Audi India has began off the 12 months on a robust notice by reintroducing the favored A4 sedan to its mannequin line-up. After a tough 2020 that noticed a double whammy of a depleted portfolio and a pandemic weighing heavy on its new launch timelines, the German marque has a constructive outlook for the brand new 12 months. “I’m very optimistic about 2021,” Balbir Singh Dhillon, Head, Audi India, instructed Autocar India on the sidelines of the A4 launch. “We can have a really excessive double digit development this 12 months, and it may even be extra,” he added.
- Audi to launch a brand new product each alternate month in 2021
- Firm anticipating equal volumes from its sedans and SUVs
- Audi to increase service community in Tier 2 and three cities
This may be attributed, partly, to the automotive gross sales selecting up from the preliminary shock of the lockdown final 12 months, although the restoration within the luxurious phase is decrease than within the mass market class. “Demand has solely been growing within the final 5 months, on a month-on-month foundation,” stated Dhillon. “No person anticipated that the market will come again so sturdy.”
Along with enhancing demand, Audi is assured of constructive outcomes on the again of a robust mannequin line-up that it has deliberate for 2021.
Audi A4 to be a quantity driver
Launched not too long ago at a value of Rs 42.34-46.67 lakh (ex-showroom, India), the A4 facelift now kinds the entry level to Audi’s sedan vary in India, which additionally consists of the A6, RS7 and the A8 L. “Because the time we first launched this mannequin (A4) in 2007, it has been one among our best-selling fashions and we count on this to proceed even going ahead,” stated Dhillon.
The A4 offers Audi a contender within the well-liked mid-size luxurious sedan phase, one thing it had been lacking for nearly a 12 months. Reaffirming his expectations, the corporate boss stated, “Now we have excessive quantity expectations from this mannequin. With the brand new engine, expertise, inside and options, it’ll entice many consumers. We launched it within the very starting of the 12 months, in order that now we have full twelve months to push the momentum on this mannequin.”
Return of well-liked fashions to bolster gross sales
Audi is touting to have an action-packed line-up for 2021. “There are numerous launches coming this 12 months, together with sedans and SUVs, IC (inside combustion) engined automobiles and electrical automobiles. You will notice merchandise being launched within the quantity in addition to area of interest segments,” elaborated Dhillon.
With a brand new product introduction deliberate “roughly each alternate month this 12 months”, Audi’s portfolio will attain full power by the tip of 2021.
The new Q3, in addition to the Q5 and Q7 facelifts will mark a return of a few of Audi’s extra well-liked fashions in our market, which is anticipated to considerably bolster gross sales. “With the merchandise that we’ve deliberate, I’m one hundred pc certain that we are going to have a really thrilling 12 months,” commented the Audi India head.
Additional hinting that the Audi e-tron will quickly see its market debut, he stated, “Very shortly, additionally, you will hear from us about new automobiles being launched on the electrified facet.”
Sedans as important to Audi gross sales as SUVs
Regardless of the rising reputation of SUVs in current occasions, Audi has curiously chosen the A4 – a sedan – as its first launch of the 12 months. Explaining the rationale, Dhillon stated, “Sure, the pattern for mass market fashions is certainly extra beneficial in the direction of SUVs. However within the luxurious house, you’ve got equal demand for sedans and SUVs, each.”
As such, the corporate expects sedans to stay an important a part of its product onslaught. “At Audi India, the expansion goes to be panned out equally between SUVs and sedans,” he stated.
Efficiency fashions to herald affordable volumes
Within the tremendous sports activities class, Audi at the moment gives the full-blooded RS7 sedan and RS Q8 SUV in our market. “I believe the market (for these) is barely going to develop,” talked about Dhillon.
He added, “Lots is dependent upon experiential advertising and marketing (on this phase) – we make potential consumers drive these automobiles earlier than they’re emotionally concerned to purchase them, which couldn’t occur final 12 months.”
However with the economic system opening up, Audi can now double down on pushing gross sales for its efficiency fashions. “It will stay a key focus for us this 12 months. Although this vertical is essential for being a model shaper, we additionally count on an inexpensive quantity from this,” stated Dhillon. As such, the automaker additionally plans so as to add the RS6 Avant to its portfolio in the direction of the 12 months’s finish.
Growth of Audi service community a precedence
Audi additional believes that enhancing the convenience of service of its merchandise is an important step in the direction of bringing in new consumers. “To make sure that we can be found to our clients in shut proximity, now we have a workshop-first strategy. So we wish to additional increase to a number of cities with our workshops, adopted by the Audi-approved Plus showrooms for the pre-owned automobiles enterprise, which can be rising very quickly,” stated Dhillon.
Although Audi appears poised to make a robust comeback this 12 months, will probably be on a smaller base of 2020. Nonetheless, the anticipated double digit development would make for a big achievement for the automaker which has witnessed a gross sales decline for the previous 4 consecutive years in our market.
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