German luxury car maker, Audi India is looking on a powerful product strategy in 2021 with plans to launch product altogether, the segments it operates in to clock a high double-digit growth in sales this year, a top company's official said. This can be when sales in the luxury car market is estimated to have declined by 40 per cent in 2020. The company has a optimistic outlook for the next year, even after a tough year, 2020 that saw a double whammy of a depleted portfolio and a pandemic weighing heavy on its new launch timelines. Officials added, “We'll have a very high double digit growth this year, and it may even be more than expected".
While the company, for now, only has two spec-models that are produced locally, some of the new products that are slated to be launched this year will be locally assembled.
There are two factors on the basis of which the company wants to grow by double-digit-internally as well as externally . In internal factor, the new product pipeline that the company have for this year. So that’s the internal strategy. The number of products that we’re going to have this year will definitely give them a big blip, which is positive. On the external side, very recently, the honourable Finance Minister made certain statements, saying that the budget will be unprecedented this year. And so far, the government has been focusing on supply side boosting and with this budget, they will also focus on the demand side.
Audi A4 to be a volume driver
As said by officials on the sidelines of the launch of the new Audi A4 sedan in India, at a starting price of ₹42,34,000 (ex-showroom), the A4 facelift will now follow new entry forms to Audi’s sedan range in India, which also includes the models like A6, RS7 and the A8L. The model gives Audi a competitor in the popular mid-size luxury sedan segment, something that it had been missing for almost a year. When the company first launched this model (A4) in 2007, since the time, it's been amongst the best-selling models and expect this to continue even going forward, said head. The company will launch it in the beginning of the year so that they can have a full 12 twelve months to push the sales of this model as the company have very high expectations from this model.
Sedans as significant to Audi sales as SUVs
Despite of rising the popularity of SUVs in most recent times, Audi has interestingly chosen the A4 – a sedan, as its first launch of the year. The head said that the trend for as market models is definitely more favorable towards the SUVs, but in the luxury space, you have equal demand for sedans and SUVs, both by explaining the rationale.
Expansion of Audi service network a priority
Audi further believes that increasing the ease of service of its products is a crucial step towards bringing in new buyers. The company is organizing a workshop-first approach, to ensure that we are available to our customers in close proximity, said Dhillon. Therefore, we wish to further expand to multiple cities with our workshops, followed by the Audi-approved and showrooms for the pre-owned cars business, that is additionally growing very rapidly,” said Dhillon.
Though Audi appears poised to create a powerful comeback this year, it'll be on a smaller base of 2020. Still, the expected double digit growth would make for a significant achievement for the carmaker that has witnessed a sale decline for the past four consecutive years in economy.