DH Interview | One in three Audi India buyers is a repeat customer: Audi India Brand Director Balbir Singh Dhillon

The German carmaker remains firm on building a future-ready brand aligned with evolving customer expectations, Audi India Brand Director Balbir Singh Dhillon tells DH’s Hrithik Kiran Bagade in this interview.

Audi India is focusing on steady, sustainable growth as it navigates a changing luxury car market, with a noticeable shift toward younger, more experience-driven buyers. The company continues to see consistent demand across its portfolio, with SUVs driving a significant share of sales, while also strengthening its pre-owned business as an entry point for new customers, alongside its broader customer experience initiatives. Meanwhile, the German carmaker remains firm on building a future-ready brand aligned with evolving customer expectations, while adhering to its core values of performance, progressive design, and technology, Audi India Brand Director Balbir Singh Dhillon tells DH’s Hrithik Kiran Bagade in this interview. Edited excerpts:

Please share your thoughts about Audi’s performance and overall
industry positioning.

Last year, we utilised the time to strategically strengthen our foundation for sustainable growth. While we were presented with unique challenges, we saw a positive recovery in the second half of the year, supported by festive demand and the impact of GST rationalisation. Our strategy is centered on strengthening our product portfolio across segments. Alongside this, we are consistently enhancing our customer-centric initiatives, after-sales service, and digital ecosystem to deliver a holistic luxury experience, reinforcing Audi ownership as a premium journey beyond the vehicle.

Besides, customer loyalty today is among the highest we have seen, which is a very important indicator for long-term growth. One in three Audi India buyers is a repeat customer.

Audi India launched the SQ8 recently. How many new cars/facelifts will you be launching this year?

The Audi SQ8 strengthens our high-performance SUV line-up in India and joins the Audi Q8 family as the sweet spot between the Q8 and the RS Q8 Performance. 2026 is going to be a defining year for us. We will start bringing in new products and share more details at the right time. Our endeavour will be to grow in line with the market, if not faster.

At present, what models/segments are you most bullish on in the Indian market?

We have seen consistent demand across segments. Our Q range (SUVs) accounts for 60 per cent of sales, underlining the growing importance of the segment. At the same time, our A range (sedans) continues to attract discerning customers, who value driving dynamics, comfort, and timeless design. Our RS (performance) models are also witnessing encouraging interest from enthusiasts who seek a more engaging driving experience.

Do you wish to introduce and sell more EVs in India? What powertrains will be your key focus going forward?

We remain committed to a balanced and future-ready powertrain strategy. We see potential in both internal combustion engine (ICE) vehicles and electric vehicles (EVs), and our focus is to cater to evolving customer preferences across both. Going forward, we will continue to invest in both technologies, bringing in advanced ICE products, alongside new electric offerings.

What sales are you expecting this year? What will drive it?

We remain cautiously optimistic about the year ahead, expecting the luxury car market in India to grow at 5-6 per cent. At Audi, we continue to see steady demand across our portfolio. We will continue to stay agile, closely monitor external factors, and align our strategy to ensure sustainable growth in the Indian market.

What trends, or changes do you notice in the Indian luxury car market? How is Audi responding to them?

The Indian luxury car market is becoming increasingly young and aspirational. We are seeing a growing share of younger customers, with nearly 70 per cent of our buyers under the age of 50. This also includes a rising base of first-generation luxury buyers who are more experience-driven and place a strong emphasis on design, performance, and technology. We are also seeing a steady increase in women buyers, which currently stands at around 11 per cent.

At the same time, we are witnessing the entry of new buyers into the luxury car market. To address the high entry barrier, for every new car we sell, we are also selling a pre-owned car, achieving nearly a 1:1 ratio last year. Audi India is increasingly leaning on its pre-owned car business as a strategic growth driver, as it acts as a critical entry point and enables customers to transition to new car ownership.

Another important trend is the growing demand beyond traditional metro markets, driven by rising affluence, improving infrastructure, and greater exposure to luxury brands.

Please share details about your pre-owned luxury car business.

Audi Approved: plus, our pre-owned car business, continues to be a strong pillar of our overall strategy in India. We currently operate 27 Audi Approved: plus facilities across the country, with a robust inventory of over 500 cars, enabling us to offer customers a wide choice of certified pre-owned luxury vehicles.

The business is witnessing strong traction not just in metros, but also across Tier-2 and 3 cities, where it serves as an important bridge between the non-luxury and luxury segments.

How many touch-points do you have in India, and in which cities?

We currently operate with over 67 touch-points across the country. We recently strengthened our presence in Hyderabad with the inauguration of a new showroom, along with a new Audi Approved: plus and a service facility. Going forward, we will continue to expand our network strategically.