Audi India faced supply chain disruptions in early 2024, limiting inventory and sales. However, stabilization in the second half drove improved deliveries and a strong Q4 performance.
01 Jan 2025 | 2867 Views | By Autocar Pro News Desk
Audi India concluded 2024 with 5,816 retail sales, a 26.7% decline compared to 7,931 units sold in 2023. Despite initial setbacks, the brand demonstrated resilience, with a strong recovery in Q4, recording 1,927 units—its best quarter of the year and a 36% improvement over Q3 2024.
Balbir Singh Dhillon, ...
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Audi India concluded 2024 with 5,816 retail sales, a 26.7% decline compared to 7,931 units sold in 2023. Despite initial setbacks, the brand demonstrated resilience, with a strong recovery in Q4, recording 1,927 units—its best quarter of the year and a 36% improvement over Q3 2024.
Balbir Singh Dhillon, Head of Audi India, reflected on the year and said that the first half of 2024 brought supply-related challenges for Audi India, yet the continued demand for the company’s products reflected the enduring trust customers place in the brand.
“With improved supplies in the second half of 2024, our volumes improved by 36% in quarter four compared to quarter three of 2024. This year also marked a major milestone, with 100,000 cars sold in India. With the introduction of the new Audi Q8 and new Audi Q7, along with a robust portfolio, we are finishing the year strongly in quarter four and anticipate sales to grow hereon. We remain optimistic about the long-term potential of the Indian luxury car market and are committed to delivering exceptional experiences to our customers.”
Supply Chain Challenges and Recovery in Q4
Audi India’s performance in 2024 was impacted by supply chain disruptions in the first half of the year, which constrained inventory levels and hampered sales. However, the second half of 2024 recovered as supply chains stabilized, leading to improved deliveries and a strong Q4 performance.
One of the key highlights of 2024 was Audi India's crossing the 100,000 cumulative car sales milestone. This achievement was celebrated with the' 100 Days of Celebration’ campaign, which offered exclusive benefits to new and existing customers to help the brand gain some traction amid rising competition.
Growth in Pre-Owned Car Business: Slower but Steady
Audi’s pre-owned car division, Audi Approved, registered 32% growth in 2024, a notable slowdown from the 62% growth recorded in 2023. However, the brand continued its network expansion by opening its largest pre-owned luxury car showroom in Northeast India (Guwahati) and a new facility in Mangalore, bringing the total to 26 Audi Approved facilities nationwide.
Strengthening the Q Range
Audi India’s Q-series SUV lineup received a significant boost with the launch of the new Audi Q8 and Audi Q7 models in 2024. These additions enhanced Audi's presence in the luxury SUV market and played a crucial role in driving demand during the latter half of the year.
Key Performance Metrics for 2024:
• Total Retail Sales: 5,816 units (down from 7,931 units in 2023)
• Best Quarter of 2024: Q4 with 1,927 units (36% growth over Q3 2024)
• Pre-Owned Car Growth: 32% (compared to 62% in 2023)
• Network Expansion: 26 Audi Approved: plus facilities (up from 25 in 2023)
• Significant Milestone: 100,000 cumulative car sales achieved
Despite the challenges in 2024, Audi India recovered on a high note with better sales in Q4. With a strong product portfolio, continued network expansion, and a focus on enhancing customer experiences, Audi India remains optimistic about the long-term potential of the Indian luxury car market.
Dhillon emphasized that the brand anticipates continued growth in 2025, driven by strong customer trust, innovative products, and strategic market initiatives.