If you thought Audi was betting on just the Q3 compact SUV for the volumes to unseat BMW from the top spot in the domestic luxury car segment, you'd be surprised.
The German luxury carmaker now expects to lead the market by 2014.
This being a year ahead of its original schedule, the deluge of new models is expected to continue with new vigour.
Mr Michael Perschke, the Head of Audi India said the A3 sedan could bow in by 2014. Assembled in India, this is likely to be its new entry model, price positioned even below the Q3.
This is expected to be followed by another volume model — the Q2 — after the global launch in 2015.
“India is a marathon where you have to have a lot of stamina to run the race. We have a clear product plan till 2019, which takes into account most of our competition. The A3 sedan is the volume product expected after the Q3,” he said.
For Audi, 2012 is the year of “image and volume products,” so apart from the Q3, the new A4, S4, TT and S6 will also be launched.
Last year, most of its sedan portfolio of A6, A8 and A7, was replenished.
The first 500 units of the Q3 have all been booked, most being the more expensive variant. The second allotment will start by end-June, he said.
Volumes
To get the numbers, variants available in the existing model range will be expanded.
A new production line at its Aurangabad facility which will initially add 3,500 units annually , will make this possible.
“We will expand the Q7 range with local assembly at this new line. This will help us achieve increased volumes. Once the headquarters gives the go ahead, the local assembly of the Q3 may also start by spring next year,” he said. At present, the plant can make 6,500 cars on two shifts and the second line will take total capacity to about 15,000 units (two shifts).
Trading Scheme
Mr Perschke will also take competitors BMW, Mercedes-Benz and Jaguar Land Rover by the head by offering a “trading scheme” with models such as the Q3 by next year.
With sales already up 37 per cent (3,282 units) between January and May this year, Audi aims g to sell 8,000 units this year — a growth of 45 per cent.