Audi India targets 15 percent of sales from EVs by 2025

by Sumantra B Barooah 22 Jul 2021

Balbir Singh Dhillon, Head of Audi India, with the Audi e-tron 55 and Audi e-tron Sportback 55.

Audi is the latest OEM to enter the gradually growing electric car space in India, with a set of three models under its e-tron brand. The entry-level model in the range – e-tron 50 sports an ex-showroom price-tag of Rs 99.99 lakh, while the e-tron 55 costs Rs 1.16 crore, and the e-tron Sportback 55 is available for Rs 1.17 crore.

Audi India plans to add another model to its EV range later this year. Audi India’s move comes after around two years of market research. The favourable feedback led to its entry in the EV space, and also set a target of gaining at least 15 percent of its annual sales from EVs by 2025.

By 2025, Audi AG plans to have a portfolio of 20 EV models. Some of them could be part of Audi India’s portfolio too. Audi is the third brand to enter the Indian luxury EV market, after Mercedes Benz and Jaguar, but the first one to launch three EV options at one go. Audi India head Balbir Singh Dhillon wouldn’t want to share any projections in terms of absolute numbers as the overall EV industry is still at a nascent stage, but says that the company is looking at a long term play in the EV game. “We are here for a marathon. We are not running a sprint,” he says during a select media briefing. The first set of e-trons have arrived in India through the fully imported route, but local assembly of future e-trons could be part of the long term game-plan. “Anything that makes business sense, we will invest,” says Dhillon.

Readying a charging network in 75 cities
To facilitate the adoption of its e-trons, and other EVs too, Audi India will set up a network of 100 chargers in 75 cities. In few markets, the option of dialling in a mobile charging station (on a truck) will also be available for Audi customers.

To woo customers and also offer them peace of mind, Audi India is offering a claimed industry best buyback scheme under which the customer can expect at least half of the car’s value by the end of three years. Audi India would hope that the ‘best-in-class’ charging options – 11kW AC and up to 150kW DC – would also help earn the customer’s confidence to opt for an EV.

According to the company, the e-tron 55 and e-tron 55 Sportback feature 95kWh lithium-ion battery that enables a 359-484km range (WLTP), whereas the e-tron 50 features a 71kWh lithium-ion battery with 264-379km range (WLTP). The e-trons offer standard warranty of 2 years and High Voltage Battery warranty of 8 years or 160,000km, and complimentary road side assistance for five years.

While the big metros in all likelihood lead the sales for Audi’s EVs, there’s also a “good number of enquiries and leads” from markets like Indore and Jaipur too, according to Audi India. Dhillon says the “young” brand of Audi is preferred by “a lot of enthusiasts”. He and his team would bet on the high torque and driving dynamics offered by an EV for the e-tron brand to gain good ground in India.