Audi targets increasing reach in tier-2 and tier-3 cities
Audi, the German luxury car manufacturer which is celebrating completion of ten years in India this year is targeting increasing reach in tier-two and tier-three cities.
An initiative that the company has planned to enter tier two and three cities is a ‘workshop first’ approach, in the regions where the brand has a considerable car park. The company will also reach out to customers in cities where they do not have dealerships through mobile terminals. Audi mobile terminal is a showroom on wheels with an idea is to bring the brand to customer’s doorstep. The mobile terminal will be visiting 40 cities this year.
Company officials organized a press meet in Goa recently where they showcased the Q3. A test-drive was also held after the press meet.
“The Audi Q3 has been a segment leader ever since its introduction apart from being our best-selling model. The market has been evolving rapidly and we have always stayed ahead of the curve by constantly updating the model to enhance its appeal and make it more relevant for our customers. The new Q3 is the benchmark with new engine options, attractive new features and an enviable list of standard equipment upping its desirability quotient immensely. We are confident that it will attract many more fans to join the Audi family,” said Rahil Ansari, head, Audi India.
Commenting on the marketing strategy, Ansari said, “Our strategy has three pillars and product forms an important part of it. With the recent launch of the A5BratPack we are proud to announce that we have already achieved our target of launching 10 products in 2017. Making the brand accessible is the next pillar, overall we have 90 plus customer touch points at the moment and we are looking at expanding it through unique initiatives. The focus is to make business sense for our dealer partners.”
“Third pillar and the most important pillar which makes the brand approachable is our customer connect initiatives. We want to bring customers and Audi enthusiasts closer to the brand. Engagement for us goes beyond the routine test drives. Hence we have programs such as the sports car experience, Q drive and the Audi weekender. These programs enable our customers and prospects to experience the ‘Vorsprung’ offered in our product portfolio while learning how to handle the cars on the road through techniques taught by a team of instructors. Over 9000 customers have participated in these programs over the last five years,” added Ansari.
Ansari also said, “There is a growing new segment of customers who are upgrading from premium sedans to compact and executive luxury sedans and SUVs. These are young achievers in the age bracket of 28-32 years with disposable incomes to treat themselves to a luxury car, not only in tier one cities, but tier two and three towns as well. This is the segment that we have been able to consistently tap owing to its market positioning for young and young at heart customers. We definitely expect strong growth and market share from this new segment of luxury car buyers.”
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