Price hike for the sake of brand positioning, Well done BMW !

BMW Group India has officially announced a price hike of approximately 2%-5% across all products under BMW & MINI Brands, applied from April 1, 2017. Currently, BMW has 18 cars in this product lineup sold across the 41 outlets. The price range from ₹ 31 lakh and ₹ 2.16 crore (Ex-showroom, Delhi) and this hike will result in an increase by ₹ 62,000 up to ₹ 4.32 Lakh.

MINI on the other hand, has 3 cars in its Indian line-up sold through only 5 exclusive outlets. Their prices range from ₹ 25.70 Lakh to ₹ 37.90 Lakh (Ex-showroom, Delhi) and the hike will result in an increase of ₹ 51,200 to ₹ 75,800.

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The reason behind the sudden hike in the prices according to Mr. Pavah, President, BMW Group India is that the company wants to maintain
its exceptional brand positioning and continue to offer a distinct value proposition to their premium clientele.

It makes complete sense to trade off some of their sales numbers to revive the premium brand positioning. Lately, all the major competitors like Audi, Jaquar & Mercedes have strangled the position with products at all price points. With the price tag a tad bit higher, BMW wants to come across as a more premium option making complete marketing sense.


 

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