Video: Audi India on Q3 Pricing, Rupee Pressure and Localisation

Audi India has launched the third-generation Audi Q3 at an introductory price of ₹51.99 lakh. In this conversation with Autocar Professional, Balbir Singh Dhillon, Brand Director, Audi India, addresses how the luxury carmaker managed to price the entry-level SUV competitively despite cost pressures from rupee devaluation, while using value-focused features and technology to attract first-time luxury buyers.

Accounting for nearly 25% to 30% of Audi India's sales volume, the Q3 serves as a primary gateway model to widen the brand's customer base. Dhillon projects total Indian luxury passenger vehicle sales to touch a record 58,000 units in 2026 and outlines how internal supply chain mitigation strategies are keeping production timelines steady.

The discussion also explores Audi’s long-term strategy of maintaining 90% to 95% local assembly, deeper supplier-level integration, and how introductory pricing offers a window of value before potential cost adjustments take effect.

Watch the full conversation here.