Dubai, 18th February 2020, Audi Middle East outlined their strategy for 2020 at a Media Breakfast held at The Lighthouse restaurant in Dubai Design District.
Carsten Bender, Managing Director of Audi Middle East summarized the performance for Audi globally and in the region during 2019, the opportunities for 2020 and defined the new customer focused structure at Audi Middle East:
Carsten Bender, Managing Director Audi Middle East Speech
“Despite challenging global conditions, 2019 proved a positive year for Audi globally and we delivered 1,845,000 cars worldwide, which is a 1.8% increase on the previous year.
Here in the Middle East, we had our own challenges, being located in a politically charged region with an inconsistent economic climate. Even so, we saw some markets and some models perform very well.
The Q8 for example, was our biggest selling model last year accounting for almost 20% of our volume. That’s an outstanding success as a new model in a new segment of the SUV range and shows how the customers here are eager to own top of the range, premium SUVs.
Saudi Arabia in particular had a great year with a 22% increase in sales over 2018. The Q8 was a top performer here too, but our sedan cars also do exceptionally well in this market. The A6 for example out-performed the UAE by 64%. The growth in sales to new female drivers undoubtedly accounted for some of that success and we are anticipating further increase in 2020.
We were also able to bring 3 new cars to the market in 2019, with the introduction of the new Q3, RS 5 Sportback and the S8, our flagship sporty luxury sedan.
The focus for Audi is and always has been our customer. Customer satisfaction is our top priority, so in order to maximize this, we have created a new Customer Experience Department whose focus is to be the voice of the customer within our organisation and the dealer network.
Our “Consistently Customer” strategy for 2020 will ensure our customer is at the centre of everything we do, and we will work to build seamless and cutting edge experiences at every interaction with the Audi brand.
This means establishing a data driven mind-set that drives informed business decisions to bring value to the customer and to the business faster – both now and in the future. This team is led by Ian Moulson, Customer Experience Director.”.
“The automotive industry is experiencing turbulent times and Audi is undergoing transformation. With the “Consistently Audi” corporate strategy, we are responding to the current challenges and actively shaping the change,” he continued.
“We are preparing ourselves for a future of sustainable mobility with an ambitious e-roadmap, a consistent focus on customer needs and on the sustainability of the company, and with our sights firmly set on future trends.”
Here in the Middle East, although we have many challenges, we have set the course for future growth. This year we will have the youngest and widest portfolio ever arriving in the market – with a car for every customer.
In the Q range, which now accounts for 50% of our volume in the Middle East, the recently arrived Q3 will be joined by a brand new model in this segment, the Q3 Sportback. This compact SUV in coupe form is extremely dynamic and sporty and will create another new segment for the Q range.
The updated and substantially refreshed Q7, A5 and A4 models also arrive in Q2. These are not just face-lifts. They are new top models with great design, state of the art technology and maximum efficiency.
And that’s not all – the new S6 and S7 are also on the way giving our customers 5 new cars by the end of May.
But how about e-tron? Audi has pledged to launch 30 electric models, 20 of which will be electric by 2025. We are setting the pace for electric mobility suitable for every-day use. This important step into an electric future is just being introduced to the Levant region and we will see e-tron together with a Sportback version here in the UAE by Q3.
Our most exciting introductions are our RS models. Performance is an Attitude and these models perfectly demonstrate this passion and progressiveness or, as we say our “Vorsprung durch Technik”.
The RS models are the passion of the Audi brand and this year, almost the entire range will be new to our market including: the RS Q8, RS 7, RS 6 Avant, RS 4 Avant, RS Q3 Sportback and the R8.
In summary the key to success in 2020 for Audi Middle East is all about maintaining sustainable, profitable growth through the introduction of fantastic product portfolio and ensuring we are Consistently Customer driven.
It is also about people – the dedicated team at Audi Middle East, our dealers, our customers and of course you our media partners. Our team will be responsible for taking Audi Middle East into to a new era for the automotive industry. An era that is Digital, Sustainable and ready for Future Mobility solutions.