Audi has set its sights on a 16 per cent share of the Indian luxury car market within three years, up from its current 8 per cent. A top company official revealed plans for aggressive network expansion and new model launches to compete with dominant players Mercedes-Benz and BMW.
The company will launch three new products in the next one year, starting with the all-new Q3 sports utility vehicle (SUV) this festival season, followed by electric car E5 by first half of next year and its flagship model Audi Q9 by the second half of the next year.
“We are in the cusp of launching one of the strongest products offensive. We have been working on three pillars for the last couple of months — new products and focus will remain in ‘Make in India’; second is the network; and the third pillar will be the customers engagement after they own the cars. The ultimate objective of all of these three topics is that we want to double our market share in the next three years, which is currently at around 8 per cent,” Balbir Singh Dhillon, Brand Director, Audi India, told businessline.
On the network side, Dhillon side it will be expanded to around 40 showrooms by next year from 29, continuing with ‘workshops first’ strategy and ‘Audi Approved’ for repairs and selling pre-owned cars respectively.
“We are doing some massive skill upgradation programme for the workforce too because all the new products will come with the new, latest technology including many features, which we will introduce for the first time. All the cars will be software-heavy, a lot of digital elements inside the cars, which we will see for the first time, and also Advanced Driver Assistance Systems,” he said.
On other alternate fuel options, Dhillon said the company will focus on petrol and EVs right now, and depending on the India-EU free trade agreement, Audi can always import some of the strong hybrids to the Indian shores.
Asked about the luxury car market in India, he said the market is expected to remain flat this year because of several reasons including West Asia war and the forex fluctuations. The luxury car market in India stood at around 52,000 units in 2025, which is estimated to be around 55,000 units this year.
In the first half of 2026, Audi India had delivered 1,896 units. In 2025, its total retail sales were at 4,510 units.
Published on August 5, 2026
