Spreading joy amongst the rich people of a country which has the 3rd highest number of billionaires in the world is BMW India. In just 5 years, the World’s No.1 Luxury car brand has spread its wings across the length and breadth of the country with 40 touch points. Decoding Indian Luxury Market in BMW way was Christian Saffer, Marketing Director, BMW India, speaking at the Delhi leg of Pitch CMO Summit 2011.
Christian began his address by sharing impressive data on the growth of BMW in India, a testimony to the fact that Indians are not behind any other country when it comes to spending on luxury. From just 1300 in ’07 to 3000 in ’08 to 3600 in ’09 to whopping 6400 in 2010, BMW has seen double digit growth all these years. Supporting these numbers is also the fact that the number of Ultra Wealthy people in India are expected to rise from 62,000 in 2010 to 2, 22,000 by 2015.
No compromise on brand experience has been the reason behind this success, revealed Saffer mentioning, “We have expanded pan India to create more and more touch points for our consumers to let them experience the brand firsthand. Be it our showroom in Surat or Delhi, there is no compromise on the quality of services and experience. We are committed to delivering joy to our consumers and that’s what makes BMW the No.1 premium car brand in the world and in India.”
Christian however, agreed to the fact that people are not buying the car in India based on its performance or the technical marvel, but more because of the halo associated with the brand. “We have established the brand in India. Our endeavours now will be to let our users have deep knowledge about the car and the sheer pleasure associated with it,” pondered Christian.
When it comes to communication, BMW has clearly taken an edge in terms of connecting with its fans by making more and more use of on-ground events - be it new car launches, golf tournaments or in-showroom activities attended by more than 15,000 people. The brand has also taken a lead in connecting with the youth, organizing special shows just for them. Sharing the idea behind these activities, Saffer explained, “We don’t make cars, we make joy and we want to take this experience of joy to all our loyalists. Youth is very important for us as they are the future buyers. Innovation is our backbone whether in our machines or our communication. Word of mouth is the biggest differentiator for us but we make sure we don’t limit ourselves to only TV and print and take our message out through OOH and digital too. Our Golf Cup International is a coveted event amongst Golfers in India. Our launch events are spectacular and mesmerizing again holding true to our promise of delivering an unmatchable experience.”
Christian enthralled the audience at Pitch CMO summit showcasing breath taking audio visuals from some of the launch events of BMW cars in India. He concluded, “The Joy we give to our consumers is future proof and independent of any complexities in the market. A BMW aspirant will always become a BMW owner sooner or later. The joy of ownership of BMW is symbolic of the joy of life, True values, progress, success, beautiful things, design, performance, power and of course driving!”