Ola taps BMW for luxury cars in India

Getting to work and to parties in style will soon be very affordable in India.

Cab-hailing service Ola has partnered with carmaker BMW India to strengthen its 'Ola Lux’ luxury offering. The announcement comes weeks after the country’s biggest ride-hailing service roped in Mahindra & Mahindra as a partner.

As part of the new partnership, the Indian subsidiary of German carmaker will offer 100 percent financing for up to four years to aspiring drivers at low interest rates. Additionally, the drivers will also receive after-sales support and guaranteed buyback, the two companies said.BMW India said its certified instructors will also train drivers about safety systems in its cars.

The new tie up further crystallises Ola’s intention to make it more feasible for drivers to own cars. This in turn helps Ola increase its network with more drivers. Affordability of cars is one of the biggest hurdles that an aspiring driver faces, analysts say.

"We are delighted to partner with BMW, a brand synonymous with luxury in India. Through this partnership, Ola will strengthen its presence in the luxury mobility segment, an area that we believe has tremendous potential. With the inclusion of BMW cars in Ola fleet, our customers will now have an opportunity to travel in complete luxury at the click of a button," Mr. Pranay Jivrajka, Chief Operating Officer, Ola said in a press statement.

India's cab aggregation market, valued at $12 billion, is heating up. Both Ola and its rival Uber are trying to get more drivers to sign up for their platforms and become exclusive partners. Last year, Ola partnered with Nissan Motor India to buy and lend cars to its drivers.

Last month, Uber announced plans to make it more affordable for drivers to own cars. The company is utilizing Xchange Leasing to offer leases to drivers. The company said it was aiming to help especially those drivers who are not able to get a credit line from a bank or a car company.