Audi is on a steep growth curve in India. The brand of the Four Rings was relatively unknown in the luxury car market not long ago. It first got a bit of attention when cricketer Ravi Shastri bagged it as a prize in Australia in the 1980s. Then followed a long lull. Today, the company expects to touch 300,000 units by 2020. In an interview with FE’s Rajat Guha, Audi’s managing director for India operations, Michael Pershkey, shares his vision on how the company would steer its way through competition to be the number one car maker in the luxury segment in just 3-5 years. Excerpts:

You are currently at number three as per sales in India. How would you reach the number one position in just 3-5 years?

While Mercedes Benz has been in India for more than a decade, Audi entered in 2007, a little later than BMW. And the company is picking pace since its debut and is perilously close to changing leadership dynamics. With 84% growth in sales in 2011, India became the fastest growing market for Audi globally. Assembling models here has helped in a big way. We have decided to assemble Q7 by the end of 2012. We will take our dealership network to 23 by the end of this fiscal. All these efforts put together, we hope to be number one in the next 3-5 years.

Will you pose big enough competition to BMW X1 with your just-launched Q3?

With Q3, we will do something very different in India. I am sure, by 2013, Q3 will be the leader in its segment. I cannot comment on what the competition is doing, but we know them. Q3 is more than X1 for a SUV in that price bracket. We continue to be the market leader in the luxury SUV segment in India with our Q5 and Q7 and in the super sports car segment with the iconic R8.

Will you not consider introducing some vehicles in the sub-R20 lakh price bracket as Mercedes is seriously considering introducing its fleet of A and B class in the next two years…

We have done a market study in November for ascertaining the demand for such vehicles in India. We have got clear indications that A and B concepts are not right concepts for Indian market. We are leader in the luxury segment. This year our premium sedan A4 supassed BMW 3 Series. A6 is also catching up fast in its segment and closing the gap quickly. So, we will focus on what we have rather than trying out new grounds.

Globally we are now the number two luxury car maker, after BMW. We have overtaken Mercedes. The same is going to happen in India shortly.

What have you done so far to achieve such remarkable numbers in terms of sales? What would be your future strategy?

We have tried to position all vehicles across segments as ‘aspirational’. Today’s Indian wants a brand like ours ? one which reflects his personality, which is progressive and aggressive and is seen as defined and distinct. We have understood this and will continue to touch the pulse of the Indian youth. Competition will be always be there, but we are confident that Audi’s design philosophy and product statement will keep the brand strong.