A Memorandum of Understanding (MoU) was signed between ISB and BMW Group India. ISB had approached BMW to give a research grant for studying how India can become an international hub for manufacturing of high-end cars in India. This research project would study domestic penetration and export potential of premium cars from India.
As part of the study, the following activities were completed:
  • Survey prepared and administered for studying consumer behavior to 161 prospective customers (ISB Alumni).
  • Survey prepared and administered for studying consumer behavior to 35 distributors of premium cars in 6 cities of India – Delhi, Mumbai, Chennai, Bangalore, Chandigarh and Ludhiana.
  • Secondary Research on International Experiences by comparing the policies and taxation for domestic sales, manufacturing and exports of luxury cars in India with countries including Brazil, China, Mexico and Thailand.
  • The policies adopted by the foreign markets of China and Mexico towards promoting the sales of premium cars have been studied
  • Price Elasticity Model prepared
  • International benchmarking of auto manufacturing and best practices in promoting passenger car sales and exports
  • Analysed policies and taxations issues related to passenger cars across India, Thailand, Mexico, Brazil   and China
  • Quantitative and Qualitative analysis of production, domestic sales, premium car sales and export data among India, China, Thailand,Brazil and Mexico identifying key takeaways
  • Analysis of primary consumer and distributor surveys
  • Policy analysis and analysis of market dynamics have been completed
  • The report has been submitted to client.