70% of Audi’s customers are under 50 years of age:SUVs constitute 60% of company’s sales; Interview with Audi India’s Brand Director Balbir Singh

The demand for luxury cars is no longer limited to big cities like Delhi-NCR. Tier-II cities, young buyers, and electric vehicles are giving this market a new shape. In an exclusive conversation with Dainik Bhaskar, Audi India’s Brand Director Balbir Singh Dhillon shared his views on the company’s growth, demand for SUVs in North India, and future plans. Read the full interview below: Question: What kind of growth is Audi getting from Tier-II cities? Answer: In Tier-II cities like Lucknow, Jaipur, Chandigarh, Dehradun, and Ludhiana, demand is growing rapidly due to increasing affluence, startups, and the desire for luxury cars. Customers in these cities are quite fond of our SUVs and performance cars, for which we are strengthening our network, digital services, and after-sales support. Question: What is the demand for Audi’s SUVs in North India and what preparations are being made for this? Answer: Due to poor roads and lifestyle needs in North India, SUVs account for 60% of our total sales. Audi has a large portfolio of luxury SUVs like Q3, Q3 Sportback, Q5, Q7, Q8, RS Q8, and the recently launched SQ8 that matches the preferences of all types of customers. Question: What is Audi doing new for young and first-time luxury car buyers? Answer: Approximately 70% of Audi’s customers are under 50 years of age and 1 out of every 3 customers is our repeat buyer. For young customers, luxury doesn’t just mean vehicle ownership but an experience, for which we organize exclusive events like Audi Ice Drive, Audi Quattro Drives, and Journeys with Audi. Question: What is Audi’s vision regarding the future of luxury electric vehicles (EV) in India? Answer: We are leading the luxury EV revolution in India with the Audi e-tron range. We believe that the future of electric mobility in the country is extremely strong and we will continue to bring new technology and products for customers. Question: What options does Audi have for customers upgrading from small cars to luxury cars? Answer: Customers coming to luxury cars from regular vehicles are young, tech-savvy and discerning. For them, we have an excellent option called ‘Audi Approved: Plus’ (Certified Pre-Owned Cars), through which they can enter the Audi family with a guarantee. Besides this, cars like Audi Q3, A4 and Q3 Sportback are also perfect for first-time luxury car buyers. Question: What will be Audi India’s main priorities in the next 12 to 18 months? Answer: Our main focus is on building a sustainable and profitable business, under which we will work on network expansion, promoting digital initiatives and maintaining a strong product portfolio. Question: Is Audi going to increase the prices of its cars due to rising input costs? Answer: Pricing of vehicles depends on cost, foreign exchange rates and market conditions. Currently we do not have any official announcement regarding any price increase, and any decision will be taken keeping in mind the market and customer interests. Question: What is Audi’s plan to expand service and workshop network in smaller cities? Answer: We have over 70 touchpoints across the country, which we are continuously expanding in Tier-II and Tier-III cities according to demand. Additionally, to ensure customers don’t have to travel far, we are leveraging digital solutions, mobile service facilities and customer-centric service programs.