Audi India has hit a major milestone by selling its 1,00,000th car in the country. This achievement comes over 15 years after the German automaker first established its presence in India, a market the company considers complex. In order to mark the celebration of this milestone, the company has also launched the Q8, priced at Rs 1.17 crore, ex-showroom, as its flagship model in India.The Q8 is available as a CBU (Completely Built Unit) and comes in eight exterior and four interior colour options.
This model, like its other siblings, will be aimed at Audi’s customers, especially those under 50, who represent more than 70 percent of the brand’s buyers, revealed Balbir Singh Dhillon, Head of Audi India. “If we further break it down, around 42 percent of Audi buyers in India are below 42 years of age. Also, 11 percent of Audi’s sales come from women”, he added.
Audi sales: SUVs play king even in high-end segments
It’s no secret that the Indian market is aggressively shifting towards SUVs, with more buyers choosing them even in high-end segments. Audi’s SUVs now account for 60 percent of its sales, up from a previous 50-50 split earlier. The Audi Q3 and A4 are the most popular models in the country’s lineup in India. In fact, the Sportback now accounts for 25 percent of overall Q3 sales in the country. Electric vehicles are also growing, making up 3 percent of the company’s sales, with this share expected to increase as the EV market develops.
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Audi India: Customer loyalty and pre-owned segment
Balbir told us that Audi India has placed a strong focus on customer engagement and loyalty lately, hence conducting over 360 physical events across the country in just the first half of the year, coupled with a significant digital outreach through the My Audi app, which now boasts over 53,000 users. Besides that, Audi’s loyalty program is also thriving, with 33,000 participants registered so far. Interestingly, every fourth car is being sold to an existing customer.
On the other hand, the pre-owned car market has been actively contributing to the company’s growth in India. The brand’s Audi Approved Plus program has seen substantial expansion, growing from just seven showrooms in 2020 to 27 currently, with plans to add two more by the end of the year, added Balbir. The company says that at present, most of its pre-owned car customers are first-time buyers.
Audi India: Optimism amidst muted growth
Last year, around 48,500 luxury cars were sold in India across companies and segments. This year, as per estimations, over 50,000 sales are expected. However, Balbir believes that the demand has been a bit muted in the first half of CY 2024, although it isn’t an area of concern. This is because the company expects a sales boost during the festive season, driven by the overall growth in India’s automotive sector and rising incomes.