BMW Riding in Biking Sector
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After ruling the luxury car market, BMW is all set to launch its premium motorcycle range in the Indian markets. BMW, a German automobile maker is at the final stage of deciding the 'Big' launch.
Keeping the key competitors in mind, BMW has been indulged in rigorous market survey to build a strong base for the launch of its premium motorcycle range. Potential competitors for BMW include Yamaha, Harley Davidson, Honda, Suzuki, and Ducati
Andreas Schaaf, BMW India’s president said “It’s pretty evident the company is interested in getting the bikes here. We are actively looking into it. We will be able to take a decision on the same before the end of the year, may be in a few weeks,”
If the decision materialise, it is going to be a major re-entry for BMW in India after more than 15 years. To sell the F650 in India, the company had tied up with Delhi based Hero group which also caters Hero Honda. But plans dint work well because of the high pricing of the product. BMW then had to shut all its imports, and even sold some units for about half the original price.
BMW is expected to price its bikes above 9 lakh each. These bikes will be directly imported from Germany. Depending on the demand and supply relation, the company may switch to local assembly at later stage.
As compared to the developed countries, Indian premium two wheeler market is way too small. Indeed companies use these markets to support other group brands. Indian market is a little more then 500 units per year. With other experienced players in the market, BMW will have a tough competition.Expected model is BMW K1300S
Schaf added, “There is no risk exposure as such (whether the bikes would succeed or not). It would be done with a long-term perspective. The launch will certainly help the reputation of the BMW brand,”
Talking about the key competitors in Indian market, Ducati ,Yamaha, Harley Davidson and Honda and Suzuki simply import their bikes in India with no local involvement in manufacturing or assembling whereas KTM and Kawasaki assemble there product in India.
