Audi’s actions to maintain its participation in the high-end category | Companies | Audi | High range | luxury cars | Q8 | R8 | ECONOMY

Alexandra Bonnemaison, general manager of Audicommented that the firm placed 876 units in 2023, growing 34% and increasing its market share in the Luxury segment by 2 percentage points. “We face the sector with a strategy that covers different areas of the business, such as launches, process optimizations, customer experience, among other measures. The models that leveraged our were the Q3 and the Q5.”he pointed.

For this year, the board recognizes a recessionary context for the light and luxury vehicle market, which has been falling 11.5% and 3% cumulatively as of May 2024, respectively. Thus, anticipates a sale similar to that registered in 2023 (876 units), with a 23% participation in the luxury segment.

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Within the plans prepared by the German brand, Bonnemaison commented that They will have a greater volume of commercial campaigns considering the life cycle of their models (renewals). Specific, They will have unit updates for their A3, Q2, Q7, and Q8 models in the second half. ““The category that has been developing the most is SUVs, a market that we project will continue to grow,” Indian.

Additionally, he pointed out that the great growth opportunity is found in the segment of electrified vehicles belonging to the luxury segmentwhich has maintained constant double-digit growth in the last 4 years. “We will expand our portfolio with a new 100% electric model at the end of the year. Of our total sales in 2024, We project that 50% will be electrified units”he remarked.

In relation to other market opportunities, the board indicated that they are going to focus on the corporate sale, which has been growing rapidly in recent years. At the end of 2023, it grew 200% and they hope to maintain the growth rate in this segment that contributes 6%.

Previously, the executive had explained that the corporate client segment sparks interest in electric vehicles, especially for senior management corporate fleetsaligned with the objectives of large corporations to reduce their level of emissions.

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Bonnemaison assured that They do not contemplate opening new points of salebut will begin progressive transformation or remodeling projects of its four dealerships (Surco, Surquillo, Trujillo and Arequipa) with the new guidelines of its global concept called Audi Progressive Showroom. “It is a project that includes the remodeling of our headquarters between 2024 and 2025. A specific budget has not yet been assigned”he pointed.

With respect to your business in the inside the countrywhich provides the 15% of your sale through headquarters in Trujillo and Arequipa, the executive of Audi He anticipated a better outlook for this year. “Although 2023 was not a good year for these stores due to climatic and sociopolitical factors, we already see a recovery in both markets for this year,” I note.

In short:

• Alexandra Bonnemaison, general manager of Audiwas part of the 23rd annual Marketing Congress in Peru (CAMP-2024). During the event that took place on June 12 and 13 at The Westin Lima Hotel, various topics related to the brand positioning of the German firm in the country will be addressed.