Audi India Head Balbir Singh Dhillon On Luxury Car Industry And Future Electrification Strategy

The luxury car industry in India has witnessed growth but it has been tapered down due to a slightly sluggish economy while macro-economic headwinds have also been plaguing the luxury carmakers. In this interview, we speak to Audi India Head, Balbir Singh Dhillon on their future plans, current range plus the Audi Approved business and electrification.

Q. How has the year been for Audi India and what can we look forward to from the brand for this year's festive season? 

A. While the first half of 2025 presented unique market challenges, we’ve used this time strategically to strengthen our foundation for sustainable growth. Our pre-owned car business, Audi Approved: plus, registered sustained demand and grew by 10% in the period January–June 2025. We achieved 6,500 charging points under the ‘Charge My Audi’ initiative and Olympic medallist and World Champion Neeraj Chopra was introduced as the ‘Friend of Audi’, reinforcing the brand’s progressive positioning. Looking ahead to the festive season, we are optimistic about the opportunities that lie ahead. Our focus continues to be on offering a strong product portfolio, strengthening our retail network, and ensuring seamless after-sales support.

Q. What are the new products that can we look forward to from Audi going into 2026?

A. We recently launched the Audi A4 Signature Edition and Audi Q7 Signature Edition. We continue to expand our portfolio with a strong focus on innovation, performance, and sustainability. 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.

Q. Audi has been known for SUVs from the Q3-Q7/Q8, what are the plans to further bolster its SUV range given the shift towards SUVs, including the new generation Q3?

A. At Audi India, SUVs have been a core strength of our portfolio, and we continue to witness robust demand for our Q range, including the Audi Q3, Q5, and Q7. Even today, our Q range continues to attract many buyers; we are witnessing strong demand from growing markets, particularly Tier-II cities. In addition to SUVs, we have witnessed an increased liking for the Sportback body style - the Audi Q3 Sportback and our performance models like the Audi RS Q8 Performance are seeing rising interest among driving enthusiasts. This body type has a stand-out, attractive design and style and combines the traits of both a sedan and SUV. As the SUV segment continues to grow, we remain focused on expanding our Q range with models that offer innovation, progressive design, and the hallmark Audi driving experience, delivering on both aspiration and versatility for the Indian luxury customer.

Q.LWB or a long wheelbase is a body style that's present in multiple segments within the luxury space, will Audi look at this?

A. We continue to explore and tap market opportunities based on evolving customer needs and global product availability.

Q. Audi's pre-owned business has grown and going forward are there plans to further expand its presence?

A. Audi Approved: plus has emerged as a strong growth driver and a strategic pillar in expanding the Audi India ecosystem and we are committed to scaling this further. With 26 facilities and 500+ cars available across the country, we’re meeting the rising demand for high-quality pre-owned luxury vehicles. 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. We are planning to open more facilities this year.

Q. India is one of the markets where the EV segment is growing albeit while still being a smaller share of the total market, how Audi plans to expand its EV offerings, diversifying into different segments?

A. As a brand, we are committed to supporting the electric mobility transition through a strong product portfolio, a growing charging network and customer-centric initiatives like extended complimentary charging and dedicated after-sales support for EVs. We remain optimistic about the trajectory and are well-positioned to lead the charge in shaping premium electric mobility in India. In addition, we offer a highly curated ownership journey — from complimentary charging benefits and roadside assistance to 12 high-voltage battery repair centers across India, ensuring peace of mind and reduced turnaround times. At Audi India, we have created an EV ecosystem for our 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. 

Q. The entry-level luxury segment has seen an influx of new model launches. Can we expect any models below the A4/Q3?

A. At present, our portfolio in India starts from the Audi A4 and Audi Q3 and we believe these models offer a strong entry into the Audi brand. While there are no immediate plans to introduce models below this range, we continue to evaluate market opportunities. For customers seeking a more accessible entry point, our Audi Approved: plus, pre-owned car programme offers a curated selection of certified vehicles with the same high standards of quality and service.

Q. Going forward, will Audi look at hybrids for India or stick to EVs?

A. We have globally committed to a transition toward electric mobility and in India, we are progressing in that direction in a phased manner. Currently, our line-up includes efficient petrol-powered models, which continue to see steady demand and play a key role in our portfolio. As part of our long-term strategy, we are focused on expanding our EV range to support a gradual shift towards full electrification.

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