Balbir Singh Dhillon, brand director, Audi India, told ET the company has firmed up the blueprint to widen the product portfolio, expand distribution network, upgrade customer experience across touchpoints to double its share in the luxury vehicle market to 15-16% in the next three years.
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While Audi India’s sales will largely remain flat this calendar year, it should start improving from 2027, supported by the new models, said Dhillon.
“Our sales in India are still limited in terms of contribution to our global volumes, but much of the growth here lies ahead of us rather than behind us,” he said. “There are not too many markets worldwide which are growing as India is.”
Audi India sold 4,510 cars in the local market in 2025, a 22% decline over 5,816 vehicles sold the year before.
Dhillon said the Indian luxury car market is currently under pressure as a sharply weaker rupee has forced automakers to initiate regular price hikes, the potential for sales in future remains robust. Luxury cars sold in India are either locally assembled from imported parts or brought as fully-built units, making them exposed to currency fluctuations.Also Read: JSW, Volkswagen plan new set of wheels to drive tie-up
“Luxury car sales used to grow faster than the total car industry till two years back,” said Dhillon. “Most players have been hit by adverse forex movements – currency depreciation used to be around 3-4% every year till 2024; it was 19% last year, and already 7-8% this year. We ourselves have been forced to take two price hikes,” he said.
Dhillon is however optimistic that “with the India EU-FTA on the anvil, a lot of opportunities will open up not only for carmakers but also for MSMEs. It will lead to wealth generation; consumption will go up.”
To capitalise this market potential, Audi has lined up multiple product introductions, starting with the new Q3 SUV in the coming festive season. The A5 sedan and flagship SUV Q9 are scheduled for launch in 2027.
Industry executives said the company is also scheduled to launch the new Q5, and Q7 SUVs, as well as the Q6 e-tron electric vehicle by the end of next year.
“This is one of the strongest product offensives the brand is kickstarting in India,” said Dhillon. “More including electrics will follow. We are also working on increasing our network by 25% to put in place a total of 40 outlets by the end of next year.”