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<img class="alignleft" style="margin: 8px" src="http://www.carzy.co.in/blog/wp-content/uploads/2012/08/AudiLogo.jpg" alt="" width="200" height="131" />The German auto giant Audi is on fire. After overtaking Mercedes, Audi is radiated to give neck to neck competition to BMW in India. As per Audi MD Michael Perschke, both BMW and Audi manage to sell around 750 units per month, but with all extra hard efforts Audi will top the luxury car segment very soon.
Audi India is very selective in its operations. With creativity and intelligence on one hand and logic and practicability on other, Audi India has been winning Indian hearts. Focused more on younger consumers, with relatively cheaper offerings, Audi is aiming to have undisputed leadership in 2015. However Perschke said that company will likely to be leading in a year, if it does not happen then 2014 will surely be the year of success. Audi has formulated all the strategies to be number one in the country, he added.
Perschke believes that some of the industrialists like Adi Godrej and Baba Kalyani and his son Amit in India are very much affirmed with Audi and has been timely ordering Audi cars to be part of their garage. So with all the potential to grow in India, Audi has been following an aggressive strategy that includes offering cars in the sub-30 lakh luxury category, which has started paying dividends. Audi Q3, within a small span of 5 months, has cloaked 1000 sales bookings.
Following the brand DNA of progressiveness and sophistication in its products, Audi has been successful in its strategy of going down in the price ladder. With an attractive product line up across segments and scale effects with Volkswagen’s contribution of inherent cost advantage, Audi is able to please customers with either pricing or content.
Moreover, company is also looking for network expansion by broadening its network in to small cities. Currently it is running operations in Navi Mumbai, the satellite town in Mumbai, which will be taking to Nagpur, Lucknow and Kanpur making a total of 25 locations.
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