"Audi products are about pride of ownership"

Font Size

Print

Feedback

Email

Discuss

Related Articles

Gold the most preferred investment

: Martin Birkner, vice-president, marketing of German luxury carmaker, Audi India, has been engaged in formulating the marketing strategies for Audi since its launch in India. Forty-year-old Birkner believes that the charm for luxury products and particularly for high-end luxury car brands is on the rise in India. The company is, therefore, working to expand its base in India by extending the dealer network from seven exclusive Audi dealerships to at least 10 before the year-end. In a freewheeling interview to FE’s Ruchi Kapoor, Birkner talks about the potential of luxury cars in India and unveils the company’s plans for the country.

What does Audi stand for in India? How do you differentiate it from your peers?

That’s quite clear. Our claim is “Vorsprung durch Technik”—that means “advancement through technology”. That’s what Audi is all about and that is what drives our company. You can find that in the product, the design and in the way we try to communicate the sophistication and innovation of an Audi car.

Audi is a luxury brand—it is sophisticated and the accent is on perfection. It’s also got an aspiration value. When you see an Audi car, you will see it’s a bit different from other luxury brands. It’s about subtlety, it’s not showy, it’s a brand that focuses more on values and design. It is sporty and aggressive. In that sense, it is also aspirational.

How big is the market for luxury cars in India? What kind of feedback have you got about your product?

There are 250 thousand millionaires in the country. You can see there is a lot of potential in the luxury segment. The overall car market is also growing year on year. This year, the segment was roughly 4,500 cars and this is still less when compared to the actual potential in the country. People in India are just about entering the luxury segment, but they are already looking for alternatives to choose from. They want to see new brands, new statements and Audi makes a new and powerful statement in the luxury segment. We believe that Audi will be very successful.

What is the size of the luxury or premium car market in India?

The market in 2007 was roughly 4,500 cars, but there aren’t yet many makes in the country. But it’s getting bigger.

What is the profile of your target customer in India?