Q7 SUV, Mercedes Benz S, Audi India, electric vehicles, Dhillon, eqc

Amid rising popularity and government support, Ingolstadt-based luxury carmaker Audi has entered the nascent premium luxury car market with its e-tron range of vehicles on Thursday.

The maker of the Q5 and Q7 SUV expects 15% of its total sales to come from electric vehicles by 2025. Having faced the brunt of falling market and product portfolio shift for the last three to four years of decline, Audi now expects to post strong double-digit growth in the coming 3-5 years provided there are no major disruption of covid or shortage of parts.

Instead of one, Audi decided to launch of three electric SUVs – the Audi e-tron 50, Audi e-tron 55 and Audi e-tron Sportback 55 – (priced at Rs 99.99 lakh to Rs 1.18 crore) aiming to offer multiple choices to the prospective buyer to fulfill their specific needs and price points.

Q7 SUV, Mercedes Benz S, Audi India, electric vehicles, Dhillon, eqc

There are three to four more offerings lined up including RS-E-tron GT in the next 12 months ensuring that it widens the choice of electric vehicles for prospective Indian buyers to over a half a dozen. The e-tron range of vehicles will take on Mercedes Benz’s EQC and Jaguar i-Pace.

To be sure, Audi has committed an investment of 12 billion euros by 2025 and will introduce over 20 electric vehicles by then. The company took a strategic call to exit diesel and focus just on EVs and petrol.

Balbir Singh Dhillon, head of Audi India told ET, the brand in India is quite aligned with the global direction of focussing on petrol and electrification.

“It is not just a launch of a vehicle, but a launch of an all-new brand, which is going to be a core pillar of growth in the future. We are executing this with an ecosystem approach. We have spent over three years understanding the needs of the prospective buyers and have come out with a package that addresses all anxieties,” added Dhillon.

Q7 SUV, Mercedes Benz S, Audi India, electric vehicles, Dhillon, eqc

Assured buy-back within a year to three years, in case a prospective buyer wants to sell the vehicle, extended vehicle and battery warranties running upto to 5-8 years and even the road-side assistance in case of a rare incidence of battery discharges in the middle of the road.

Audi is offering two complementary chargers – one fixed and one portable, which the buyer can use anywhere. The charger also comes with a three-pin plug, which can be plugged into any outlet.

The German luxury car maker has already set up an infrastructure of over 100 chargers which will be installed across 75 cities across the country. And the key Audi touch points will get 50 kW chargers for shorter charging times.

Q7 SUV, Mercedes Benz S, Audi India, electric vehicles, Dhillon, eqc

Plus, myAudi app has various features that can help the buyer locate the charging stations nearest to the car on a digital map. The App also has a charging time calculator.

Dhillon says the recovery in the market place has been very strong post wave 2 and Audi expects to end 2021 with a strong double-digit growth.


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