Most luxury carmakers in India are bringing in less expensive products to increase volumes. What are Audi’s plans?
We do not think sticker price is the only factor for growth though there is a general trend towards smaller more fuel efficient cars worldwide. In India we will soon be launching the A3 sports sedan and the Q3 SUV next year, which would be less expensive.
What about your compact A1?
As a brand we need a little more time to bring the car into this market. As a luxury carmaker there is a risk if we go down the chain too early.
Does the A1 at all figure in your strategy to become No 1 luxury carmaker in India by 2015?
I am not ruling it out completely, as the car would have tremendous potential here at some point of time. The hatchback/notchback market here is as large as 800,000 units per annum and if we can get even 1% of that, it would be huge for us. However we would wait for the right time.
What is Audi’s USP? Why should people choose your cars over others?
India is a young market. We think we are naturally suited to it. We have some of the youngest car buyers and this is a valuable factor. We have a legacy of over 100 years but are still perceived as a carmaker for the young. We do not make cars for the uncles, fathers and grandfathers and have left that for others.