German automotive major BMW Group has launched the all-new MINI Countryman C SUV at its manufacturing unit in Chennai. This marks a significant step in the company’s ‘Made in India’ strategy for the premium MINI brand. The launch comes amid growing optimism in the luxury segment, particularly around electric vehicles and expansion into smaller cities.
In an exclusive interaction with Shine Jacob, Hardeep Singh Brar, President and Chief Executive Officer of BMW Group India, highlighted the strong momentum in electric vehicle adoption. He noted that the EV share in the company’s total sales has already reached 21% and could climb to 30% even before the government’s 2030 target. Brar expressed confidence that sustained demand, coupled with new product introductions, would accelerate this growth.
Commenting on the performance of MINI in India, Brar mentioned that electric variants already account for around 30% of MINI sales, demonstrating healthy customer acceptance of electrified models in the premium segment. He emphasized that the company is aligning its offerings with evolving customer preferences while continuing to offer a balanced portfolio of internal combustion engine and electric vehicles.
Tier-II and Tier-III Cities: The Next Growth FrontierWhen asked about BMW’s strategy for Tier-II and Tier-III cities, Brar revealed an ambitious expansion plan. The company is currently present in about 40 cities across India and aims to reach 50 cities by the end of the year. He clarified that BMW does not view these markets as purely rural, stressing their growing importance for sustained growth.
“For BMW, the top 10 cities in the country contribute around 75 per cent of our sales, and the rest of India’s share is about 25 per cent,” Brar said. The company is actively increasing its dealer network and touchpoints to tap into the rising demand in smaller cities, where affluent customers are increasingly looking at premium German brands.Brar also touched upon broader industry factors, including the potential benefits of the India-EU Free Trade Agreement and the booming small-city luxury car market. He reiterated BMW’s long-term commitment to India, aiming to position the country among its top 15 global markets by 2030 through a combination of local manufacturing, product localization, and aggressive network expansion.
The launch of the MINI Countryman C, described as “a new kind of BIG,” is expected to further strengthen BMW Group’s presence in the premium SUV space while showcasing the capabilities of its Chennai plant. With rising EV demand and deeper market penetration, BMW India is well-poised for robust growth in the coming years.
