The Hindu Business Line : BMW India lines up brand promo efforts

The company, which signed up with ICICI Bank for a preferred financial solution partnership, now plans value-added services such as leasing options for corporates across the country, said Mr Peter Kronschnabl, President, BMW India.

The leasing options would be coupled with annual maintenance contracts to make them a value-for-money proposition. Such services and product support are meant to provide customers with the highest level of ownership experience, he said.

The company is also ramping up its after-sales service by opening exclusive service outlets across the country.

It will open such outlets in several Tier-2 cities after all its 12 dealerships are fully operational by 2008-end.

In the meantime it will offer mobile after-sales service using a modified truck (Eicher light commercial vehicle) for towing services.

This truck will be available with all its dealers countrywide.

The investment for this will be made by the dealership, while support will be given by the company said Mr Kronschnabl said.

Golf cup

In order to promote the brand nationally, the company will organise the BMW Golf Cup for the first time in the country next year. The golf tournament is a worldwide event held across 49 countries. In India, it will be held at 10 different locations, followed by a national-level contest and, finally, the national winner will participate in the global BMW Golf Cup final. Introduction of the Golf Cup is a valuable brand promotion exercise as the sport endorses the company’s target audience in the country. Furthermore, it is also set to offer golf sets as part of their merchandise for the local market, thus promoting the sport and the event. DaimlerChrysler India has been undergoing a similar exercise for some years now.

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