BMW is using a new and innovative way of penetrating low volume markets in seven states by launching, BMW Mobile Showrooms. The new low-cost showrooms will visit tier-II cities that can be covered under existing sales and service networks including Karnal (Haryana), Agra (Uttar Pradesh), Dehradun Uttarakhand), Jamshedpur (Jharkhand), Patna (Bihar), Bhopal (Madhya Pradesh), and Nashik, Maharashtra
Speaking on the initiative, Andreas Schaaf, President of BMW India, said that the weather proof air-conditioned showrooms would give potential fans and customers in these areas a chance to participate in the BMW experience. Along with the showrooms, BMW will also be offering 100 per cent finance on all models that will be on display.
The concept of a mobile showroom has always been one that was associated with the low-cost high volume manufacturers. BMW is the first luxury car manufacturer to venture down this road. The concept of a mobile showroom helps the manufacturer avoids the cost of setting up and maintaining a full showroom, a move which seems relevant in the current economic climate. The BMW Mobile Showroom will feature a 4 car display, a reception area and a VIP lounge and will have facilities for customers to undertake test drives also.
