Audi India: Audi India adopts top-down product strategy for brand shaping


NEW DELHI: Audi India has introduced five products in the last 10 months – the Audi A6, Audi Q8, Audi A8 L, Audi RS 7 Sportback and the all-new Audi RS Q8. Ahead of the rollout of Q2, a top company official said the carmaker is adopting a top-down strategy, which plays a vital role in shaping our brand positioning, hence, the focus on C and D segment cars.
Balbir Singh Dhillon, Head of Audi India, “We have successfully launched five all new products in the last 10 months – the Audi A6, Audi Q8, Audi A8 L, Audi RS 7 Sportback and the all-new Audi RS Q8 – all of which embody the very best of Audi. These cars showcase the ‘Vorsprung durch Technik’ of the brand.”
After a flurry of big launches, Audi India is shifting its focus to bottom of the pyramid. The brand is gradually Audi’s entry-level SUV Q2 is expected to hit Indian roads by the second half of October or early November as the company looks to cash in on festive season demand by bringing in the volume model.
“While we were moving from BS-IV to BS-VI we had only a few models available. The volume model is joining the bandwagon with the Q2 now and there are others to follow as well. We have finally been able to get this product for India, which was launched worldwide quite sometime back,” Audi India Head Balbir Singh Dhillon told a new agency. He said the company plans to bring this car during the festive period in order to cash in on the surge in demand during the period.
The German carmaker is also exploring the opportunity to introduce its first electric offering in India. “The launch of the Audi e-tron in on the cards for India and we are constantly studying government policies to see how our products can best suit Indian customer needs and accordingly decide on their market introduction,” Dhillon said.
On the FY21 outlook, Dhillon said, “From an industry point of view, we are seeing positive customer sentiment in the luxury car market and anticipate it to become even stronger with the upcoming festive season. However, for a year-on-year perspective, we see growth starting from the year 2021 onwards; the same will hold true, even for Audi India.”
“We also anticipate the pre-owned car business to further pick up during the festive period. Audi India’s pre-owned car business: Audi Approved: plus has seen growth in 2019 and we expect this business to become even stronger in the future,” Dhillon said.

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