Summary
Owned by the prestigious Volkswagen Group, Audi AG is globally one of the fastest growing and flourishing luxury cars brand. Not only for manufacturing, it is also known for designing, engineering, producing, distributing, and marketing luxurious sets of wheels across the world. The firm owns 9 manufacturing facilities that are distributed across the globe. By volume and profits, it proudly takes the position of being the second largest luxury car maker in the world. Its headquarters are located in Ingolstadt, Bavaria, Germany from where its worldwide operations are carried out.
In Indian context Audi India Private Limited is a completely-owned subsidiary of Audi since 2007. Its countrywide operations are executed and controlled from its headquarters located in Mumbai, Maharashtra. Though the carmaker started selling its cars in India since 2004, it started enrooting in Indian market in2007 when it established its own dealerships and sales company here.
Presently, the German luxury car maker is top-selling luxury brand in Indian market. Considering these trade figures, the firm has invested hefty amounts in marketing, branding, after sale services, and exclusive dealerships all across the nation. Some of the Audi cars in India are assembled locally while a few others are imported as CBUs (Completely Built Units).
Indian Operations And Executive Managements
Evaluating the constant rise in demand and popularity of Audi cars in Indian soil, Audi made a top level change in its management in 2013. It appointed Joe King as its head of Indian operations. The man takes responsibility for all operations taking place around the nation.
All cars assembled under flagship of Audi are done at Skoda India’s manufacturing facility located in Aurangabad, Maharashtra. The models assembled in India include sedans: A6, A4, and A3 and SUVs including Q3, Q7, and Q5. The German car maker also imports CBUs of A3 Cabriolet, RS5, RS8, TT, and A8.
Audi India recently introduced a new driving experience program called as the Audi Sportscar Experience (ASE) at the Buddh International Circuit in Greater Noida. The main aim of this program was to strengthen the brand’s position in Indian market. The driving experience offered people with an opportunity to drive, understand, and get intense training for the high performance R8 V10.Q drives and City experiences have also been offered as part of this program.
Product And Services
Audi happens to be one of the best selling luxury carmaker. Currently, it sells its vehicles through an extended network of 40 state-of-the-art 3S dealerships spread across the nation. Each dealership consists of its individual paint and body shop that offers complete solutions package to buyers. They also have trained technicians at each facility that ensure world class services to customers.
Environmental Initiatives
Despite launch of electric cars like i8 from its prime competitor BMW, Audi is yet to bring in its range of hybrid and electric cars in India. However, considering increasing expectations and anticipations from customers, it is expected to bring-in such vehicles soon.
Founder And First Car
Headqurtered in Ingolstadt, Bavaria, Germany, Audi’s foundation dates back to 1910. Its name was derived from its founder August Horch which is Latin term for ‘listetning’.
In 1909, Horch was thrown out of his own company for trademark violation by his partners. Horch then started a new company named Zwickau. The first product developed under this brand was named as Type A 10/22hp Sport-Pharton. Horch wasn’t permitted to use his own family name for this new car business. After consulting his friends in Zwickau he then came up with a new name for the company. His son was then taking Latin lessons and suddenly suggested that “audiatur et altera pars..it will be a good idea to call the company Audi in place of Horch” and that’s how the brand got its name.
Later, in 1920, he left the company for a higher position in transport ministry but continued his association with the brand as board trustee. In 1921, Audi was the first company to introduce a left-hand side driving vehicle TypeK.
USP
Audi, the top selling luxury brand is mainly known for its good pricing strategy and extensive dealership network. Though all its models are very famous, but A3, A4, and Q3 have a special place among Indian customers.
Resale Value
The lesser said the better, Audi cars in India enjoy a very decent resale value. Since, their maintenance cost is low due to local assembling in Aurangabad, it enjoys a very good demand in used car market.
Competition
It competes most intensely with Mercedes-Benz and BMW for market share not only in India, but across the globe.
)