We attended a press briefing on the launch of the new Audi Q3 and were treated to complete rundown on Audi’s India activities. But first things first. The Audi Q3 seems to be on a roll. Audi has confirmed 500 bookings (Rs 5L booking amount) for the higher end model of the Q3 with 180 cars to be delivered this month. This model seems to be targeted at young people, typically self-employed, frequently female, looking for a small quirky fast car to travel short distances. Given the price point, we think all first time luxury buyers should consider the Q3. We drove it and loved it! Easy to drive, very comfortable and dare we say, hot to look at!
The Q7 and then the Q3 will be manufactured locally in India sometime next year. However, the company does not expect prices to then change from the current levels for the current variants. What will most probably happen will be the introduction of new variants at differing price points (hopefully lower!). Since pricing is tight for the Q3, Audi is not planning any mass media campaign for the Q3 but rather are adopting an unconventional route focusing on Social Media.
On company news, the first point which leapt out was that Audi is expecting 40-44% of all their car sales to be SUV based and boy are they on a roll! They are currently running two shifts in their Aurangabad plant with a current total production capacity of 6,000 – 6,500 cars per year. By next year, the company plans to add capacity for another 3,000 – 3,500 cars. Whilst last year saw 5 Audi models launched in the image product category, this year will see 4 model launches from Audi i.e. TT, A4, S4 & Q3 in their volume product category. BTW, we don’t know when but the Q2 is also on its way to India. The A3 sedan will also perhaps make an entry in 2014.
Audi aims to have close to 35 dealers in place by the end of 2013 giving them broad pan India dealership coverage. India has 60 cities with a population of 10 lakh people or more and Audi seems intent on slowly spreading its wings across all of them. Their target dealers in a second tier city are the small, hungry guys (the “Local Heroes”) who can be passionate Audi advocates aka Mr. Audi in their hometown!
Audi India is committed to wresting the #1 luxury car maker spot in India however they want to do it in a way that is sustainable. When they overtake, they want to make sure that nobody can beat them again. They are giving themselves a target of 2015 to be #1 but we would not be surprised if their internal goal is to grab that spot in 2014 itself.
Sure is great news for lovers of luxury sports cars!
We’d take an Audi over a Merc any given Sunday. It does make sense for Audi to exploit the social media avenue. What with the larger populace hooked to Facebook and the like.
On the design aspect, Audi makes good on it’ promise Vorsprung durch Technik. The Q3 has a sense of dominating aura about it. Never driven it but appears to be a ride made in heaven.
One other thing, though it is female targeted it will find other buyers.
We may well see them hitting the number 1 slot for luxury sports cars in India.