Audi India to focus on service as sales soar

Luxury carmaker Audi on Monday reported a 153 per cent year-on-year sales jump in September, with total sales at 205 cars against 81 cars in the same period last year.

"Audi India continues its growth momentum in September as well. Our increasing sales indicate the growing dominance of brand Audi amongst car enthusiasts in the country and we are keen to build on this strong foundation," Audi India managing director Benoit Tiers said in a statement in New Delhi.

The company's year-to-date growth also stood at an impressive 72 per cent (1,333 cars in January-September 2009, compared to 777 units during the same period last year). By August, it had already surpassed last year's full-year sales of 1,050 cars. It predicts year-on-year growth at 80 per cent.

The Audi model range comprises the Audi Q7, Q5, A6, A8, A4, and the TT, as well as the super sports car R8. The company has 12 dealers across the country.

In spite of the impressive figures, Tier told The Economic Times in an interview that Audi was not about to get into a sales race with BMW or Mercedes-Benz, its competitors in the Indian luxury car market.

"Audi in India is a long-term commitment and my target is not to be number one in terms of sales figures. My aim is to establish the brand and build service and quality, so that the consequence will be sales," he said.

 He said the company would expand its dealership network. "It is important for us to be present wherever our customer is. By 2010, we will have 15 dealers, and by 2011, we wish to have 18 dealers pan-India. We also have our roadside assistance, where the customer can avail of our services just by making a call. We will also marginally increase our headcount in regions where we have dealers," Tiers said.

On the used car market - where Mercedes is already getting its act organised - Tier said: "The used-market will get organised, and the market size will touch 1.6-million cars this year. We plan to enter this segment in 2010. We have our pre-owned Audi car programme worldwide, where each car is thoroughly checked before it is re-sold."