BMW to up prices by 10% from Jan
"Indian premium market is successful but what worries us is the competitor’s price policy. We will increase our prices and don’t want to go into the discounted pricing route," Philipp von Sahr, BMW Group's month-old new India chief told FE. On Thursday, the company launched the 6 Series Gran Coupe priced at R86.40 lakh.
Higher prices will help offset the negative impact of the weakening rupee (versus dollar) and help the company increase spends on brand building. BMW also sells cars under the Rolls-Royce and Mini brands.
“We want sustainable leadership and it means that we have to keep a price premium. If we go down to the level of the volume manufacturers then we are no longer a premium car maker,” von Sahr said.
But, this does not mean Philipp von Sahr is willing to give up the top spot to Audi, or Mercedes-Benz. Taking the volumes battle further down to the luxury hatchback territory and creating a new segment, the German firm will launch a new entry model — 1 Series — by next year end. Assembly at BMW's Chennai plant would mean prices likely in the R15-20-lakh range.
The flagship BMW 7-series will also be assembled locally by March increasing its
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