AUDI IN­DIA

Founded: Ger­many, 1909 Launched in In­dia: 2007

Business Traveller (India) - - INDIA CAR REPORT 2018 -

OVERVIEW

Last year, Audi cel­e­brated its tenth an­niver­sary in In­dia In 2017, it clocked an im­pres­sive 7876 de­liv­er­ies.

Audi’s mar­ket­ing strat­egy in In­dia is largely char­ac­terised by its high lev­els of cus­tomer en­gage­ment and ini­tia­tives that bridge the gap be­tween man­u­fac­turer and con­sumer. A case in point is the Audi Driv­ing Ex­pe­ri­ence, in its sixth year al­ready, pro­vid­ing po­ten­tial Audi cus­tomers and car en­thu­si­asts a chance to ex­pe­ri­ence Audi’s gamut of cars on spe­cially cre­ated tracks.

Audi In­dia has also been at the fore­front of the dig­i­tal curve, through its In­dia-spe­cific web­site audi.in and through its ac­tive so­cial me­dia plat­forms.

The year 2018 has been par­tic­u­larly in­ter­est­ing for Audi, as they launched five mod­els. Audi Q5 TDI, Audi RS5 Coupe, Audi Q5 TFSI, Audi Q3 De­sign Edi­tion and Audi Q7 De­sign Edi­tion. The all-new Audi Q5 re­ceived over 500 book­ings within a month of its launch.

Ac­ces­si­bil­ity con­tin­ues to be Audi’s strong­point with over 90 cus­tomer touch points rang­ing from show­rooms and work­shops to Audi-ap­proved used car fa­cil­i­ties. There is also a strong fo­cus on In­dia’s tier 2 and tier 3 towns. The brand’s “Work­shop First” strat­egy has now pro­gressed into ded­i­cated fa­cil­i­ties, which will be in­au­gu­rated soon in Thiruvananthapuram and Vi­jay­wada.

Rahil An­sari, Head, Audi In­dia opines, “Audi In­dia has be­come one of the most pop­u­lar brands de­spite be­ing the last en­trant into the mar­ket. Audi has had in­nu­mer­able ref­er­ences in In­dia’s pop cul­ture, peo­ple in In­dia have their own way of re­fer­ring to the brand with four rings — to Audi in their own lan­guage like “chaar­challe­wali­gaadi…” or “chaar­bangdi­wali­gaadi…”.

The Audi Mo­bile Ter­mi­nal is a lux­ury show­room on wheels, which, in 2017, vis­ited more than 30 ci­ties. It gives ac­cess to prospec­tive buy­ers, ex­ist­ing cus­tomers a chance to ex­pe­ri­ence the en­tire Audi In­dia model range. Its 2018 itin­er­ary will span 15 ci­ties, start­ing with Agra.

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