Ring of Steel

Car India|July 2020

Ring of Steel
With plans to revamp their entire product range in India, Audi India say they are all set to make the four-ringed brand stronger. Excerpts from an interview with Balbir Singh Dhillon, Head, Audi India
Sarmad Kadiri

We saw a few new launches in India like the A6, Q8, and, more recently, the A8 L. Will Audi India have a three-car stable till the market situation improves?

We are looking at a much larger portfolio with a slew of launches planned for the rest of the year — this will include a mix of volume and RS models. With BS6 regulations, we have decided to revamp Audi’s entire product range in India. Therefore, all our upcoming products will either be brought to India for the first time or will be the next generation or facelift at the least.

There has been no major change in our product plan because of the market situation; however, there is a possibility that a particular product launch may move forward or may get pushed by a month or two — this is largely short term. The all-new Audi RS 7 Sportback is set for a launch in July and we have opened bookings for the car.

Audi India have had the strongest SUV offerings such as the Q7, Q5, and Q3 and, at some point, probably sold more SUVs than sedans. Why are these SUVs not on sale here any longer?

SUVs have been an integral part of Audi India’s line-up since 2006. Our first-ever SUV, the Audi Q7, was an overwhelming success and established the identity of the Q-family that expanded to include the Audi Q5, Audi Q3, and, most recently, the Audi Q8. The all-new Audi Q8 has created a strong pull and we’re happy to report we have already ordered our second batch of the highly personalized SUV.

As India moved to Bharat Stage VI (BS6) norms in April 2020, Audi India, with advanced planning and a focused approach, sold out all its BS4 stock of cars. With BS6 regulations, we have decided to revamp Audi’s entire product range in India. Therefore, as mentioned earlier, all our upcoming products will either be brought to India for the first time or will be the next generation or facelift at the least. We are doing this in a phased manner.

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July 2020