Luxury automobile powerhouse BMW have released their new 3 Series range of luxury sedans in India,  taking on competitors Audi and Daimler who already rule the market in the country. Brand ambassador Sachin Tendulkar unveiled the BMW vehicles at the much-awaited launch that has already created a flurry of excitement among luxury car aficionados across the country.

Starting at $52,000, the BMW 3 Series will sell in both diesel and petrol makes across India’s many showrooms. The new 3 Series will be competing with Audi’s A4 sedans Daimler’s C-class sedans sold under its Indian flagship arm, Mercedes-Benz.

The German automaker released its upgraded 3 series among a frenzy of media attention in an exclusive launch in Mumbai, featuring Indian cricketing icon Sachin Tendulkar. Tendulkar, known for his prowess on the cricket pitch and his appreciation for fast cars, said: “I drove this car this month in London. It felt incredible. To me above all being a car enthusiast, safety is also equally important. I am really impressed. It is absolutely stunning and the interiors are unbelievable. It has got a lot of space. Compared to the earlier ones, this is far more spacious.”

President of BMW Group India Andreas Schaaf told a press conference: “The all-new BMW 3 Series is a vehicle that has an unbeatable profile and is born from pioneering technology, a beautiful design and a lot of passion.”

The BMW 3 Series will be available in two exclusive design schemes — Sport Line and Luxury Line.

The cars are available in a variety of colours including Alpine White and Melbourne Red, Black Sapphire, Glacier Silver, Havanna, Imperial Blue Brilliant Effect and Mineral Grey with a metallic finish.