AUDI AG has announced the establishment of its own importer company for the Near and Middle East sales region in Dubai. This announcement came at the presentation of the Audi A3 Sportback and the Audi A4. The fully owned subsidiary will commence business activities in the first half of 2005. In the future, it is possible that other brands from the Volkswagen Group could be integrated into this subsidiary. Therefore, Audi is acting as a spearhead for the entire VW Group.
Audi’s sales strategy for the region also encompasses significant investments in branding and marketing for the period up to 2009. This includes the setting up of a service competence centre in order to guarantee top quality in the area of after sales as well. Audi has its sights set on a sales increase to 10,000 vehicles by 2009.
According to Ralph Weyler, Member of the Board for Marketing and Sales at AUDI AG: “Through these measures we are signalling to our customers and dealers our long-term and direct commitment to this region. We are convinced that the Near and Middle East region still has considerable market potential. Our goal is to further strengthen our position in the premium segment.”
Audi is launching its model campaign in the region, which includes the countries Dubai, Saudi Arabia, Kuwait, Abu Dhabi and the Lebanon, with the youngest and most modern fleet of vehicles in the premium segment.
The Audi A6 and the Audi A8 also offer opportunities for growth in the premium segment. “I am sure that our product range will convince our customers. After all, it is an expression of the premium credentials of the Audi brand,” explains Weyler.
The Q7, the SUV based on the Pikes Peak study, will also expand the Audi range in impressive style when it is launched at the start of 2006. The region of the Near and Middle East is predestined for the sale of luxury vehicles. The SUV segment in particular is growing at a very brisk rate: around 25% of all vehicles sold today in the premium segment are SUVs.