Audi India plans comeback with new models, EV push and 40 showrooms
Audi India aims to nearly double its luxury car market share in 3-5 years through new launches, dealer expansion and an EV return.
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Audi India is working on a major expansion plan to strengthen its hold on the country's luxury car market. The company is focusing on three things at once: quick launches of new models, expansion of its dealer network, and a fresh entry into electric vehicles. Audi currently holds about 8 percent of the luxury car market and aims to take this to nearly 16 percent over the next 3 to 5 years.
This new line-up will begin with the Audi Q3. The new-generation Q3 is likely to launch in October. It will be followed by the Audi A5 and the company's flagship model, the Q9, in the Indian market. The company is looking to use these new models to make up for the gap left by an ageing product portfolio. Bookings for the Q3 have already opened in India, with customers able to book the car with a token amount of Rs 1 lakh.
Expanding the dealer network is also a key part of this strategy. Audi India currently has 29 showrooms across the country and plans to take this number to 40 by next year. The company wants this expansion to go beyond big cities, extending its reach to tier-1, tier-2 and smaller towns as well, so that customers in smaller and mid-sized cities can access Audi alongside those in major metros.
Alongside this, Audi is preparing to re-enter the electric vehicle segment in India in a big way. The company is finalising an EV for India and is also exploring local assembly or local manufacturing. Since import duties push up EV prices, local production could allow the company to offer more competitive pricing, making the car relatively more affordable for Indian customers.
To improve the customer experience further, Audi is also renovating its showrooms. This is being done under the concept of "progressive showrooms", with a focus on more digital facilities, interactive zones and an improved sales process. With new cars, an expanded showroom network and a new electric vehicle strategy, Audi India is preparing to grow its share of the Indian luxury car market once again.
