Motoring World (MW): Audi just recorded sales growth – which models are fueling this surge? Is your growth coming from SUVs like the Q5 or the e-tron lineup?
Balbir Singh Dhillon (BSD): We have demonstrated consistent growth, driven by a strong product portfolio, customer-centric initiatives, and an expanding focus on digitalisation and sustainability. We have witnessed increased demand for our luxury SUVs, performance models, and electric vehicles, reflecting a well-balanced strategy catering to diverse customer preferences. Some of the key growth drivers include Audi’s commitment to cutting-edge technology, an expanding retail and service network, and a strong emphasis on electric mobility with the e-tron range. Additionally, customer engagement programs, flexible ownership solutions, and a seamless digital buying experience have contributed to sustained momentum in the Indian market.
At Audi India, we have historically had a strong SUV portfolio and have witnessed strong demand for our cars, including the Audi Q3, Audi Q5 and Audi Q7. Our Q range is attracting many buyers; we are witnessing good demand from growing markets, especially Tier-I cities.
In addition to SUVs, we have witnessed an increased liking for the Sportback body style — the — Audi Q3 Sportback and the Audi Q8 e-tron Sportback are seeing increased demand and are being loved and appreciated by our customers. This body type has a stand-out, attractive design and style and combines the traits of both a sedan and SUV — equally spacious and comfortable.
MW: What are some key learnings you can share with us about the sales growth?
BSD: One of the key learnings driving our sales growth has been the importance of maintaining a balanced and forward-looking product portfolio that caters to luxury, performance, and electric mobility segments. We’ve also realised the significant impact of engaging customers through innovative digital initiatives and strengthening our after sales experience. Additionally, our continued focus on sustainability and electrification has positioned us well to meet the evolving expectations of Indian consumers seeking future-ready mobility solutions.
MW: How will Audi differentiate its electric strategy from other luxury players?
BSD: Audi’s approach is rooted in offering a premium, performance-driven EV experience. We’re not just launching electric vehicles-we’re building an ecosystem. From charging infrastructure support to e-tron Hub retail concepts and digitalised after-sales care, we’re ensuring every e-tron customer experiences future-forward mobility, the Audi way.
MW: When can we expect more e-tron models in India?
BSD: We continue to expand our portfolio with a strong focus on innovation, performance, and sustainability. While we cannot comment on specific future models, the brand remains committed to bringing cutting — edge technology, progressive design, and a blend of luxury and electrification to the Indian market. Audi’s long-term vision aligns with advancing sustainable mobility, enhancing digitalisation, and delivering an unparalleled customer experience.
MW: How has it been setting up the EV fast charging infrastructure?
BSD: At Audi India, we have created an EV ecosystem for our customers. The e-tron hub is a special tab available on the ‘myAudi Connect’ app that guides customers on a range of functions and features of their electric vehicle. Charge my Audi is available on the myAudi Connect app. It is a one-stop solution that gives Audi e-tron customers access to multiple charging partners on one app. 6,500+ charge points are currently available to Audi e-tron owners on ‘Charge my Audi’, with more to be added in the next few months. We have extended complimentary charging for all e-tron customers until December 31, 2025. We offer a complimentary 10-year roadside assistance for our e-tron range, which is the best in the industry. We have successfully installed 140+ chargers across 75 cities in India — this includes all Audi India dealerships, workshop facilities, and select VW Group brand dealerships located across strategic highways.
We have set up India’s first ultra-fast charging e-tron hub in Mumbai. Boasting an impressive total capacity of 450kW, the ultra-fast charging ‘e-tron hub’ can deliver 360kW of power to an electric vehicle and is enabled by a 500-amp liquid-cooled gun to ensure high performance and efficiency.
MW: After the RS Q8’s successful launch, can we expect more RS models like the RS6 Avant?
BSD: While the estate segment remains niche in India and doesn’t offer the required scale for a business case, we’re always evaluating opportunities based on market interest and customer demand.
MW: Is Audi completely done with diesel in India, or could clean diesels return?
BSD: In 2020, Audi India made a conscious decision to transition away from diesel and focus on a strategy that emphasised petrol and electric powertrains. This move was aligned with our global vision of driving sustainable mobility and preparing for an electric future. Since then, we’ve introduced a robust line-up of petrol-powered vehicles and taken bold steps in the electric space with our e-tron range.
As of now, there are no plans to reintroduce diesel in the Indian market. Our focus remains firmly on offering high-performing petrol engines and expanding our electric portfolio to cater to progressive, environmentally conscious customers. We believe this strategy is more in line with future regulatory trends, customer expectations, and our commitment to sustainability.
MW: Which Audi are you driving most these days?
BSD: Lately, I’ve been driving the Audi Q7. It strikes the perfect balance between luxury, performance, and practicality. Whether it’s navigating city streets or heading out on longer road trips, the Audi Q7 handles it all with ease. Its spaciousness, refined drive, and road presence make it an ideal companion for India’s diverse driving conditions.
MW: What’s playing in your car — podcasts or a new music album?
BSD: A bit of both. I enjoy switching between leadership podcasts-especially those centred around innovation, design, and sustainability, curated music playlists, often with retro vibes.
