Balbir Singh Dhillon: Telangana, South India key to Audi’s premium playbook

Audi has made significant strides in the global electric mobility space. With India's strategy for the e-tron range shaping up for 2025, Audi India has big plans ahead in terms of new EV launches and infrastructure development.

In an exclusive interview with Bizz Buzz, Balbir Singh Dhillon, Head of Audi India said that they currently have four EVs in their portfolio- Audi Q8 e-tron, Audi Q8 Sportback e-tron, Audi e-tron GT and Audi RS e-tron GT.

"EVs constitute 2% of our total sales volumes - it is important to note that our e-tron range is priced above Rs.1 crore, which implies that we are catering to a limited segment,"

Audi India, they have created an EV ecosystem for their customers. The e-Tron hub is a special tab available on the 'myAudi Connect' app that guides customers on a range of functions and features of their electric vehicle. 'Charge my Audi' is available on the 'myAudi Connect' app. It is a one-stop solution that gives Audi e-tron customers access to multiple charging partners on one app. 6,500+charge points are currently available to Audi e-tron owners on 'Charge my Audi', with more to be added in the next few months. "We have successfully installed 140+ chargers across 75 cities in India – this includes all Audi India dealerships, workshop facilities and select VW Group brand dealerships located across strategic highways

Telangana, especially Hyderabad, is an emerging hub for luxury automobiles. Can you share how Audi is performing in this region and what strategies are in place to strengthen your presence further?

Telangana continues to be a very important market for Audi India. Over the past three years, we have observed a notable increase in sales within the region. This market significantly contributes to our overall sales and growth, both for new Audi vehicles and our pre-owned car business. It is a market that has an appetite for luxury and performance cars.

From the very loved Audi Q3 right up to the flagship RS e-tron GT, our sports electric car, we have witnessed good demand. A lot of younger

professionals and emerging entrepreneurs are purchasing top-end cars. Changes in lifestyle preferences among customers are also driving demand for luxury cars in the region. The Telangana market has great potential to grow, and we are confident sales will increase in the coming months.

South India has traditionally been a strong market for premium cars. Are there any specific expansion plans, new dealership openings, or regional campaigns Audi India is focusing on in the southern belt?

South India has always been a key market for Audi India, contributing significantly to our overall growth and customer base. The region has a strong appetite for luxury vehicles, driven by a discerning and progressive audience that values technology, design, and performance.

We continue to strengthen our presence across the southern markets through strategic expansion and customer-centric initiatives. We have a strong presence in key cities and are actively exploring opportunities to open new touchpoints in emerging premium hubs across the region. We're also driving deeper engagement through region-specific campaigns, experience-led events, and digital-first service innovations that cater to the evolving expectations of our customers in the region. Whether it's

showcasing our electric range or introducing exclusive lifestyle experiences, our goal is to be where our customers are—and deliver the Audi experience seamlessly.

The Audi Approved: plus business has seen steady growth in India. How critical is the pre-owned luxury segment for Audi India, and what role will it play in driving volumes and customer acquisition this year?

Audi Approved: plus has emerged as a strong growth driver and a strategic pillar in expanding the Audi India ecosystem. With 26 facilities and 500+ cars available across the country and more facilities in the pipeline, we're meeting the rising demand for high-quality pre-owned luxury vehicles backed by the trust and standards of the Audi brand. This platform is not just about selling pre-owned cars — it bridges the gap for aspirational buyers and becomes an accessible entry point into the world of luxury mobility.

For customers, Audi Approved: plus is their first experience with the brand, and we ensure it matches the premium standards of a new car purchase, with a rigorous 300+ point check, warranty options, roadside assistance, and tailored finance solutions. As we expand into Tier-II and Tier-III markets, this initiative is helping us reach newer demographics, nurture brand loyalty early, and bring more customers into the Audi fold.

What are your new initiatives?

We have set up India's first ultra-fast charging e-tron hub in Mumbai. Boasting an impressive total capacity of 450kW, the ultra-fast charging 'e-tron hub' can deliver 360kW of power to an electric vehicle and is enabled by a 500-amp liquid-cooled gun to ensure high performance and efficiency.

How has Audi India performed in Q1 2025 compared to the same period last year? What have been the key drivers of growth or challenges so far?

Audi India recorded strong growth in Q1 2025, retailing 1,223 units—marking a 17% year-on-year increase. The growth highlights our successful efforts to capitalise on our diverse product portfolio and renewed supply chain stability.

The key contributors to this growth include the continued popularity of models such as the Audi Q7 and Audi Q8. This performance builds on the momentum from last year, in which Audi India celebrated the milestone of 100,000 cars on Indian roads.

Luxury car aspirations are growing among younger Indians, especially first-time buyers in the premium segment. How is Audi India tailoring its products, experiences, and marketing to resonate with this new generation of customers?

We recognise the growing influence of young buyers in the luxury automotive space and are committed to enhancing their experience through a seamless, personalised, and technology-driven approach. We are focused on expanding our product portfolio to offer the perfect balance of luxury, safety, and versatility. Additionally, we are refining our retail experience to be more engaging and consultative, ensuring that young customers feel empowered in their decision-making process.

Beyond the product, we are actively fostering a stronger connection through exclusive community engagement initiatives, curated driving experiences, and networking forums that bring together professionals, entrepreneurs, and automotive enthusiasts. Our flexible ownership and service solutions, including innovative finance options and hassle-free after-sales services, also cater to the evolving needs of this demographic. By focusing on these key areas, we are committed to shaping a more inclusive and progressive luxury mobility experience for young buyers.

With increasing demand for both performance SUVs and electric vehicles, what does Audi India's future product pipeline look like? Can we expect more locally relevant models or locally assembled EVs?

We continue to expand our portfolio with a strong focus on innovation, performance, and sustainability. We recently launched the Audi RS Q8 Performance, which has witnessed a strong response from our customers and is sold out till Q3 2025. While we cannot comment on specific future models, the brand remains committed to bringing cutting-edge technology, progressive design, and a blend of luxury and electrification to the Indian market. Audi's long-term vision aligns with advancing sustainable mobility, enhancing digitalisation, and delivering an unparalleled customer experience.