BENGALURU: The all-new BMW X6, the only Sports Activity Coupe (SAC) in the world was launched in India on 23 July. The company has planned a multi-media campaign that includes print, television, outdoor and digital, which will be unleashed in a week. The New Delhi ex-showroom price of the BMW X6 xDrive40d is Rs 1.15 crore.

BMW Group India president Philip von Sahr said, “BMW established the SAC segment with the introduction of BMW X6 and continues its remarkable success story. The BMW X6 was the first of its kind and the second generation once again perfectly combines quintessential BMW X qualities with elegance of a BMW coupe. The all-new BMW X6 with the M Sport package sees BMW once again setting the benchmark for extravagant, emotive design, luxurious interiors and extensive customisation options. The sporty exterior of a coupe and equally impressive dynamism and agility makes the all-new BMW X6 the most attractive and distinctive car both on the road and off the beaten track.”

“Luxury has always been written with an X. To the very last detail, the all-new BMW X6 offers a unique synthesis of luxury, sporting dynamics and powerful style creating an excitingly different driving experience for our customers. The superior handling characteristics and thrilling driving dynamics bends the laws of physics, instantly propelling this exceptional vehicle to its rightful position as the king of the road,” added Sahr.

BMW Group India marketing director Frank Schloeder told Indiantelevision.com, that the company was working with Ogilvy & Mather (O&M) for the creatives including a TVC and was also in the process of chalking out plans with Vizeum for media buying.

With its three brands, BMW, MINI and Rolls-Royce, the BMW Group has its sight set firmly on the premium sector of the Indian automobile market. Along with its automotive concerns, the BMW Group's activities in India comprise the marketing of motorcycles, as well as financial services for its premium clientele.