German luxury carmaker Audi is aiming to nearly double its market share in India over the next three years as it prepares to launch a fresh product offensive, expand its retail footprint and deepen localisation, including for future electric vehicles.
The company is targeting a market share of 15-16 per cent from the current around 8 per cent, supported by a pipeline of new models beginning this festive season and a stronger focus on local manufacturing, Audi India Brand Director Balbir Singh Dhillon told PTI.
“What we intend to do, and ultimately the objective of all of this, is to double our market share in the next three years,” Dhillon said.
As part of its growth strategy, Audi will launch the new Q3 SUV during the festive season this year, followed by the next-generation A5 in the first half of 2027 and the flagship Q9 SUV in the second half of next year.
“Starting 2027, when we’ll start seeing our products coming by, we will be able to achieve a rightful market share and grow it further. We will do this over a period of time,” he added.
The luxury car market in India stood at around 52,000 units in 2025 and is expected to grow to approximately 55,000 units in 2026.
Audi India retailed 1,896 vehicles in the first half of 2026, after selling 4,510 units in 2025. The company expects volumes to remain broadly flat this year, with most of its new product launches scheduled for the later part of the calendar year.
Localisation at the core
Audi said local manufacturing will remain central to its India strategy, with future product plans increasingly aligned with the government’s Make in India initiative.
“To be successful in India, you have to make it in India. It’s as simple as that,” Dhillon said.
“You cannot be dependent on imports. Even if a free trade agreement comes, it will only be complementary. We will get more products, but the base will still remain Make in India.”
He said Audi AG remains committed to the Indian market and sees long-term growth opportunities in the country.
The company is also evaluating local production for future electric vehicles as it prepares its next EV for the Indian market.
Audi recently discontinued sales of the e-tron in India following the end of global production. Dhillon said the company is working on introducing a new electric model but did not disclose timelines.
“Our learning over the last three years of selling electric cars is that it is important to make them in India,” he said.
He noted that import duties remain a significant hurdle for premium EVs.
“There is no car below USD 40,000 that we can import at 70 per cent duty. Everything comes at 110 per cent. That makes the cars very expensive. That is one of the reasons why we are working on the localisation strategy,” he said.
Network expansion
Alongside new products, Audi India plans to significantly expand its retail network.
The company aims to increase its dealership count from 29 to 40 outlets by the end of next year, with a particular focus on expanding into Tier-II and Tier-III cities.
“We will expand deeper into category B and category C towns,” Dhillon said.
Audi is also upgrading its dealerships to align with the brand’s latest global retail format, incorporating enhanced digital and customer experience features across its showroom network.
