Luxury automakers are betting big on the festive season to tide over the long-running demand slump that has been going on since 2019 and one of them is Audi India, Fortunately, reports suggest that overall vehicle sales in India have seen a jump of 91 per cent in FY 2012 as compared to the previous year.
Amidst all this action, Audi recently relaunched the hugely popular Q3 SUV, which was quietly phased out in 2020 in its BS IV avatar. In an exclusive conversation with TOI Auto, Balbir Singh Dhillon, Head, Audi India, talks about the automaker’s growth goals and its plans to advance electric mobility in the country, from the response to the all-new Q3. Here are the major parts.
Balbir Singh Dhillon, Head, Audi India
In terms of net growth numbers, Dhillon says, “The year has been good so far, last year also we grew by 101 per cent when the industry grew by only 40 per cent. This year, in the first six months we have already 49 percent and the industry is on par. In terms of festive sales, the momentum has picked up in the last two months and we expect a good double digit growth at the end of the year. To give you a little perspective, In terms of total luxury cars sold, this year we expect to grow the second highest, first in 2018, with around 40,000 cars.”
Based on those figures, it is no surprise that Audi decided to relaunch the former best-selling Q3 SUV in time for the festive season in its latest avatar. The company is trying to leverage the customer’s trust in the Q3 nameplate to increase its market share to over 40,000 luxury cars sold in FY12.
2022 Audi Q3 SUV
“Q3 is one of our most loved products in India and it is back after a while. The response so far has been fantastic. For the first 500 customers of Q3 we are offering a warranty of 2+3 years on the car and these bookings will also benefit from a complimentary service package of 3 years. Dhillon added. While these bonuses certainly make the Q3 an attractive proposition, customers need to consider that Audi will start deliveries of the second generation Q3 SUV in late 2022.
On the other end of the spectrum, Audi also introduced the latest generation of its A8L saloon for the Indian customers shortly before the launch of the Q3. The flagship model offers buyers both a pre-configured package and a custom package and according to Dhillon, pre-configured A8Ls are flying off the shelves. On the other hand, around 30 per cent of A8L buyers are opting for customized packages and will have to wait longer for delivery.
2022 Audi A8 L TFSI
Speaking further on the waiting period and deliveries, Dhillon said, “While we are preparing for the festive season which has already started, over the years, customers have been aware of the ongoing conditions of semiconductor shortage. Has shown more willingness to wait for some time. , Russo-Ukraine War and Pandemic. They are also reasonable in asking about the supply of cars and I think overall we are able to meet their demands. However, there is still a waiting period of 1 to 6 months depending on the model chosen by the customer.”
While luxury ICE vehicles may or may not see double-digit growth in FY22, one segment that is seeing exponential growth is electric mobility. Audi India is also participating in the EV sector with its participation Audi e-tron Sportback 55 SUV and e-tron GT sports car. However, these are high-end electric cars and the brand is not likely to drive in large numbers.
Audi India aims for double digit growth: Luxury segment closes to highest ever | TOI Auto
When asked if Audi is planning to introduce a more affordable EV that will be widely accepted as Q3, Dhillon said, “As you know, Audi plans to become a fully electric company by 2030. Which means we will eventually move towards affordable. EV direction is but time. Globally, Audi has announced that we will have 20 EV models by 2025 and some of those models will make it to India as well. He also clarified that the upcoming all-electric models will come under the e-tron line-up and while some may compare them to the current Ice model line-up, this will not be the case.
Audi E-tron GT Electric Sports Car
In terms of manufacturing EVs in India, Dhillon confidently told TOI Auto that this is something that is under constant evaluation by Audi India and it is not a matter of whether they will do it or not, but when they will do it. Charging infrastructure is another vertical that Audi is looking at, especially on highways and high-speed charging points in cities. The company recently installed 100 charging stations across the country and is in the process of expanding that network.