German luxury car manufacturer Audi recorded 6463 deliveries for the year 2018, an 18 per cent drop in numbers. In North India (Delhi NCR), where Audi records its maximum deliveries, it experienced an extraordinary effect owing to closure of its single largest dealer location, which impacted sales in the largest market for luxury cars in India. At the same time, supply constraints on selected models, owing to European market shift to WLTP (Worldwide Harmonised Light Vehicle Test Procedure) cycles and the resultant phase in- phase out of models also impacted deliveries.
Audi India’s added to its 2018 line up by introducing the Audi Q5 TDI, RS5 Coupe, Audi Q5 TFSI, Q3 Design Edition and Q7 Design Edition. Audi’s customer centric initiatives included the Audi Club India, Audi Quattro Cup, Audi Driving Experience (including the Audi Q Drives, Audi Sportscar Experience, Audi Weekender and #TogetherWithAudi campaign with Virat Kohli. Despite that, the sales figure did not really hit the mark, as needed.
So what happened exactly?
“2018 was definitely a tough year for Audi in India. However, we managed to consolidate our position in the market while earning a profitable growth for our dealer partners”, said Rahil Ansari, head, Audi India, adding that, “We have an interesting year coming in 2019 – the year of the ‘8’s – with an exhilarating line up of flagship models thus, promising a great array of choice for Audi enthusiasts in India.”
He further said the second half of 2018 was especially challenging for the automotive industry in India, as the luxury segment was under pressure owing to financial market development, the changing customer sentiment and other reasons such as changes in policies with regards to taxes. Additionally, Audi India faced some unforeseen business challenges, which led to reduced deliveries. It was not all bad though, as Audi was able to consolidate their market position, earning a profitable growth for their dealer partners
Audi plans to introduce its flagship models the Audi A8 and R8, among others, in the Indian market in 2019. Audi recently introduced the Audi e-tron and is planning its foray into the Indian market soon. Audi also did the international reveal for the e-tron GT coupe.
Besides, Audi India’s plans to roll out attractive service campaigns for customer, as well as opening more workshops to cater to increasing customer requirements.
However, 2018 was a good year for Mercedes-Benz sales. Click here to know more