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BMW CEO on petrol cars, EVs and E20 fuel

By Sohail Khan 24 August 2026, 10:42 am

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Business News›Industry›Auto›Cars & UVs›BMW has a new luxury car customer in India: CEO Hardeep Singh Brar reveals who is driving the battle with German rivals

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BMW has a new luxury car customer in India: CEO Hardeep Singh Brar reveals who is driving the battle with German rivals

Synopsis

The President and CEO of BMW India highlights the growing luxury car market, particularly driven by younger entrepreneurs and professionals. He says BMW's unparalleled driving experience sets it apart from its rivals and welcomes competition as a driver of market growth. While the company continues to expand its electric vehicle lineup, the CEO expresses a personal preference for petrol cars. Notably, all recently sold BMWs are E25-compliant, aligning with India's ethanol-blending fuel initiatives.

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The Indian luxury car market is changing, and BMW Group India President and CEO Hardeep Singh Brar believes the brand is well placed to ride that shift. From younger professionals and startup founders to first-time luxury buyers, a new generation of customers is entering the segment, and they appear to have an appetite for BMW.

Speaking to at the launch of the new BMW X1 Long Wheelbase in India, Brar spoke about what keeps BMW different from its German rivals, the growing competition in the luxury car market, the rise of Gen Z buyers and why he would still pick a petrol car for himself.

BMW vs German rivals

BMW operates in a fiercely competitive luxury car market. But Brar believes BMW's differentiator is something the brand has been talking about for decades: the driving experience.

According to him, the brand's focus on driving dynamics remains at the heart of what makes its cars stand out.

Brar also pointed to BMW's near 50:50 weight distribution as one of the reasons behind its driving characteristics, saying it makes the car stable at high speeds and through corners.

“Nothing drives like a BMW,” he added, before returning to one of the brand's most familiar phrases: “the ultimate driving machine, joy of driving, sheer driving pleasure”.

BMW welcomes more luxury car competition in India

With several emerging luxury and premium carmakers trying to establish themselves in India, does Brar see a risk to BMW's position?

His answer was straightforward. “Of course, we welcome more and more competition because competition brings the best in us and it also helps us in expanding the market,” Brar said.

Rather than viewing new players purely as a threat, BMW sees a larger opportunity in having more brands attract Indian consumers towards premium and luxury cars.

“So, welcome to all the competition and we will grow the market together,” he said.

BMW targets younger luxury car buyers

As per BMW, one of the more interesting changes in India's luxury car market is the age of the buyer. The segment is no longer dominated only by established corporate executives, doctors and traditional business owners. Younger professionals, technology entrepreneurs and startup founders are increasingly making their way into the luxury car market.

“Gen Z and the younger customers love BMW more than anything else because they love to drive themselves,” he said.

He also highlighted the growing number of startup founders buying BMWs.

“We already had the doctors, the corporate team and the entrepreneurs buying. But this is a new segment, the new tech guys, the new IT startups and general startups, they are all buying into BMW,” Brar said.

For BMW, the appeal of this new customer base goes beyond their age. Brar said younger buyers bring a “completely different perspective” to the brand.

BMW CEO picks petrol over EV for himself

BMW has been rapidly expanding its electric vehicle portfolio, but if Brar had to spend his money on a luxury car today, which powertrain would he choose?

“I am a bit of a petrol head, so I will go for a petrol car,” Brar said.

For Brar, at least, the emotional appeal of a petrol engine still wins.

BMW cars are E25 compliant, says Brar

With E20 petrol now a major part of India's transition towards cleaner fuels and lower crude oil imports, compatibility has become an important question for car owners.

Brar said BMW has already prepared its vehicles for higher ethanol blending.

“All our cars are E25 compliant,” he said.

According to Brar, BMW's cars sold over the past three to four years have been compatible with E25, meaning customers should not have concerns about using E20 petrol.

“All our cars for the last 3-4 years have been compliant with E25,” he said.

“So, we don't have any problem whatsoever on the E20 fuel.”

Brar also backed the government's objective behind ethanol blending, particularly its potential to reduce India's dependence on imported crude oil.

“The intent of the government was to reduce the import bill, which is very, very critical,” he said.

“Very welcome having the E20 fuel in India,” he added.

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