DNA: India is not a large market, but a profitable one

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The C-Suite Interview

German car manufacturer Audi, which remained numero uno up to March 2015, has slipped to a second position following the Volkswagen controversy over emission norms. However, the auto giant has lined up ambitious plans to replace Mercedes, which is now climbed up to the number one slot. Joe King, head of Audi India, tells Shrimi Choudhary that company has full faith in its brand's fundamental strength and is hopeful to maintain its target growth in India this fiscal.

Q. Your competitors have been bullish on the sales numbers. Recently, Mercedes-Benz said it would retain the top slot through the rest of the year and hopes to continue 40% sales growth. Any strategies to counter?

A. In the recently concluded 2015 India luxury segment sales satisfaction study by JD Power, Audi has scored the highest in sales satisfaction among luxury brands in India. Leadership is not just sales volumes, it's about having good quality service, customer interaction and a strong brand pull. For the Indian market, the strategy has to be right and ours has been on track. We will continue to follow this strategy. This includes – A) right product mix, where we offer the best of mobility through latest products relevant for India; B) Wide dealership and after-sales service network, where we've invested with partners who own their territory.