By Ravichandran Srinivasan
Luxury automotive brands are no longer competing only on product excellence—they are increasingly being judged by the ownership experience they deliver long after the vehicle leaves the showroom. In this conversation with Aftermarket & Service, Mr. Balbir Singh Dhillon, Brand Director, Audi India, shares how the company is strengthening its dealer network, embracing digitalisation, nurturing skilled talent and building lasting customer relationships. From attracting younger luxury buyers to enhancing workshop efficiency and improving customer retention, he outlines Audi India’s strategy for creating a seamless premium ownership journey.
You have had a diverse career across the automotive industry. How has that journey shaped your leadership approach at Audi India?
Balbir Singh Dhillon: My experience across different areas of the automotive industry has given me a holistic understanding of what drives sustainable growth and customer loyalty. It has reinforced the importance of remaining customer-centric, embracing innovation and staying agile in a rapidly evolving market.
At Audi India, this translates into delivering exceptional products alongside a premium ownership experience. Our goal is to ensure customers enjoy a seamless journey with the Audi brand while we continue to drive innovation and sustainable growth.
Luxury car buyers in India are becoming younger. How is Audi appealing to this new generation while retaining its traditional customer base?
Younger luxury buyers are increasingly driven by technology, design, digital connectivity and experiences that reflect their individuality. While traditional luxury buyers have prioritised heritage, craftsmanship and comfort, younger customers seek brands that align with their aspirations, lifestyle and values.
Audi’s progressive brand philosophy resonates strongly with this evolving mindset. Our distinctive design language, advanced technologies and forward-looking approach enable us to connect with a new generation of luxury customers while continuing to appeal to our established clientele.
How is Audi ensuring its vehicles meet the expectations of today’s tech-savvy and safety-conscious customers?
Technology and safety are integral to every stage of vehicle development at Audi. Our vehicles combine intelligent connectivity, intuitive digital interfaces and advanced safety technologies to deliver confidence, convenience and an engaging driving experience.
As customer expectations continue to evolve, we remain focused on integrating globally proven innovations that enhance safety, comfort and the overall ownership experience while staying true to our philosophy of Vorsprung durch Technik.
Dealer profitability increasingly depends on after-sales. How is Audi helping its dealer partners improve workshop efficiency and service absorption?
Our focus is on building a sustainable and profitable ecosystem for our dealer partners. We work closely with them to enhance operational efficiency through digitalisation, process optimisation, technician training and customer retention initiatives.
As our network expands, we remain committed to supporting dealer partners with a balanced approach that delivers value for customers while ensuring healthy business performance.
How does Audi monitor the overall health and sustainability of its dealer network?
We work closely with our dealer partners to ensure the long-term sustainability and success of our network. While we do not comment on specific financial metrics, we regularly review a broad set of operational, customer experience and business performance indicators to support healthy growth, profitability and service excellence.
Tier-II and Tier-III cities are emerging as important luxury markets. What is Audi’s strategy for these regions?
Tier-II and Tier-III markets are becoming increasingly important for the growth of the luxury car segment, driven by rising affluence, entrepreneurial success and evolving customer aspirations.
We continue to strengthen our presence through an expanding retail and service network, digital engagement initiatives and customer-centric experiences that bring the brand closer to these emerging markets.
Our certified pre-owned business, Audi Approved: plus, also plays a significant role by making luxury car ownership more accessible. For many first-time luxury buyers, it serves as an entry point into the Audi ecosystem with greater confidence and peace of mind.
As vehicles become more technologically advanced, how is Audi helping dealers build and retain skilled technical talent?
Developing future-ready technical talent remains a key priority. We invest significantly in continuous training, certification programmes and knowledge-sharing initiatives across our network.
As vehicle technologies evolve, we work closely with dealer partners to equip technicians with the skills and expertise needed to deliver the high standards of service and customer experience expected from the Audi brand.
How is digitalisation improving workshop efficiency and customer convenience?
We continue to leverage digitalisation across our service ecosystem to enhance efficiency, convenience and the overall customer experience.
Dealer workshops are supported by advanced diagnostic tools, connected vehicle technologies and digital service processes that streamline vehicle assessments and improve workshop efficiency. At the same time, digital platforms such as the myAudi app help customers stay connected with their vehicles, access service information and receive timely reminders, enabling a more proactive ownership experience.
Retaining customers after the warranty period is a major challenge. How is Audi addressing this?
We are focused on strengthening long-term customer retention by offering service solutions that deliver convenience, transparency and peace of mind throughout the ownership journey.
Through service packages, extended warranty programmes, Roadside Assistance, genuine parts, trained technicians and digital support, we aim to provide an after-sales experience that reflects Audi’s quality and reliability. These initiatives help build customer confidence and encourage continued engagement with our authorised service network.
How is Audi using data and AI to strengthen customer engagement and retention?
We leverage data and digital tools to better understand customer preferences, enhance engagement and deliver a more personalised ownership experience.
By analysing customer interactions and service patterns, we support our dealer partners in identifying customer needs, improving communication and offering timely, customer-centric solutions. Our focus remains on using data responsibly to strengthen relationships and enhance convenience throughout the ownership journey.
Every third Audi sold in India is purchased by a repeat customer. How are you strengthening that loyalty?
The fact that every third Audi sold in India is purchased by a repeat customer is a strong endorsement of the trust our customers place in the brand. Our focus is on building lasting relationships through exceptional ownership and brand experiences that extend well beyond the purchase.
Last year alone, we organised more than 700 customer events across the country, including Audi Ice Experience, quattro drives, exclusive lifestyle events, product showcases and community engagements. These experiences help customers immerse themselves in the Audi world, connect with like-minded enthusiasts and build lasting emotional connections with the brand.
As more customers begin their buying journey online, how is Audi reinventing the showroom experience?
While digital platforms have become an integral part of the customer journey, luxury purchases remain highly emotional and experiential.
Our Audi Progressive Retail concept, recently introduced at our Hyderabad showroom, combines digital innovation with personalised human interaction to create a more immersive environment. Customers may begin their journey online, but the physical showroom remains the place where they experience the craftsmanship of the brand and build an emotional connection before making a purchase.
How is sustainability being integrated into Audi’s dealership and service operations?
Sustainability at Audi extends beyond our products and is increasingly reflected across our retail and service operations.
Together with our dealer partners, we encourage environmentally responsible practices such as energy-efficient infrastructure, responsible waste management, water conservation and digital processes that reduce paper consumption. As part of our broader sustainability strategy, we continue to explore opportunities to improve operational efficiency while minimising environmental impact across the network.
Finally, what is the one message you would like readers to remember about Audi’s after-sales philosophy?
At Audi, our philosophy is simple: The car may bring you to us, but the ownership experience is what keeps you with us.
