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India's Luxury Car Wars Set To Heat Up As Audi Looks To Outgun Mercedes
Audi is looking forward to launch 10 new models in India this year, with an aim to become the luxury car segment leader.
The luxury car segment in India is competitive, and is dominated by the three Germans, Audi, BMW, and Mercedes-Benz. Audi once led the segment, but lost the crown to Mercedes, and to regain ground, Audi has lined up 10 product launches for India.
Part of the launches will be two completely new models for India, to further enhance the carmaker's presence in India. Audi has not set a time frame as to by when the carmaker will take the top position.
Rahil Ansari, the Head of Audi India told PTI, There has been a phase of consolidation (in India) and we are looking at a sustainable number one position here. Audi belongs there. We need to be number one again at some stage of time."
"It doesn't have to be overnight but it can't take till 2030 either. What is important is that it has to be sustainable business for all involved, including our dealer partners."
Mercedes-Benz managed to sell 13,231 units in 2016 and BMW sold 7,861 units, while Audi has not revealed the number of vehicles it sold in 2016.
Speaking about launches, Audi recently launched the diesel variant of the A4 sedan in India, and is gearing up to launch the A3 in India soon.
Hinting at performance oriented models, Ansari said, "While the volume models are important, we will also be launching those cars which can give a 'Halo effect' so that we can turn our car customers into fans."
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