Chennai: Audi India expects to enter a sustained double-digit growth trajectory from 2027, as the German luxury carmaker prepares an aggressive, product-led comeback. The strategy includes a pipeline of new launches, an expanded retail network, and other initiatives, even as the rupee’s depreciation against the euro adds to cost pressures.The company plans to launch three new models as part of its product offensive. The new-generation Audi Q3 is scheduled to be launched on October 16, followed by the Audi A5 in the first half of 2027. The A5 will be locally manufactured in India. The company will subsequently introduce the Audi Q9, its flagship model, which was recently unveiled in the US.“You will see a lot of action from Audi in the next 20 months,” Balbir Singh Dhillon, brand director of Audi India, told TOI.Although the luxury car market is expected to grow in 2026, Audi expects its sales to remain largely flat this year, constrained by limited vehicle availability rather than a lack of demand. However, it aims to return to a growth trajectory from next year, supported by a series of new launches and a broader product offering.“Demand is growing, and we could have grown further, but our ability to sell is limited by the number of cars available,” he said.Audi is also evaluating the introduction of additional models under the proposed India-European Union free trade agreement (FTA), which Dhillon expects could come into effect sometime in 2027. Lower import duties, if implemented, could improve the viability of bringing more high-end models to India.The product push is central to double its market share over the next three to five years, after losing ground to rivals such as Mercedes-Benz and BMW in the Indian market.Meanwhile, a sharp depreciation of the rupee against the euro has increased the cost of imported vehicles, parts and components. According to Dhillon, the rupee depreciated by about 19% in 2025 and a further 5-6% in 2026 up to the time of the interview, putting pressure on pricing and affordability.To offset rising costs, Audi has been raising prices of its cars like other luxury brands. However, higher prices risk putting new luxury vehicles beyond the reach of some prospective buyers.The company is seeking to address this through its pre-owned car business, Audi Approved Plus. It sold around 4,500 pre-owned luxury cars last year, equivalent to one pre-owned vehicle for every new car sold. Most of these were Audis, although the business also included vehicles from other luxury brands.The strategy is to widen the ownership funnel by offering customers a more accessible entry point into the luxury segment, even as new-car prices rise.Alongside its product launches, Audi plans to expand its retail footprint from 28 new-car showrooms this year to 40 by next year. The network is expected to exceed 50 showrooms by 2030.
