Audi India, the domestic subsidiary of German automotive marque, has snatched the numero uno position from its arch rival BMW in the domestic luxury car market for the first time. The interesting fact is that both Audi and Mercedes-Benz outclassed BMW in terms of sales witnessed in the country during the first quarter (Q1) of 2013 calendar year. In terms of total sales recorded in the year 2012, BMW had sold the most premium cars in India, followed closely by Audi and Mercedes-Benz at second and third positions, respectively.
As per a report by Rushlane, Indian arm of Audi registered impressive domestic sales numbers standing at 2,616 units between the January and March months of 2013. Further, Mercedes-Benz India sold 2009 units in the domestic luxury automotive space during the same period. On the other hand, BMW India lost its position as the number one luxury automotive player in the country by selling just 1,465 units in the January to March period of 2013 calendar year. Of the total vehicle sales recorded by BMW, 1,410 units came from BMW-branded models, while sales of 55 units comprised Mini cars.
Evidently, both Audi India and Mercedes-Benz India advanced through the pecking order at the expense of BMW India, which performed not so well in terms of premium car sales. The arrival of a new leader in the form of Audi could possibly mean more excitement in the Indian luxury car market. BMW could embark on a more aggressive campaign, in order to reclaim its throne as the country’s top premium car seller. The German trio of Audi, Mercedes-Benz and BMW offer top quality models for the high-heeled section of Indian car buyers. However, the aforementioned auto makers are working on introducing more affordable vehicles, in order to target a greater consumer base in the domestic luxury car market.
Mercedes-Benz is set to introduce its A-Class premium hatchback range in the country in May 2013, while BMW and Audi are working on their own models. BMW 1 Series hatchbacks are expected to see Indian daylight sometime in September this year and Audi is also looking at bringing its A3 range in India. Industry sources have suggested that Mercedes-Benz A-Class, BMW 1 Series and Audi A3 would carry price tags around Rs. 20 lakh, which would make them cheapest offerings in their respective maker’s vehicle fleet. Experts believe that the arrival of affordable premium cars from the three German auto makers would certainly stir competition in the Indian luxury automotive space.
