The luxury car segment in India is dominated by the three German triumvirates, Audi, BMW and Mercedes Benz. However, for the past many months, Audi has found itself in the pole position when it comes to market share. The company has been constantly updating its line-up with new international models and has been rapidly expanding its touchpoints to make it more accessible.
The company continues to try more innovative options to increase its proliferation rate and that has led to the birth of the Audi Mobile Terminal! Essentially a portable showroom, it aims to give a full Audi experience which a customer can expect when he or she goes to buy a car in any of its dealerships. This however, gives the company a chance to enter tier 2 and tier 3 cities where they still don’t have a showroom.
Here’s what Joe King, Head, Audi India, had to say on the introduction of Audi Mobile Terminal:
“Audi has already established itself as the luxury choice for young achievers, with its progressive design, advanced engineering and innovative customer engagement approach. Taking this a step higher is yet another first in the form of the Audi Mobile Terminal, which brings the showroom right to the customer’s doorstep, especially in tier II and tier III cities in India, where the emergence of a progressive and discerning set of customers, is significantly contributing to the transformation of the luxury landscape in India. This is where the next phase of growth will come from and we are now future-ready.”
The Mobile Terminal, in addition to a car on display, will have Audi Exclusive Elements and an Audi Lounge with a range of Audi accessories. It will be run in association with Audi dealer partners and will be showcased to customers for over two days in the selected cities. Slated to visit over 30 cities in the course of 12 months, the company expects a target of 2,000 customers across the country. Select cities will also be organising Audi Driving Experience.