"Audi products are about pride of ownership"

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: and extend our dealer network. If you are close to a market you learn a lot more and you can adjust your strategies according to those learnings.

What is the crux of your marketing and advertising strategy worldwide? In India, will it be in line with the international one?

As a global brand you have to communicate at a global level. We have a global standard irrespective of time and place. That is because the people you are targeting travel worldwide and see the brand all over the world. If we communicate through different strategies in different countries our target customer will be confused. This is our task—to communicate and let the customer experience Audi as the most successful luxury brand.

Of course, we sometimes adjust our communication style according to the local needs and that’s exactly what we are doing here.

How would you describe the market for luxury cars in neighbouring countries like China?

The luxury market, in general, is growing worldwide. In Europe there is a sort of stagnation though. In the emerging markets in Asia, like India and China, the demand for luxury cars is quite high. In China, for example, we sold more than 100,000 cars in 2007—Audi being the most successful premium brand in that country. So you can see the potential. India, we anticipate, will have similar potential.

How do you plan to expand your base in India?