Founded: Germany, 1909 Launched in India: 2007
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.