Word: kronschnabl
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...around that, BMW and Mercedes assemble some of their models locally, cutting the taxes in half. When BMW first arrived in India, it discovered that the customers who could afford a luxury car were not used to going out of their way to buy it, says Peter Kronschnabl, president of BMW India. In the past, a car would be sent to the home of a prospective buyer, who would decide by the look of it in the driveway whether to purchase it or not. So the company began investing in a larger network of dealerships, opening 18 showrooms around...
...hired driver is also common practice among India's socioeconomic élite, BMW also had to change its sales pitch to suit a buyer who might never even sit in the driver's seat. "When we get in contact with a customer, we show the backseat as well," says Kronschnabl. "We don't only focus on the driving experience because the [hired] driver experiences the driving; the owner experiences the backseat." Because the backseat rather than the driver's seat is a big selling point, unlike in most markets, bigger and more expensive BMW 5 Series sedans outsell the more...
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