talks about positioning the MINI brand in India

Come 2012 and BMW will be launching the iconic MINI brand in India. MINI will bring their entire product line up to India which consists of the MINI Cooper hatchback, the MINI Cooper Coupe, the MINI Countryman, the MINI Cooper Convertible, and the MINI Clubman. 

When questioned about the pricing of the MINI range of cars Dr. Andreas Schaff commented that pricing will start from Rs. 25 lakhs for the MINI range of cars. That seemed to sound a little contradictory as MINI’s parent company BMW has decided not to bring their 1 Series hatchback here in India as they think that the Indian premium car market is driven by snob value which in India means a saloon type body construction or an SUV. This means that MINI’s cars will not be well received here as a hatchback not viewed as a premium car.  

However, Dr. Schaff says that the MINI brand is backed by iconic history and heritage which over the years has made it a cult brand. This cult status of the MINI brand will help clock the sales figures. Dr. Schaff of course said that the MINI range of cars will not be mass market cars as the market for luxury hatchbacks in India is a small one. BMW expects the Indian luxury car market to grow significantly in the near future and as such demand for MINI cars will rise too. 

Dr. Schaff continued that ten years ago when they re-launched the MINI brand as a premium brand people where not very sure about the brand’s future. But BMW has made it such a huge success over the past decade that the brand has evolved from its humble origins to become a cult status. And BMW’s confidence in the MINI brand which has risen once again to its cult status is reflected in the expansion of the MINI model line-up. Here in India BMW expects the MINI brand to have a success story of a different kind, but a success story nonetheless. 

When MINI launches in India they will open three dealerships, two in Mumbai and one in New Delhi. There does exist a group of petrolheads in India and for that lot MINI’s India entry will be a welcome one.