‘Supply constraints have resulted in delayed delivery of 450-odd vehicles’

Audi, the German luxury car maker, announced sale of 10,002 units in calendar 2013, up 11 per cent, and in the process became the first luxury car manufacturer to cross 10,000 unit annual sales in India. It sold 9003 units in 2012.

In a statement, Joe King, Head, Audi India, said, “2013 was a stellar year for Audi in India in terms of growth, expansion and performance. In 2013, we ventured into new grounds with our unique customer connect initiatives — Q drive, R drive and Multicity drives, reaching Tier-2 and Tier-3 cities”.

The month of December 2013 was a landmark for Audi India as it recorded its highest-ever bookings at 1,340 units.

“However,” the statement said, “certain supply constraints have resulted in delayed delivery of 450-odd vehicles to January 2014. As a goodwill gesture, the company is providing these customers with the price protection and will be delivering the cars in January 2014 with December 2013 prices”.

In December 2013, the company had announced an increase in prices across its model range by 3-5 per cent from January 1, 2014.

Speaking to The Hindu, Ajay Sethia, automobile analyst, Centrum Broking, said, “Owing to its customer profile, the luxury car segment is not significantly impacted by a slowdown.

“Even other luxury car manufacturers have continued to grow as buyers are not constrained by the price which starts from Rs.20 lakh. The typical model cycle is 5-6 years but manufacturers have to launch new products at the right price”.


Among the other two constituents of the triumvirate of German luxury car makers in India, BMW has not yet announced its figures but Mercedes-Benz India’s (MBIL) sales grew 32 per cent at 9,003 units (6,840 units) in 2013.

In a statement, Eberhard Kern, MD & CEO, MBIL, said, “We are very satisfied with our performance in 2013 which we called the ‘Year of Offensive’. We are happy that our new A-Class, E-Class and the SUV portfolio saw robust demand amidst challenging market conditions.’’

MBIL will launch the new S-Class and has identified 2014 as the ‘Year of Excellence’.

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