• Source:JND
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Audi India, pioneer of luxury automobiles from Germany, has been redefining the definition of luxury cars globally. The brand that started with motorsports DNA is now making some of the most advanced and green luxury cars like the Q8 & e-Tron series. We recently had a conversation with Balbir Singh Dhillon, Audi India Head, delving into the brand's vision, innovative models, and upcoming products. Read on for an insider's perspective on what drives Audi India's success.

Q: Audi has been a prominent luxury automaker in India. How's the sales numbers looking?

A: Audi India recorded strong growth in Q1 2025, retailing 1,223 units marking a 17% year-on-year increase. The growth highlights our successful efforts to capitalise on our diverse product portfolio and renewed supply chain stability.

The key contributors to this growth include the continued popularity of models such as the Audi Q7 and Audi Q8. This performance builds on the momentum from last year, in which Audi India celebrated the milestone of 100,000 cars on Indian roads.

Q: What products are currently available in India?

A: We currently have 13 products in our portfolio including four products in the e-tron range- Audi A4, Audi A6, Audi Q3, Audi Q3 Sportback, Audi Q5, Audi Q7, Audi Q8, Audi S5 Sportback, Audi RS Q8, Audi Q8 e-tron, Audi Q8 e-tron Sportback, Audi e-tron GT and Audi RS e-tron GT.

Q: Why is Audi so focused on electric vehicles? What about the infrastructure?

A: At Audi, our commitment to electric mobility is driven by a clear vision to shape the future of luxury mobility in a sustainable, innovative, and customer-centric way. The world is transitioning rapidly, and India is no exception. We're seeing a growing awareness and appetite for electric vehicles, especially in the luxury segment.

Our electric portfolio, led by the Audi e-tron range, reflects our promise to deliver thrilling performance, cutting-edge technology, and environmental responsibility in equal measure.
We have created a comprehensive EV ecosystem for our customers. The e-tron hub is a dedicated tab available on the 'myAudi Connect' app that assists customers with variety of functions and features of their electric vehicle.

'Charge My Audi' is accessible on the 'my Audi Connect' app. It serves as a one-stop solution that provides Audi e-tron customers with access to multiple charging partners all in one app. Currently, there are 6,500+ charge points available to Audi e-tron owners on 'Charge My Audi', with additional points to be added in the coming months.

We have successfully installed over 140 chargers across 75 cities in India, which includes all Audi India dealerships, workshop facilities, and select VW Group brand dealerships located along strategic highways.

We have set up India's ultra-fast charging e-tron hub in Mumbai. Boasting an impressive total capacity of 450kW, the ultra-fast charging 'e-tron hub' can deliver 360kW of power to an electric vehicle and is enabled by a 500-amp liquid-cooled gun to ensure high performance and efficiency.

Q: Tell us about other initiatives like Rewards programs and Audi Approved: plus?

A: Audi Club Rewards is a one-of-a-kind rewards program that was launched in 2022. It offers exclusive access, segment-first privileges and bespoke experiences. Audi Club Rewards is open to all existing owners (including Audi Approved: plus owners) and future customers of Audi India.

Customers get access to a host of exclusive member products and services with the advantage of a simple, transparent view of the rewards earned on the 'myAudi Connect' application which can be utilized on any Audi India product or service purchase. Audi Club Rewards members get exclusive previews and access to the latest campaigns and offers.

The benefits include earning from spending and burning across the Audi ecosystem and partner brands. The partner offerings go beyond just offers and include special invites to partner events. Audi India has witnessed engaging participation from regional meetups of Audi Club Rewards, which has resulted in further exposure to partner products and services.

We are seeing sustained momentum in the used luxury car segment, which has become a strong pillar of growth for Audi India. In Q1 2025, our Audi Approved: plus business grew by 23% year-on-year, reflecting rising consumer demand for high-quality pre- owned luxury vehicles.

We currently operate 26 Audi Approved: plus facilities across the country and plan to expand further this year to meet growing demand. This growth is driven by aspirational buyers entering the luxury segment, particularly in metro cities like Delhi-NCR, Mumbai, and Bangalore, as well as rising demand from emerging Tier-II cities.

Audi Approved: plus allows us to cater to a broader set of buyers who seek the Audi experience with greater accessibility. With evolving expectations, trust in brand-certified pre-owned luxury vehicles, we're committed to delivering a premium and transparent ownership journey to our customers.

Q: What's the future for Audi in India? What new products can we see?

A: We continue to expand our portfolio with a strong focus on innovation, performance, and sustainability. We launched the Audi RS Q8 Performance, which has received a strong response from our customers and is sold out until Q3 2025.

While we cannot comment on specific future models, the brand remains committed to delivering cutting- edge technology, progressive design, and a blend of luxury and electrification to the Indian market. Audi's long-term vision aligns with advancing sustainable mobility, enhancing digitalisation, and providing an unparalleled customer experience.

Q: Any interesting data you can share with us regarding the demographics or buyer profile of Audi?

A: At Audi India, we are witnessing a dynamic shift in our customer demographics. Nearly 70% of our buyers are now below the age of 50, signaling the rise of a younger, more progressive, and tech-savvy audience that connects strongly with our commitment to cutting-edge design, innovation, and performance.

42% of them under 40, highlighting Audi's growing appeal among India's new generation of luxury enthusiasts. What's equally encouraging is the strong brand loyalty we enjoy - one in every fourth customer is an existing Audi owner. This reaffirms the trust and satisfaction our customers place in the brand, and it inspires us to continue elevating the ownership experience across products, services, and digital touchpoints.