Mini To Enter Indian Market Sooner Than Expected

Published: Friday, August 26, 2011, 18:18 [IST]

Mini, the iconic British small car brand, now owned by BMW, will soon enter the Indian car market. Mini had earlier decided to delay the launch of its models in India but is now considering an earlier launch.

BMW president Andreas Schaaf has said: “ We will decide on the launch of Mini in India in a year"s time. If it is a positive decision, the brand will be in India in 2-3 years."

BMW is apprehensive about Mini's performance in India as its is a small car with a big price tag. Mr Schaaf while speaking about the Mini said: “It"s a premium small car with high price positioning. We have to see if it is big enough to deliver sustainable business case."

BMW has to invest substantially before it can launch the Mini brand in India. It cannot afford to sell fully imported Minis due to the high excise tax. Hence it has to build a separate production line or possibly a new plant before it can launch Mini cars in India. The premium carmaker also needs to establish a new sales network and marketing strategy as Mini will be a separate new brand.

Mini currently has five models in its line-up – the Mini hatch, convertible, Clubman, Country Man and the John Cooper Works.