Audi, a rapidly expanding luxury automobile company in India, has expressed its firm intention to transform into a fully electric brand within the next decade. The company’s growth has been exceptionally remarkable, evident in the sales of 3,474 units during the January-June period. This indicates a staggering 97% increase compared to the same period last year. This growth has been primarily
propelled by popular models such as Audi Q3, Audi Q3 Sportback, Audi Q5, Audi A4, and Audi A6.
Everything You Need to Know about Audi India’s Vision
Balbir Singh Dhillon, the Head of Audi India, emphasized the brand’s commitment to customer feedback and enhancement. He conveyed that globally, Audi has made the decision to transition to a fully electric enterprise by 2033, except for a few specific markets. Presently, Audi has only just embarked on the journey of electric mobility, with their current vehicle offerings catering to a high-end segment, priced above ₹1 crore. Dhillon anticipates a broader range of electric vehicles in the coming years, some of which will also be introduced in the Indian market.
The recent launch of the Audi Q8 e-tron, boasting a range of up to 600 kilometers and a ground clearance of 176 mm, is anticipated to entice a wide audience, including startup owners, first-time buyers, and existing customers, to transition to electric vehicles. Dhillon believes that the Q8 e-tron will mark a shift where customers will consider an electric vehicle as their primary choice rather than a secondary option. He also emphasized Audi’s commitment to making electric cars accessible and convenient for their customers.
Dhillon highlighted that a substantial portion of Audi’s current sales to existing customers bodes well for future growth due to brand loyalty. The company has also actively expanded its pre-owned car business, increasing the number of showrooms from 7 in 2020 to 24 today. This strategy aims to provide a pathway for first-time luxury car buyers to enter the Audi ecosystem through pre-owned cars, eventually upgrading to new models.
Despite facing initial challenges in transitioning from diesel to electric and petrol vehicles, Audi’s strategic decisions have yielded results, and Dhillon is optimistic that electric mobility will follow a similar trajectory. While the luxury segment constitutes a small fraction of the overall market, Dhillon remains positive that it will be a stellar year for Audi.
