AUDI gross sales are down in Australia to the tune of 16.8 per cent on the finish of September, however the native operation’s just lately appointed director Jeff Mannering has his sights clearly set on enhancing buyer expertise.
“I don’t suppose we are going to (attain parity with 2021 numbers), and it’s purely based mostly on provide,” Mr Mannering informed GoAuto at a latest SQ7 and SQ8 launch occasion.
“Each producer has had the identical concern, and the entire VW group has been affected.”
Mr Mannering, who earlier in his profession held senior aftersales roles at Audi Australia earlier than taking a tour of high jobs at Audi Center East, Audi Singapore, and most just lately Audi Korea, needs to redefine the Audi expertise for Australian prospects.
“Our picture and consciousness have to be in a terrific place. Will we need to essentially promote extra automobiles than the opposite Germans? Not essentially,” he defined.
“What we need to do, and it’s a part of the problem, is set up what you get if you purchase an Audi. Do you simply get a automotive, after which all people forgets about you? Are you a quantity, or do you get a complete expertise?
“We’ve spent quite a lot of effort and time on the showroom expertise. We’ve acquired work to do and we’re altering the expertise within the showroom and the way we discuss to our prospects.”
Audi Australia product supervisor Matthew Dale stated “listening to prospects” led to the introduction of an extended five-year guarantee throughout the Audi Australia line-up.
A part of the shopper expertise in the intervening time is managing automobile supply occasions and Mr Mannering stated his colleagues had been working carefully with Audi sellers to hurry up lead occasions by providing reductions for adjustments in specification.
“One of many issues we did in Australia is definitely speaking to the purchasers and saying, ‘look, we will get you a automotive, but it surely won’t have a reverse digicam or one thing like that’,” he defined.
Clients are being credited for the exclusion of lengthy lead-time objects, however Mr Dale stated they nonetheless have the choice to attend for his or her superb automobile specification.
“It’s about alternative. It’s providing the shopper the selection and saying, ‘we’ll get you a automotive in that specification with no downgrades,’ however then it involves the timeline and whether or not they’re keen to attend,” he stated.
“Our seller community are extraordinarily open with their prospects; they supply the estimated time-frame for automobiles. Or, if you would like the automotive now and timing is of the essence, we will downgrade a specific specification however give a refund for that aspect.”
Regardless of historically competing with different premium German manufacturers BMW and Mercedes-Benz in Australia, Mr Mannering stated the aggressive panorama has broadened.
“We’re wanting on the different Germans, nonetheless all people is a competitor lately; I don’t suppose there’s a nasty automotive in the marketplace,” Mr Mannering stated.
When quizzed on an Australian arrival date for the This fall e-tron electrical small SUV, Mr Mannering didn’t present a timeframe, nonetheless he did say Audi Australia is pushing to get the mannequin Down Below.
“If I had a want, I’d have it right here as we speak. The sport is altering, it’s coming very quick, and we’re speaking with the factories saying, ‘guys, we want it now’.
“Now will not be tomorrow, it might be within the subsequent 12 or 24 months, but it surely’s excessive on our focus record.”
Regardless of the This fall e-Tron remaining up within the air, the e-Tron GT flagship is coming and Mr Dale stated he anticipated it to do huge issues for the model.
“The e-Tron GT goes to be a brand-shaper for us. The following 24 months to 36 months are going to be superb for Audi,” Mr Dale stated.
Anticipated in Australian showrooms late this yr, the e-tron GT is priced from $181,700 earlier than on-road prices and choices for the bottom mannequin.
Those that need the 475kW RS model, although, might want to put aside $249,700 earlier than on-roads and choices.
