A Happy New Year for Audi India – It Sold 737 Vehicles in January 2013!
2013 has begun on a brilliant note for Audi India. It is reported to have sold a whopping total of 737 cars all over India in just the 30 days of January itself. This German luxury car manufacturer, which officially entered the Indian market in March 2007, has been steadily expanding its consumer base, thus garnering the second position in terms of sales figures amongst international luxury car brands.
The sale of 737 cars in January 2013, which establishes a 10.5 % growth from last year (when the January sales were 667), is reflective of the expansionist agenda which aims at replacing BMW as the highest sold luxury brand in India. In fact, in January itself, Audi India launched two new international models into the Indian market – Audi R8 and Q5. Moreover, it has launched two new showrooms Audi Mumbai South and Audi Lucknow to further enhance its presence in India. As is evident, Audi India is leaving no stone unturned for reaching the top and it appears that their attempts are succeeding.
As observed by Mr. Michael Perschke, Head of Audi India, “We (Audi India) are constantly enhancing our product line, network growth and creating wider brand awareness; this is creating a larger customer base and is reflecting clearly in our sales. Our growth strategy is finding resonance with discerning luxury customers in India.” These observations are corroborated not only by the soaring sales by also the awards and recognition Audi has been garnering; Audi won eight prestigious awards of the Indian automobile industry in 2012-13.
As of now, Audi has 12 of its vehicles being sold in India; Audi A4, A6, A7 Sportback and A8L, Q3, Q5 and Q7, S4, RS5 Coupe and TT Coupe, R8 Coupe and R8 Spyder. The price range of these vehicles extends from roughly Rs. 27 lacks to over Rs. 1.4 Crores. Currently Audi has a total of 25 dealerships all over India that sell their cars, either exclusively or otherwise. However, by the end of 2013, Audi hopes to have extended its network to 34 dealerships, which shall help in the realization of their annual target; selling 10,800 cars in India by December 31, 2013. Interestingly, their target reflects a 20% increase from the past year’s sales; if Audi India does meet its target, it will have crossed an important milestone of the automobile industry.
2013 seems to have ushered in a new spirit of aggressive marketing and expansion for Audi India. Everything, from its sales figures and market presence to its annual target and executive attitude, is an indicator of the fact that this is going to be a big year for this enterprise. And that, says Mr. Perschke, is exactly the objective and outcome so far, “…based on our current performance we are well on track to achieve the No. 1 position in the luxury car market in India by 2015”. It shall be rather fascinating to see whether Audi India shall live up to its own expectation and claims!