BMW 2009 Annual Report Download - page 204

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But a closer look reveals the Indian subcontinent to be a market with tremendous
potential. India did not open up to the world market until the early nineties – but
today it is often referred to as an “awakening elephant”, with gross national product
growing by an average of seven percent, year after year. And with average income
climbing 14 percent per annum, the Indian middle class is now larger than the
population of Germany. This enormous momentum is also seen in the automobile
market,
which has doubled in size to approximately 1.8 million cars within four
years, and includes more and more high-end premium vehicles. For an automobile
manufacturer, right now India is the place to be.
“India has traditionally been a small-car market – primarily because of the strong
demand for cheap mobility,” claims a current market analysis from the consultancy
Ernst & Young. “But we are also seeing an upward trend among consumers,
triggered by rising incomes, changes in customer preferences and a desire for
upward mobility.”
In other words, India is a prime example of an emerging market. It has become a
remarkable success story for the BMW Group. To understand how, it is important
to talk to the people who are involved with the company in the country: To people
like Rahul Chawla, for instance, an enthusiastic BMW customer from New Delhi.
Or Yadur Kapur (New Delhi), one of 16 dedicated BMW dealers across the country.
Or Dhimant Desai and his colleagues responsible for building vehicles to German
quality standards in Chennai in Southern India.
A special report.
1 Comfortably wending its way between rickshaws and temples: a BMW built in India
2 Rahul Chawla enjoys a rare moment behind the wheel of his BMW 525i.
Germany Vehicles per 1,000 inhabitants
Population, Germany: 82.2 million
India Vehicles per 1,000 inhabitants
Population, India: 1.2 billion