BMW, Mercedes, Ford & Fiat opens lounges to boost brand image

BMW’s lounge in New Delhi

If you love food, wine and fast cars, this is where you want to go carmakers like Fiat, Ford, BMW and Mercedes are busy opening cafes and lounges in the country to attract customers and boost the sagging sales by pulling in prospective customers as well.

Italian carmaker Fiat, desperate to check sagging sales in India, will open its signature cafes in capital city New Delhi and Pune (India’s eighth largest metropolis), next month.

The cafes, to be run in tie-up with Lavazza, will have Fiat cars displayed in a lounge environment replete with pasta and other Italian food and aromas of espresso wafting in. Along with impressive Italian ambience the lounge will exhibit a cultural space for film screenings, theatre and artwork.

“The idea is to bring out the Italian-ness of Fiat while introducing the style and technology to consumers,” says Fiat India vice president, Commercial Vehicles, Ravi Bhatia.

Ford India temporary Fiesta cafes in malls  Last week even luxury automaker Mercedes-Benz India unleashed a star lounge at the Delhi International Airport. There at the lounge, Mercedes has displayed its sports car SLS AMG with a princely café for the existing customers.

The Director – Marketing & Sales of Mercedes-Benz India, Mr. Debashis Mitra expressed, “When it comes to luxury retailing, you are not just selling cars but a lifestyle. We realized we could not just expect customers to visit us; we had to reach them where they are too.”

India’s top luxury carmaker BMW’s lounge is also operative since three years in New Delhi  now, plans to open a second lounge in Mumbai this year, and Ford India has set up temporary Fiesta cafes in malls across New Delhi, Mumbai and Bangalore, till the end of August.

Also see – Mercedes-Benz India sets-up Star Lounge in Delhi International Airport

Image credit – Zigwheels