BMW showrooms in India to have dedicated ‘M’ zones

BMW M showroom in Germany. (Representational image).

BMW India aims to intensify its efforts to grow the sales of its performance-oriented models under the sub-brand ‘M’. And, as such, the German luxury carmaker is currently revamping its retail network in India with its ‘Retail.Next’ concept, which will establish dedicated ‘M’ zones inside these brand outlets.

“There will be dedicated ‘M’ areas having separate themes and livery that relate to BMW’s racing spirit, and the core motive of offering sheer driving pleasure to customers, within every showroom as part of the Retail.Next concept,” Vikram Pawah, president of BMW Group India, told media in New Delhi.

BMW inaugurated the first of its revamped luxury car outlets in Agra, Uttar Pradesh, in December 2023. The store has a three-car display zone, a lifestyle and accessories area, and a workshop with three service bays.

The company is also planning to increase its touchpoints of BMW and Mini brands from the existing count of 63 in 35 cities to 80 outlets in 43 cities by end-CY26. Unlike the corporate identity makeover, which involves the revamp of car showrooms with new brand logos and furniture, BMW says the Retail.Next strategy is much beyond aesthetic updates.

BMW M line-up in India and sales

Pawah pointed out that while enthusiast-oriented models like the M2, which was introduced last year with a manual transmission have been received extremely well in India, these cars belong to a niche segment, and therefore, remain low in numbers. “The M products have been growing rapidly, and are expected to grow further, but their overall numbers are quite small,” he said.

However, the company says the introduction of the M340i, X3 M40i, and X4 M40i has played a key role in expanding the sales of the M offerings within the BMW portfolio in India.

Also See:

BMW India sales up 18 percent in 2023

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