By Ravichandran Srinivasan
In the luxury automotive business, after-sales service plays a pivotal role in shaping customer loyalty and long-term brand affinity. As vehicles become increasingly connected and electrified, dealerships are investing in advanced workshop capabilities, digital technologies and personalised customer engagement to deliver a seamless ownership experience. In this interview with Aftermarket & Service, Anand Prakash, Co-founder & MD, Performance Cars (Infinity Group), shares how BMW Infinity Cars is strengthening its after-sales operations across Delhi NCR through customer-centric initiatives, digital transformation, technician upskilling and operational excellence. He also discusses service absorption, parts management, value-added services, EV readiness and the leadership philosophy that drives the dealership’s continued growth.
Let’s begin with a brief background about Infinity Cars. Could you tell us a little about your footprint in the Delhi NCR market?
Anand Prakash: BMW Infinity Cars operates a comprehensive retail and after-sales network across the NCR. We have two state-of-the-art BMW showrooms at Rajouri Garden and Civil Lines, a fully equipped service workshop for maintenance and repairs, and a BMW-certified Body & Paint Centre in Mayapuri. Together, these facilities enable us to provide a complete premium ownership experience for our customers.
How has your after-sales business evolved over the past few years?
On average, we handle around 475 service vehicles and 75 Body & Paint jobs every month. Between 2024 and 2025, our service volumes grew by around 10%, increasing from approximately 5,800 to 6,400 vehicles annually. As of May 2026, we have already serviced around 2,800 vehicles and continue to witness healthy double-digit growth.
Service absorption is a key indicator for any dealership. Where does Infinity Cars stand today, and what’s the roadmap going forward?
Since Infinity Cars is a relatively newer dealership in NCR compared to some of the other BMW dealerships, our current service absorption ratio is around 65%. Ideally, we would like this to reach at least 85%. As the number of BMW vehicles on the road continues to increase, we are confident of achieving that target by 2028.
Value-added services have become an important contributor to workshop revenues. How do you look at this business today?
Value-added services are not just an additional revenue stream—they are an integral part of enhancing the customer experience. Services such as paint protection film (PPF), engine detailing, interior enrichment and leather protection help customers keep their vehicles in pristine condition. While BMW does not prescribe a benchmark, generating around ₹3,000-4,000 per vehicle through these services is generally considered a healthy benchmark.
Spare parts availability can make or break the customer experience. How do you strike the right balance between ensuring availability and managing inventory efficiently?
We maintain ‘zero wait time’ for regular service parts through accurate forecasting, ABC inventory analysis and careful stocking of fast-moving parts based on historical demand. Real-time inventory monitoring and close coordination with BMW India also help optimise stock levels.
For ageing inventory, we conduct periodic reviews and liquidate slow-moving parts through internal transfers, workshop utilisation or special campaigns. BMW India also supports dealerships through inventory optimisation initiatives and structured buy-back or adjustment schemes.
Customers today expect a seamless digital experience. How is technology changing the way you interact with them, from booking a service to vehicle delivery?
We have largely transitioned to a centralised customer engagement model for appointment scheduling, ensuring consistent communication and efficient lead management. AI-enabled chat support, automated appointment booking and digital reminders are increasingly becoming part of our customer interaction process.
Additionally, since 2025, BMW’s ConnectedDrive technology enables the vehicle itself to notify the service centre when maintenance is due. This reduces unnecessary calls or messages and makes the ownership experience much more convenient.
Beyond quality repairs, what are some of the initiatives that have really enhanced the ownership experience for your customers?
Convenience is the biggest differentiator. Our vehicle pick-up and drop service, courtesy cars, BMW Telematics, transparent digital service updates and dedicated relationship managers all contribute to a superior ownership experience.
We have also introduced the ‘Pick My Car’ app, which allows customers to track the live location of the driver collecting or returning their vehicle. This enhances transparency and gives customers greater confidence that their vehicle is being handled responsibly.
No matter how efficient the operation is, customer concerns do arise. How do you ensure they’re addressed quickly and effectively?
Customer complaints receive the highest priority. Every concern is addressed through a structured resolution process involving the Service Manager and Workshop General Manager before any escalation to BMW India. Regular review meetings, root-cause analysis and customer follow-ups help us resolve issues quickly and effectively.
Do you regularly engage with customers outside the workshop to understand their expectations and gather feedback?
We follow a structured annual calendar of customer engagement programmes, including Customer Meets, BMW Joyfests, product showcases and exclusive owner events. These interactions help us gather valuable feedback while strengthening long-term relationships with our customers.
With BMW expanding its electric vehicle portfolio, how are you preparing your technicians and service advisors for this transition?
Our technicians undergo specialised EV and hybrid training after completing BMW’s technical certification programme. The training covers high-voltage systems, battery technology, diagnostics, safety procedures and EV-specific repair techniques.
Service Advisors also receive dedicated product and technical training so they can confidently guide customers on charging, maintenance and every aspect of EV ownership.
From your perspective, how has the EV charging ecosystem in Delhi NCR evolved? Is it helping customers make the switch with greater confidence?
Charging infrastructure across Delhi NCR and major highways has improved considerably. While it continues to evolve, it is already sufficient for most urban and intercity travel. During customer interactions, we focus on BMW’s home charging solutions and the expanding public charging network, which helps address range anxiety and builds confidence in electric mobility.
One of the biggest challenges for dealerships is retaining customers once their warranty expires. How are you addressing this?
Once the warranty or BMW Service Inclusive package expires, customers often compare our pricing with independent workshops. We address this by educating them about the advantages of authorised servicing, including genuine parts, factory-trained technicians and assured quality.
We also promote special service campaigns and the BMW Joy Rewards programme, which offers benefits ranging from 14% to 30%, making authorised servicing more attractive.
What are the performance metrics that matter the most to you as a dealership leader?
While revenue from parts and labour remains important, customer satisfaction is our most critical KPI. We closely monitor detractors and complaints and use a detailed 5W2H analysis to understand the root cause of every issue.
Every Tuesday, we conduct detailed review meetings with all stakeholders. We also hold a monthly town hall with technicians and floor supervisors because they provide the most practical feedback and often suggest the best solutions. We simply need to keep our ears to the ground.
As Director, how do you divide your time between the showroom, workshop and the other functions of the business?
Time is our most valuable resource, so I allocate it carefully. I spend two days each week with the workshop, two days with sales, one day with accounts and HR, one day with finance, insurance and the pre-owned business, while Saturdays are reserved for accessories and accounts. This ensures every function receives the attention it deserves.
Finally, what philosophy has shaped Infinity Cars’ approach to customer service and long-term relationships?
Our mission is to create customer delight through a personalised and differentiated luxury car buying and ownership experience. We aspire to be a leading luxury automotive dealership by delivering world-class sales and after-sales services. Everything we do is driven by customer centricity, service excellence, professionalism, long-term relationships and premium customer experiences.
In the luxury car business, it is important for the Dealer Principal to personally connect with customers, whether face-to-face or over the phone. If the top management is disconnected from customers, they are unlikely to remain loyal to the brand.
At Infinity Cars, we firmly believe that our relationship with the customer begins after delivering the car.
