Audi has always found itself placed third in the global auto market, and finds itself in the same hierarchal order in the Indian luxury car market since its entry in 2007. Having set their sales target at 4,500 for 2011, the company revised these figures to 5000 for the current year in India. Audi has had a remarkable impact in the auto industry with their LED eyelids feature that’s’ been replicated by other car majors too.
Having set up a plant at Aurangabad in 2006 ensures that Audi can look forward to cost stabilization and competitive pricing by turning to local content in cars. To make luxury segment cars more affordable, Mercedes will introduce their compact A Class, and B Class cars, while BMW will bring in the MINI. Audi would be turning to their A1 hatchback.
Clearly Japanese automakers have steered clear of the luxury segment in India having chosen not to bring the Infiniti, Lexus, and Acura to India, and as such, Audi faces reduced competition in the Indian luxury car segment.
What works for Audi and a number of other auto majors is the Volkswagen umbrella they operate under. Audi India too enjoys popularity being a Volkswagen Group subsidiary for passenger cars. The company has done enough to ensure launches at regular intervals ensuring the potential market stays enthused. The latest from Audi India is the 2012 Audi A6 that was launched last week in four engine variants. Keeping in mind their progressive approach, here’s oe launch that wasn’t confined to a ballroom but transcended onto a tarmac.
On the visual front, even if you don’t really recall an Audi India television advert, what always comes to the forefront is imagery from the past. For most in this cricket crazy nation their first tryst with Audi goes back to Ravi Shashtri and his Audi 100 on coveting the Man of the Tournament title at the 1985 World Championship of Cricket.
Audi India has upheld their gifting tradition and went onto give Yuvraj Singh an Audi Q5 in being named Man of the Tournament at the 2011 World Cup. At present, the Audi India portfolio comprises of the Audi A4, Audi A6, and Audi Q5, which have a local connection. Audi India imports the Audi A7, Audi A8, Audi R8 V8 and Audi R8 V10, Audi RS5, Audi Q7 and Audi TT (3.2 FSI V6 only). Of course, the number of variants and models is going to increase rapidly over the next few years.