Audi aims to dethrone BMW as India's leading luxury car maker by 2014

Saturday 16 June 2012, 01:47 AM by

German luxury automotive giant Audi claims that it can snatch the number one position from its rival BMW by 2014. This statement by the company sets the expected time to become the country's leading luxury car manufacturer one year ahead of its previous deadline, 2015. It comes at a time when Audi India is riding high on the back of good sales growth. Head, Audi India, Michael Perschke, said, "If everything goes well according to our plan and strategy, we will become the market leader by 2014."

Against the sales volumes of 7,430 units and 5,511 models of Mercedes Benz and Audi, respectively, BMW sold 9,371 cars and took the pole position in the country's luxury car segment in 2011. However, Mercedes Benz lost its second position in the market to Audi in the first quarter of 2012, while BMW still remained ahead of its two compatriots. Perschke claimed, "We have already become the number two in this year by replacing our competitor Mercedes-Benz. We have our product plans ready till 2019. So we are very confident that we will be able to replace the current number one."

Since Mercedes and BMW have stopped publishing their sales data because of anti-trust issues in Europe, the exact difference between the German trio cannot by determined. Due to this, nothing can be said with certainty, even though Audi has a great chance to dethrone BMW. The Indian subdivision of aspiring German car maker reported a sales volume of 3,282 models during January-May 2012, indicating a growth of 37.09 per cent.

According to Perschke, the car maker has got its eyes set on a volume of 8,000 units for the current year, more than 45 per cent growth over the year-ago period. For this purpose, company is pinning its hopes on the recently-launched compact Sports Utility Vehicle, Q3, which it will start manufacturing in the country from 2013. He said, "Within five days of the launch of the Q3, we have received bookings of 500 units. This year, we are looking to sell 1,000-1,200 units of the SUV." Audi is planning to sell 200 units of the Q3 every month for the next six months and is aiming to increase this figure further from next year.

When probed about the new products on the company's agenda, Perschke revealed that it is planning to launch its A3 sedan in India. The car maker will most probably manufacture the new sedan at its Aurangabad plant in Maharashtra in order to present it with a competitive price tag. While hinting that A3 will most probably launched here in 2014, Perschke also mentioned that company will increase its production capacity from the existing 6,000-6,500 units to 9,000-9,500 units in 2013.

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