Hardeep Singh Brar, President & CEO, BMW Group India The luxury car market in India is witnessing exciting times despite the geopolitical headwinds. Hardeep Singh Brar, President & CEO, BMW Group India, has just completed his first 100 days as the top boss of the German luxury carmaker’s India operations. In this exclusive conversation with ETAuto, he reflects on his initial days at the helm, and shares insights on the company’s post-GST momentum, portfolio mix the company is looking at in view of accelerating shift towards electric mobility and, of course, what’s next from the brand stable. Also watch: BMW India eyes strong double-digit growth by year-end: CEO Hardeep Singh Brar
Edited excerpts:
You’ve just completed 100 days as CEO of BMW Group India. What was your initial plan and focus during this period?I officially took charge on September 1, but even before that, I was getting immersed in the BMW world in Munich. It was an incredible experience—BMW Museum and BMW Welt are must-visit landmarks for anyone passionate about automobiles.
My first month coincided with the GST rate cut announcement on August 14, which initially paused business activity but proved beneficial in the long run. Despite having only nine business days in September, we achieved remarkable growth—40 per cent month-on-month and over 40 per cent year-on-year.
Cumulatively, our growth for the first eight months was 11 per cent, which has now risen to 13 per cent. Gaining 2 per cent in a single month means September alone saw around 30 per cent year-on-year growth. The momentum has continued into October, and we’re on track to close this year with strong double-digit growth.
Apart from the GST cut and festive sentiment, what other factors have driven this performance?
The GST rate cut and Diwali have both been major tailwinds. Our all-electric iX1 is performing extremely well, with waiting periods extending from two to three months. The new X3 has also been well received.
In fact, the entire portfolio has bounced back strongly after the GST revision. Demand has been robust across models, reflecting renewed consumer confidence.
BMW has a broad product portfolio—from entry-level models to the flagship 7 Series. Which segments are performing best, and where is your focus now?
Every segment has benefited from the GST correction, particularly the entry level. Price drops between 3 per cent and 10 per cent have narrowed the gap between mass-market and luxury vehicles, prompting many first-time luxury buyers to consider the X1 and iX1.
Our flagship i7 and 7 Series continue to lead their segment. BMW’s battery electric vehicle (BEV) contribution now stands at 21 per cent, compared to the industry’s 3.5 per cent, making us the leader in luxury EVs.
India’s EV target for four-wheelers is 15 per cent by 2030, but we’ve already surpassed that mark. We expect to cross 30 per cent BEV share by 2027—three years ahead of schedule.
We’re also expanding our footprint from 35 cities today to over 50 by the end of 2026. Additionally, our residual-value assurance and attractive financing options have made BMW ownership more accessible, while our cost of ownership remains among the lowest in the luxury segment.
How are macroeconomic and geopolitical factors shaping India’s luxury car market, especially after the GST revision?
Before the GST rate cut, several headwinds—tariff structures, IT sector layoffs, and stock market volatility—had dampened sentiment.
Now, the overall automobile industry should grow by about 5–6 per cent, up from 2–3 per cent earlier. The luxury segment, in particular, is expected to grow around 9–10 per cent. The GST cut has clearly given the market a structural boost, not just a temporary spike.
So, you expect this growth to sustain in the coming quarters?
Absolutely. The demand uptick is not temporary—it reflects renewed consumer confidence and affordability across segments.
BMW leads the luxury EV segment. What will your portfolio look like by 2027? Will it be more of EVs or will it be the mix of EVs and hybrids?
Our approach is flexible and market-driven. We don’t set rigid BEV targets; instead, we evolve with customer demand.
If the market slows and we’ve overcommitted to EVs, we risk excess inventory. Conversely, certain fuel types—like diesel—have shown unexpected resilience, still contributing around 18–20 per cent.
Hence, it is important to keep reading the market, adapt to trends, and maintain the right balance.
You’ve seen India’s automotive evolution across multiple brands. How do you view today’s luxury car customer? Is there any new segment you are particularly eyeing?
The profile is changing rapidly. Many startup founders and younger professionals are entering the luxury space—they have new wealth and want to experience brands that reflect their success.
Today’s buyers value not just the car but the entire brand ecosystem—the experiences, events, and lifestyle associations. BMW’s engagement with golf tournaments, art fairs, and vintage rallies resonates strongly with this audience.
Our experiential platform “Joytown” has been a huge success in connecting the brand with younger, experience-seeking consumers.
The pre-owned segment often serves as an entry point into luxury brands. What’s BMW India’s strategy here?
The used-car business is indeed critical. Most luxury customers are existing car owners, not first-time vehicle buyers.
We’re strengthening our focus on the pre-owned segment and expect to have a clear roadmap by early 2026. We’ve started small but see this as a vital growth pillar for the brand in the coming years.
Are there any new product launches planned for the remainder of the year?
Yes, we’re gearing up to launch the Mini Countryman JCW ICE within the next two weeks. The excitement is high, and it looks like the model will be sold out even before its official launch.
Limited editions and personalisation have become popular in the luxury market. Can we expect more such offerings from BMW?
We’re evaluating several options. For now, the Mini Countryman JCW and the upcoming Mini Cabriolet are our key highlights. Beyond that, we have some exciting plans for 2026, which we’ll announce at the appropriate time.
