Michael Perschke, who took over Benoit Tiers, as the head of Audi India’s operations in July this year talks exclusively to B&E on how the three pronged strategy has helped them increase Audi’s market share in India
Audi India witnessed a change of hands in July this year as 42-year-old Michael Perschke took over as the head of the luxury car brand in the domestic market. He succeeded Benoit Tiers (promoted to Head of Audi in France) who started India operations for Audi in 2007. Perschke, who hails from Germany, began with Audi AG in 2008 and has worked extensively in Europe and Asia. Interestingly, his earlier stint in India was as General Manager for Audi’s rival Mercedes-Benz between 1997 and 2000 when he was in charge of network development and regional sales. Here, in a candid conversation with B&E, Perschke shares his deep insights about the company’s rapidly growing India operations and how it is gearing up to fight the onslaught of other luxury car makers.
B&E: Audi has always been a surprise package and has proved to be an eclipse for the other luxury car makers across the globe. How has been the experience when it comes to India?
Michael Perschke (MP): Audi is currently one of the fastest growing luxury car brand in India, with an impressive year-to-date growth of 63%. In fact, 2010 has been Audi’s most successful year in India. We have clocked a total sale of 2,178 cars during January-September 2010, recording an exceptional growth over 2009 when we sold 1,333 units during the same period. We have also surpassed our last year’s annual sales of 1,658 cars. This exceptional sales performance has led to the revision of our annual sales target from 2,300 to 2,700 units for 2010. We are confident that the consistent growth that we have been witnessing will ensure that Audi India achieves its goals for the year.
B&E: So, what was it that actually helped Audi increase its market share as well as profitability in India?
MP: Audi India operates on a three pronged strategy. First, to spread awareness about Audi’s brand image and products among its target audience. Second is to offer its customers an energetic product line and service offering and third, to establish an efficient infrastructure and strengthen its dealer network across metro and non-metro cities. It’s actually this three dimensional strategy that has worked for Audi in India. Currently we are present in 13 locations across India, with showrooms in Mumbai (West), Ahmedabad, Bengaluru, Chandigarh, Delhi, Gurgaon, Jaipur, Hyderabad, Kochi, Kolkata and Pune. In fact, this year we have already opened new showrooms in Jaipur, Mumbai (West), Kolkata and Bengaluru, while Chennai and Ludhiana are on the horizon. Further developments include Lucknow, Coimbatore and Nagpur. We are also offering support to our customers in locations where we are not formally present at the moment through our customer care initiative – Audi Top Assist – a 24x7 road side assistance programme which includes our nearest located dealers. After-sales support too is provided by the nearest Audi authorised workshop and the same is communicated to the customer at the point of sale. Our innovative customer-centric approach, attention to detail and superior after-sales services differentiate us from competition and creates experiences for our customers that are in sync with our brand values globally.
Audi India witnessed a change of hands in July this year as 42-year-old Michael Perschke took over as the head of the luxury car brand in the domestic market. He succeeded Benoit Tiers (promoted to Head of Audi in France) who started India operations for Audi in 2007. Perschke, who hails from Germany, began with Audi AG in 2008 and has worked extensively in Europe and Asia. Interestingly, his earlier stint in India was as General Manager for Audi’s rival Mercedes-Benz between 1997 and 2000 when he was in charge of network development and regional sales. Here, in a candid conversation with B&E, Perschke shares his deep insights about the company’s rapidly growing India operations and how it is gearing up to fight the onslaught of other luxury car makers.
B&E: Audi has always been a surprise package and has proved to be an eclipse for the other luxury car makers across the globe. How has been the experience when it comes to India?
Michael Perschke (MP): Audi is currently one of the fastest growing luxury car brand in India, with an impressive year-to-date growth of 63%. In fact, 2010 has been Audi’s most successful year in India. We have clocked a total sale of 2,178 cars during January-September 2010, recording an exceptional growth over 2009 when we sold 1,333 units during the same period. We have also surpassed our last year’s annual sales of 1,658 cars. This exceptional sales performance has led to the revision of our annual sales target from 2,300 to 2,700 units for 2010. We are confident that the consistent growth that we have been witnessing will ensure that Audi India achieves its goals for the year.
B&E: So, what was it that actually helped Audi increase its market share as well as profitability in India?
MP: Audi India operates on a three pronged strategy. First, to spread awareness about Audi’s brand image and products among its target audience. Second is to offer its customers an energetic product line and service offering and third, to establish an efficient infrastructure and strengthen its dealer network across metro and non-metro cities. It’s actually this three dimensional strategy that has worked for Audi in India. Currently we are present in 13 locations across India, with showrooms in Mumbai (West), Ahmedabad, Bengaluru, Chandigarh, Delhi, Gurgaon, Jaipur, Hyderabad, Kochi, Kolkata and Pune. In fact, this year we have already opened new showrooms in Jaipur, Mumbai (West), Kolkata and Bengaluru, while Chennai and Ludhiana are on the horizon. Further developments include Lucknow, Coimbatore and Nagpur. We are also offering support to our customers in locations where we are not formally present at the moment through our customer care initiative – Audi Top Assist – a 24x7 road side assistance programme which includes our nearest located dealers. After-sales support too is provided by the nearest Audi authorised workshop and the same is communicated to the customer at the point of sale. Our innovative customer-centric approach, attention to detail and superior after-sales services differentiate us from competition and creates experiences for our customers that are in sync with our brand values globally.
Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).
and Arindam Chaudhuri (Renowned Management Guru and Economist).
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