Audi Has Big Plans For India, Reveals Its India Head

Audi India registered an overall growth of 33% in the financial year 2023-2024 with their SUV lineup dominating the numbers. And with new models in the pipeline, they aim to exceed those numbers in the next fiscal year. Their plans for localisation might also help them hit that target; but that’s easier said than done, right? 

To decode exactly how they are going to go about this business, we had a chat with Mr. Balbir Singh Dhillon, Head of Audi India. He divulged big information about their India plans, right from new models to local manufacturing to EV infrastructure as well. Here’s how the conversation went:

Q1. With the sales seeing an increase in the last financial year, what are Audi's expectations for this FY and how do they plan to improve?

A1. We have retailed 7,027 units in FY23-24 posting an overall growth of 33%. Despite ongoing growth in the luxury market, which is tapering off on the back of record- sales in 2023, we are confident about the industry's potential to exceed 50k cars in 2024.

Q2. What are the next electric Audi cars that we can see and by when? By when can we expect the Q6 e-tron to enter the Indian market?

A2. Audi recently unveiled the Q6 e-tron globally and we will bring it to India as soon as we can.

Q3. Any plans for increasing localisation in their production of India-bound models? Are there make them more accessible to customers and avoid the heavy import taxes put by the Government?

A3. We currently locally assemble the Audi Q3, Audi Q3 Sportback, Audi Q5, Audi Q7, Audi A4 and Audi A6 at the SAVWIPL plant in Aurangabad. It is not a question of “if but when” we start locally manufacturing electric vehicles in India.

Q4. How is Audi planning to make its popular models (Q3, Q5, Q7) more relevant to compete with its rivals?

A4. At Audi India, we have historically had a strong SUV portfolio and have witnessed strong demand for our cars including the Audi Q3, Audi Q5 and Audi Q7. In Q1 2024 SUVs accounted for more than 60% of our sales. This includes electric SUVs like the Audi Q8 e-tron and Audi Q8 e-tron Sportback. In 2023 our SUV range registered a whopping 174% growth. At Audi India, we continue to see growing SUV demand.

Even today, our Q range is attracting many buyers and we are witnessing good demand from growing markets, especially Tier 2 cities. In addition to SUVs, we have witnessed an increased liking for the Sportback body style such as the Audi Q3 Sportback and the Audi Q8 e-tron Sportback, which areseeing increased demand and are being loved and appreciated by our customers. This body type has a stand-out, attractive design and style and combines the traits of both, a sedan and SUV - equally spacious and comfortable.

Q5. What models is Audi planning to bring in 2024 and 2025?

A5. We have introduced special editions of Audi Q3, Audi Q3 Sportback and Audi Q7 recently. In addition, one of the exciting SUV launches this year will be the Audi Q8 among others.

Q6. Are there any hybrid cars that Audi might launch in the coming years?

A6.We have plans to introduce hybrids in India. Starting 2033, we will only launch electric cars, as communicated globally. This strategy is aligned for the Indian market as well.

Q7. Are there any plans to increase the number of touchpoints and service centers in India?

A7. We currently have 64+ touchpoints across the country with a significant presence in the non-metro cities which is enough to steer the business for the next few years. If there are market and customer needs, we will look at expanding it further.

Q8. With every automaker trying to get completely electrified, how does Audi plan on shifting from ICE to EVs?

A8. In 2021, our Board of Management announced the corporate strategy 'Vorsprung 2030,' which essentially means a head start toward 2030. More importantly, Audi has established a definitive timeline for the transition to electric mobility with this new strategy. This includes launching only EVs from 2026, ending ICE-powered vehicle production by 2033, and increasing the focus on software and technology. This strategy is also aligned with the Indian market.

Q9. With the increasing focus on electric vehicles, what is Audi India's strategy for the adoption and promotion of electric mobility in the Indian market in terms of expanding charging Infrastructure?

A9. We have created an ecosystem for customers - the e-tron hub is a special tab available on the ‘myAudi Connect’ app that guides customers on a range of functions and features about their e-tron.

In addition, ‘Charge my Audi’ is available on the ‘my Audi Connect’ app – this is a one-stop solution that gives Audi e-tron customers access to multiple charging partners on one app. 1,000+ charge points are currently available to Audi e-tron owners on ‘Charge my Audi’ with more to be added in the next few months.

We have also successfully installed 140+ chargers across 75 cities in India this includes all Audi India dealerships, workshop facilities and select group brand dealerships located across strategic highways. A few months ago, we inaugurated India’s first ultra-fast charging e-tron hub in Bandra Kurla Complex, Mumbai. Boasting an impressive total capacity of 450kW, the ultra-fast charging. The ‘e-tron hub’ can  deliver 360kW of power to an electric vehicle and is enabled by a five hundred amps liquid-cooled gun to ensure high performance and efficiency.

We continue to focus on enhancing this EV ecosystem which will eventually boost customer confidence.

Also Read: New BMW X3 Revealed With Revolutionary Styling, Upmarket Interior And Host Of Greener Powertrains!

Going by this conversation, you can expect Audi India to make moves in the coming time. There will be new car launches, including EVs, and they also plan to focus on localisation over their existing locally assembled lineup of vehicles. How it all unfolds will be very interesting to see.