AUDI CONFIDENT OF DISPLACING BMW AS INDIA’S TOP LUXURY BRAND BY 2014: MICHAEL PERSCHKE
It seems like the consistent big growth has emboldened Volkswagen group owned German luxury car brand Audi, for the car maker hopes to displace current market leader BMW India by 2014, a year ahead of schedule. Previously, Audi aimed to emerge as the top luxury car brand in India by 2015. However, the recent success that the brand has been seeing in India has prompted the automaker to revise forecasts. Audi India recently moved past Mercedes Benz to emerge as the second largest luxury car maker in the Indian market despite being the youngest of the German trio to begin doing business in India.
Its been quite interesting to see the way Audi has grown over the past few years. The company which used to bet on completely built units shifted tack and begun assembling many of its best selling cars through the completely knocked down(CKD) route. This resulted in prices of its cars decreasing sharply as CKD cars attract just a fraction of the duties imposed on CBUs, leading to sales increasing. Also, Audi began focusing on the the luxury SUV market with the Q5 and Q7 range of luxury crossovers, which are the top sellers in the high end luxury SUV segment in India.
This gave Audi a headstart over rivals like BMW and Mercedes Benz, eventually leading to Audi moving past Mercedes Benz last year. Another approach Audi has been taking in India is the use of celebrities to promote its products. From launch events which feature movie stars like Kartina Kaif, Lisa Ray and Gul Panag, Audi has been actively conducting many events with celebrities gracing many a show, leading to the brand having a bigger buzz than its competitors who say that they prefer their cars to be the center of attraction( and rightly so?).
However, this strategy has allowed Audi to be in the public eye despite being a relatively late entrant into India. Also, the brand has been very active on social media networks. For instance, the brand conducted a Facebook poll of sorts in which it allowed its fans to tag themselves on an image of the Audi S4, with the large number of tags leading Audi to launch the high performance variant in India. The other big move recently has been that of making a distinctly Indian music video centered around the just-launched Audi Q3, featuring Bollywood actor John Abraham. All in all, Audi is going all out to become the top luxury brand in India and by the looks of it, the automaker could get there in quite a hurry.