BMW India has launched the all-new M440i xDrive Convertible at an ex-showroom price of ₹1.09 crore, strengthening its presence in the niche luxury convertible segment. The model will be brought to India as a completely built-up unit (CBU), reflecting the company’s focus on high-margin, low-volume offerings targeted at affluent buyers.

The launch comes amid evolving demand patterns in India’s luxury car market, where automakers are increasingly introducing lifestyle-oriented products to complement their core sedan and SUV portfolios. The M440i xDrive Convertible is positioned as a premium, performance-focused model that blends everyday usability with open-top driving appeal.

Powered by a 3.0-litre inline six-cylinder petrol engine, the model produces 374 hp and 500 Nm of torque, supported by an eight-speed automatic transmission and BMW’s xDrive all-wheel-drive system. The inclusion of a 48V mild-hybrid system further enhances efficiency and responsiveness, aligning with broader industry trends towards electrified powertrains.

Commenting on the launch, Hardeep Singh Brar, President and CEO, BMW Group India, said, “The all-new BMW M440i xDrive Convertible exemplifies BMW’s passion for combining exhilarating performance with timeless elegance. With its unmistakable design, powerful M tuned performance and refined open top driving experience, it delivers a new expression of sporting freedom.”

With this and upcoming rollouts, the Munich-based carmaker intends to take on its compatriot Mercedes-Benz India in the Indian luxury car market.

CBU strategy reflects premium positioning

By introducing the M440i Convertible as a CBU import, BMW India claims that it is maintaining exclusivity while avoiding the scale commitments associated with local assembly. This approach allows the company to cater to a niche customer base without significant capital investment in localisation.

The pricing and import route also position the model as a halo product, aimed at enhancing brand perception while contributing selectively to overall volumes.

The M440i xDrive Convertible integrates advanced driving technologies such as Adaptive M suspension, M Sport differential and M Sport brakes, aimed at delivering a balance of performance and comfort. The soft-top roof can be operated at speeds of up to 50 km/h, offering convenience alongside its lifestyle appeal.

Inside, the model features BMW’s Curved Display with Operating System 8.5, along with ConnectedDrive technologies such as Digital Key Plus and real-time traffic information. These features reflect the increasing role of digital interfaces and connectivity in luxury vehicles.

Targeting aspirational, lifestyle buyers

BMW India is positioning the M440i xDrive Convertible as an aspirational product for customers seeking differentiation and exclusivity. The company is also offering flexible financing solutions, including assured buyback options, to make ownership more accessible within the ultra-premium bracket.