The Hindu Business Line : Audi lines up new marketing initiatives

Audi has novel marketing initiatives to spearhead its presence in India. It is eyeing the possibility of endorsing its brand through national teams (in sports) or celebrities; though none of them would be brand ambassadors for the automobile major.

On the launch of its Q7 model, the company had former cricketer Ravi Shastri promoting the product and the brand. He was promoting the brand on a goodwill basis due to his lineage with Audi (the cricketer was awarded an Audi 80 in the Benson and Hedges cup 1985) but was not a brand ambassador for the company, said Mr Rahil Ansari, country manager, Audi.

The company intends endorsing its brand through such events in conjunction with leading celebrities and teams. Globally, it has been endorsing two football teams (Manchester United - UK and a Munich - Germany-based).Besides brand endorsements, the company has plans to offer Audi merchandise for its elite list of Audi aficionados. The whole range would not be available; only certain products that would suit the Indian buyer will be available with the dealer. The products would be carefully scrutinised and picked up based on the lifestyle of the Indian consumer. Globally, merchandise of famous brands is a common marketing tool that is being endorsed by several companies.

In India, another luxury carmaker DaimlerChrysler India (Mercedes Benz) has taken the initiative to put up its merchandise across its chain of dealerships.

This merchandise will be present at the existing three dealerships (Mumbai, Delhi and Bangalore) and the forthcoming five more across the country. Thus with a total count of eight, the company has plans to sell 600 units in 2007, said Mr Ansari.

The Q7 is the latest model to be part of the Audi stable and is leading in sales with 90 units likely to be sold this year. The homologated models, A4 and A6 are the other prominent models.

Audi has plans to introduce more sporty models in the country. The RS4, S8 and the Audi TT Quattro are likely to venture into the market by mid-2007. These sporty models would be the first of its kind in the country.