New Delhi: As part of its plans to ''''redefine the luxury car market in India'''', president of BMW India, Peter Kronschnabl today inaugurated the latest state-of-the-art dealership, Deutsche Motoren, at the Mohan Co-operative Industrial Estate on the Mathura Road in the National Capital Region.
The 45,000 sq ft state of the art facility, owned by the Kapoor family, will support BMW in India in sales and distribution, as well as service delivery as per BMW standards. 10,000 sq ft of the space is devoted to retailing BMW cars in India, with the remainder housing the service bays, body shop, parts and body panel inventory, a unique exhaust emissions management system, and an electronic diagnostic centre that programs the BMW''s exhaustive on-board computers.
The dealership is manned by 55 people, of whom 40 will work towards delivering BMW standards of service, in a workshop unlike any other in India.
According to Kronschnabl, the facility has been designed by BMW Munich, and sports a luxurious VIP lounge for customers to enjoy the offerings of the bar, while being entertained on a huge LCD television hooked up to a B&H audio system.
Developing its distribution network in the country, BMW, according to Kronschnabl, will soon take its dealership count to 13 with the next two years, and will have ''4S'' facilities offering showroom, spares, service and systems support across smaller cities in India, in keeping with BMW''s policy of commitment to its customers, by not selling cars in geographies that it cannot support in terms of service.
Talking about the international purchase office (IPO), BMW''s global sourcing initiative, which is based out of Gurgaon and commenced operations in August this year, Thomas Thym, Head of the function in India said a team in Chennai team looks after local purchases for BMW''s plant there, and his office at Gurgaon manages export opportunities and other purchases.
The office manages processes related to supplier identification, inviting quotations, nominations of suppliers and their development to BMW''s quality standards, along with logistics, and supply chain management.
On sales numbers, Kronschnabl was happy that BMW had sold 1350 cars in March to December 2007, against a target of 1000 cars for the financial year, putting it ahead of its own predictions.
To penetrate the Indian market better, he emphasised that BMW would be looking at more ''dealer partners'' across the country, starting with Pune, and followed by Cochin, Ahmedabad, and Kolkatta, along with plans to establish a strong service presence in tier two cities with a view to ''loyalise'' customers.
Deutsche Motoren will officially open its doors to the public on Monday, 10 December.