It is not just India but the world who would witness German carmaker, BMW's strategic shift from small cars to luxury cars as well as coupes. In a general body meeting held in Munich on 11th May 2017, Chief Executive, Harald Krueger said, “The 8 Series Coupe will debut next year. We are refreshing our entire product portfolio and strengthening the performance side. Our strategy will focus on the luxury segment, where there are margins to be earned.” Krueger continued to emphasise on the 'significant' improvement of BMW's lineup as well as increase revenues by 2020. The company is planning to incline more towards performance-oriented cars which may work in its favour, but what about a fast-evolving country like India, particularly in terms of the automotive industry?
The question that still is begged to be answered is that will performance-oriented cars come to India. Supply and demand play a key role in the sustenance of every business which is why it is important for any company, be it automotive or not, have a strategy in place for what people want versus what a developer or manufacturer is providing. Coming back to the automotive industry, the Indian audience is warming up to performance-oriented cars, however, it is still a price sensitive market in the country which expects a company to offer the best 'bang for your buck' theory. Therefore, it makes complete sense for BMW to bring in performance-oriented cars in India, however, at what price.
The recently introduced lot of performance-oriented cars is way more reasonable than a BMW M3 or M4 and so on, however, the reason for their value-for-money proposition can safely be expected to be the price sensitive market that is present in the country. The idea of bringing an 8-Series in India would open new avenues for the carmaker, however, there is a lot of ground for the Indian commuter to cover, particularly in terms of safety, awareness about road rules and self-preservation while riding a motorcycle or driving a car. Although performance is a different beat, but, before performance-oriented cars are considered for India, it is high time the conscience of the common man about following rules to keep one safe are inculcated.