The Master Blaster wielded a wrench with equal ease as the willow he is familiar with. This was the sight participants were treated to as Sachin Tendulkar tightened the bolts on a BMW 520 Diesel linking its engine and transmission. He was assisted by a three-member team at the German carmaker’s plant in Mahindra World City near Chennai.

Tendulkar was at the event to mark BMW’s formal announcement about launching 15 models this year along with increased investments and achieving 50 per cent localisation in value terms.

Eyes on India Philipp von Sahr, President, BMW Group told reporters that the company sees India as the place to be in for growth. While it may not be adequate competition vis-à-vis other high volume markets, “the future is here and we need to prepare today,” he added. Production follows the market and Sahr said BMW has stepped up its presence systematically over the last eight years. The last two years have been a phase of planning for sustainable profitable growth. BMW has increased its investment to ₹490 crore from ₹390 crore and has expanding its product portfolio this year to include the launch of the Series 1, the X5 and X6 M series.

The focus will be on the premium segment and strengthen brand positioning. "Six months after a purchase, nobody remembers discounts but only the brand experience and that is what BMW is keen on giving to its customers - the sheer driving pleasure," Sahr said. Robert Frittrang, Managing Director, BMW Plant, Chennai, said the facility with a workforce of 550 trained personnel can make 14,000 cars a year.

More models Of the 15 models planned, a few will be made here while some will come in as completely built units. At least three of the launches will be new to this market. The major components sourced locally include engine and transmission from Force Motors; axles from ZF Hero Chassis; door panels and wiring harness from Draexlmaier India; exhaust systems from Tenneco Automotive India; heating, ventilating, airconditioning and cooling modules from Valeo India and Male Behr; and seats from Lear India.

BMW India’s portfolio here includes the 1, 3, 5, 7 series, the X1, X3 X5 and the 3 Series Gran Turismo. It also brings in a wide range of CBUs. The Mini and Rolls Royce are also part of the India product kitty.

As for the 520 Diesel which had the Master Blaster’s touch, Frittrang hinted something special was being planned even while everyone else was tightlipped. Tendulkar, on his part, said the opportunity was a dream come true. “As a child I dreamed of driving a BMW but now I actually got to work on one," he added with obvious glee.

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