MINI India, a premium carmaker owned by BMW Group, is implementing an aggressive growth strategy centered on local assembly of its Countryman C sport utility vehicle (SUV). The brand aims to double its sales volume and retail presence across India by the end of 2026, positioning the locally manufactured Countryman C as a cornerstone of this expansion.
Local Production Drives Growth Ambitions
The MINI Countryman C, now assembled at BMW Group India’s plant in Chennai, was launched with an ex-showroom price of Rs 47,50,000. This localization effort is central to MINI's plan to significantly increase its market share. Florian Kuenstner, Vice President MINI, Region China, Asia-Pacific, Eastern Europe, Middle East, Africa, BMW Group, stated that the company seeks to double its sales this year compared to the 730 units sold last year. He emphasized India's status as a rapidly growing market with immense potential, making local production a critical component of their strategy.
The Countryman C currently boasts a localization level of nearly 50%, which contributes to its competitive positioning in the market.
Expanding Reach to Tier-2 Cities
As part of its ambitious expansion, MINI India plans to double its retail network to 21 outlets across 19 cities by the close of 2026. This initiative will see the brand extend beyond major metropolitan areas into emerging Tier-2 cities. New showrooms are slated for locations such as Jodhpur, Ranchi, Lucknow, Jaipur, Guwahati, and Vijayawada, among others, broadening MINI's accessibility to a wider customer base.
Evaluating Further Localization
Kuenstner indicated that the success of the Countryman C's local production will inform decisions regarding the localization of other MINI models. Should the Countryman C receive a strong market response, the company is prepared to continue investing in local manufacturing capabilities for its broader portfolio.
Electric Vehicles Gaining Traction
MINI has also observed a notable increase in electric vehicle (EV) sales, a trend partly attributed to rising fuel prices in India. Currently, the all-electric Countryman is the only EV offered by MINI in the Indian market. Kuenstner highlighted that approximately one in three MINIs sold in India is now electric, underscoring a faster adoption rate for EVs in markets experiencing fuel price hikes.