German luxury car maker Audi had a tepid 2024. But the Volkswagen Group company hopes things will turn around and it will grow in line with industry trends this year.
Amid supply-related constraints, Audi only managed to sell 5,816 units in 2024, down from 7,931 units it had retailed in 2023. However, with supply issues behind, the company is seeing better days ahead.
"Last year first half of the year was a bit challenging because of supply chain issues. So that's where you saw a degrowth mostly came by. We are anticipating this year to be good. I expect the (luxury car) industry to grow in the range of about 8-10 per cent. That means the industry should be reaching around 55,000 units. And I believe that we will also grow in the same range like the industry," said Balbir Singh Dhillon, the head of Audi India.
The growth will be driven by several new launches, focus on network expansion and customer satisfaction. Its pre-owned car business is also seeing good traction, with sales growing over 30 per cent in 2024. It is now a strong business vertical for Audi and the company is hopeful it will continue growing in double digits.
"It really helps us, because we are able to sell pre-owned cars to the customers who are getting into luxury for the first time. And, thereafter, if you are able to convert them also into new car buyers, that is what our endeavour at the end of the day is," Dhillon said.
Audi on Monday launched the new RS Q8 Performance SUV in India. Powered by a 4-litre V8 engine, the RS Q8 Performance is the most powerful SUV in the Audi lineup. It delivers 640 HP and 850 Nm of torque and has a top speed of 305 km per hour.
"The overwhelming response to our RS models in India has encouraged us to continue expanding our performance car portfolio, especially for our younger customers who make up nearly half of our Audi RS Q8 clientele," said Dhillon.
The RS Q8 Performance will cost ₹2.49 crore. While the SUV is not going to be a volume driver, the company says it will be a brand shaper.
It should certainly be a big attraction for India's growing young population, who are increasingly buying more premium and luxury cars.
