Audi India on 3rd May 2012 launched the revamped 2012 Audi A4 sedan in India with a special program which they call Audi Car Life. On 23 May 2012, they have announced that the Car Life Advance program will now be offered on 3 Audi cars in India, the newly launched A4, A6 and Q5 SUV. The Audi Car Life Advance program is a specially designed program for Audi customers to bring them a hassle free one stop solution to most of their needs related to the ownership of a luxury car. The Car Life Advance program by Audi India will cover four important aspects – Car Financing, Car Insurance, Servicing and Extended Warranty. With all these four aspects combined in one with the help of Audi Finance, the Audi car customers will need to pay one combined EMI or Monthly payment for all these services which reduces lots of hassles and brings the peace of mind and reliability of the car being in good care and coverage.
This is an interesting move by Audi India as opposed to the competitors in India, Mercedes Benz and BMW who have launched their leasing programs for both individual and corporate users, Audi has chosen to take a different route. One of the reasons for this move is that Indian buyers are more attached to their cars on an emotional level that they may find it difficult to let it go even after 3 years of ownership. So leasing option does not attract as many customers in India as it does in the western and more developed economies where cars are relatively affordable because of higher income levels. It will be interesting to see how it helps Audi India in long run, as per the existing sales performance of past few months, Audi is doing really good and with its newly launched A4 which has been priced lower than the previous generation, the sales are expected to go even higher.
Announcing the Audi Car Life Advance Program in India, Michael Perschke, Head, Audi India quoted:
“With Audi Car Life- Advance, our customers can enjoy maximum convenience as these services can be bundled under single monthly payment. For the first time Audi A4, Audi A6 and Audi Q5 customers can enjoy the benefit of an even lower EMI, comprehensive risk coverage, service plan and extended warranty – all under the Audi Car Life – Advance package which can be paid in easy monthly payments. The market research shows that the Indian market is still premature for leasing and therefore, Audi Car Life – Advance is an innovative solution that can meet all the benefits of leasing along with having the privilege of ownership. We truly believe that this will be proved as a big stride towards world-class experience to our customers”