Mercedes-Benz India: Premium Strategy Se Sales Gire, BMW Aur Audi Ka Kya Hua?

LUXURY-PRODUCTS
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AuthorAarav Shah|Published at:
Mercedes-Benz India: Premium Strategy Se Sales Gire, BMW Aur Audi Ka Kya Hua?
Overview

Mercedes-Benz India ne CY2025 mein apni strategy change kar di hai, ab focus 'value over volume' par hai, matlab zyada mahangi gaadiyan bechni hain. Is wajah se unki retail sales **2.9%** kam ho gayi hain, total **19,007** units bikri hui. Lekin achhi khabar yeh hai ki average selling price (ASP) **40%** badh kar lagbhag **₹1 Crore** ho gayi hai. Wahi, BMW Group India ne **14%** ki zabardast sales growth dikhai hai.

'Value Over Volume' Ka Game Kaisa Raha?

Mercedes-Benz India ne CY2025 mein ek alag hi route pakda hai. Unhone 'value over volume' strategy ko apnaya hai, jiska matlab hai ki sales quantity se zyada revenue aur profit par dhyan dena. Iska seedha asar yeh hua ki unki retail sales 2.9% kam ho gayi aur total 19,007 units bechi gayi. Lekin yeh strategy kaam kar gayi kyunki average selling price (ASP) 40% badh kar around ₹1 Crore pahunch gayi hai. Company ne top-end vehicles (TEV) aur AMG models par zyada zor diya, jisme 11% aur 34% ka growth bhi dekha gaya. Yeh TEV models ab total sales ka 25% ban gaye hain. Par is premium push ke karan, company ka entry-luxury segment 20% tak shrink ho gaya.

Competitors Kahan Khade Hain?

Luxury car market overall toh 1.6% ke slow growth se chal raha hai. Par is beech BMW Group India ne toh kamaal kar diya! Unki sales 14% badhi hain, total 18,001 units bikri ke saath. Aur toh aur, BMW ne apni electric vehicle (EV) sales ko 200% tak badha diya hai, aur ab unki 21% sales EV se aa rahi hai. Dusri taraf, Audi India ki haalat kaafi kharab rahi, sales mein 22.46% ki girawat aayi hai, sirf 4,510 units bech paye. Jaguar Land Rover ne 5,792 units bechi hain.

EVs Par Focus Aur Market Trends

Mercedes-Benz ne CY2025 mein apni TEV sales mein 20% EV ka contribution dekha, jo ki ₹1.25 se ₹3.10 Crore ke price bracket mein hain. Lekin EV adoption mein BMW unse aage nikal gaya hai. Market trends ki baat karein toh SUVs abhi bhi sabse zyada pasand ki ja rahi hain, lagbhag 47.43% sales SUVs se aa rahi hai. ₹50 se ₹80 Lakh wala price range bhi market ka ek bada hissa (over 40%) cover karta hai.

Aage Kya Hai Plan?

Mercedes-Benz 2026 mein India mein 12 naye models launch karne wala hai, jisme naye electric models bhi honge. Company ka plan hai ki woh apne premium offerings ko aur mazboot kare. BMW bhi 10 naye products lane ki planning kar raha hai. Lagbhag ₹450 Crore ka dealer investment bhi dikhata hai ki company long-term growth chahti hai.

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