Audi launches new Q3, vouches for its strategy

German automobile major Audi has said that the new Audi Q3, with its “refreshed design and a number of technical innovations” will add to the appeal of what it calls the “most successful model in its segment since its launch in 2012”.

The company on Friday launched its latest SUV offering in Bengaluru, priced from Rs 29,74,000 (ex-showroom Bengaluru).

In an email interaction with Deccan Herald, Joe King, Head, Audi India, said the Audi brand is popular with young achievers. He said Indian buyers are willing to pay a higher price for better value in terms of features and performance.

 “We have several examples of Audi Q3 customers who have jumped price bands to buy our luxury cars. These customers are looking for better value and not for a lower price.” King said Audi customers like customisation, and, therefore, the company offers “infinite customisation options”.

He said the Audi Q3 is the only car to offer quattro permanent all-wheel drive in its segment”.

Leadership in luxe niche

Audi has been a formidable player in the Indian luxury car arena, having rendered stiff competition to fellow German manufacturers, besides other European giants. But in the first quarter of the calendar year, Mercedes-Benz emerged at the top having sold 385 cars more than Audi.

But King appeared optimistic. “Leadership is not just sales volumes, it is about having good quality service, customer interaction and a strong brand pull. For the Indian market, the strategy has to be right and ours has been on track,” he said.

He said Audi India will continue with its strategy which emphasises having the right product mix, wide dealership and after-sales service network, well trained personnel for customer service, and progressive customer connect initiatives.