BMW India intends to increase sales of its performance-oriented models under the sub-brand M.
As a result, the German luxury carmaker is currently redesigning its retail network in India with the Retail.Next concept, which will create dedicated M zones within 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,” President of BMW Group India, Vikram Pawah, said as quoted by Autocar India.
In December 2023, BMW opened the first of its revamped luxury car dealerships in Agra, Uttar Pradesh. The store features a three-car display zone, a lifestyle and accessories section, and a workshop with three service bays.
According to Autocar India, the company also intends to increase the number of BMW and Mini touchpoints from 63 in 35 cities to 80 in 43 cities by the end of fiscal year 2026. BMW claims that its Retail.Next strategy goes far beyond simple aesthetic changes, in contrast to its corporate identity makeover, which consists of redesigning auto showrooms with new brand logos and furnishings.
BMW India: What is Retail.Next?
Retail.Next is a comprehensive and progressive approach that prioritises customer-centricity, flexibility, sustainability, and best-in-class premium experience. The holistic approach emphasises new processes, digital tools, and roles in addition to new designs. The foundation is built on a seamless phygital (physical and digital) engagement that places customers and products at the centre. The retail experience reflects BMW’s iconic status through a refreshed design and floor plan layout that creates an easy, warm, and welcoming premium atmosphere at dealerships. Sales and Service has a premium overall appearance, with one entrance and one floor under a single ceiling.
The Retail.Next dealership facility maintains extremely high-quality standards in all Service, Spare Parts, and Business Systems processes to ensure that customers have the best pre and post-sales ownership experience possible. BMW Financial Services India also provides appealing financial solutions to customers. Customers can take advantage of attractive financing and insurance options for the products of their choice.
BMW M Line-up in India: Details
President of BMW Group India, Vikram Pawah went on to say that while enthusiast-oriented models like the M2, which was introduced last year with a manual transmission, have been well received in India, these cars are in a niche segment and thus remain in short supply, as per Autocar India. However, the company claims that the introduction of the M340i, X3 M40i, and X4 M40i has played a critical role in increasing sales of the M offerings within the BMW portfolio in India.
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