Audi to enter used car market of India, targets upper middle class families and small towns

Tuesday 03 April 2012, 12:02 PM by Vikas Yogi

Audi India is gearing up to foray into the pre-owned car segment of the domestic automotive industry. It is looking to tap into the potential of buyers in small towns of the nation to propel growth in this sector. Nowadays, consumers in India only have the option of buying a used car from dealers and traders and are reluctant of purchasing the same without any guarantee from the manufacturer's side.

When the German luxury car maker ventures into this segment, buyers will have more faith in the quality of the pre-owned model they purchase since the company will service the car and offer warranty on the same. The manufacturer is aiming to attract upper middle class buyers who want to buy a luxury car but cannot bear the costs of a new premium vehicle.

Regarding the used car market, Michael Perschke, the head of Audi India, commented, "So far, used car business in this segment is dominated by traders, but buyers may find a better bargain if original manufacturer refurbishes cars and sells with a warranty. Some luxury cars enter the second-hand market within 12 months of purchase."

In recent times, the company inaugurated a new showroom at Nagpur and will open new outlets in Bhopal, Coimbatore and West Delhi in April 2012. It will continue developing its dealership network in small cities by opening a showroom in Raipur in the next couple of months.

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