Audi grows 16.4% in Middle East

Following the appointment of new Managing Director Trevor Hill, Audi now plans to concentrate on increasing capacities and quality for sales and after sales service in the region to support its growth on route to its Middle East sales target of 20,000 units annually by 2020.

"Audi is at present the fastest growing German premium brand in the Middle East. In 2013 our focus is on strengthening our infrastructure backbone in terms of sales and after sales service facilities. Together with our regional partners we currently have seven major construction projects on the way."

"By extending our training programs, we will also further emphasize qualification and quality of service. Audi standardized certification processes are in place for all sales and after sales service employees as well as the management at our dealerships," explained Hill talking about Audi's strategy for 2013.

In 2012 the UAE made up 41% of Audi's total sales across the Middle East with 3,819 units sold - a plus of 21.7%. Saudi Arabia and Kuwait followed closely with 1,918 and 1,279 units sold in 2012 respectively - a growth of 26.0 and 20.7%.

Overall Audi registered record results in all Middle East markets, apart from Syria, where business operations have been suspended, and Qatar, where a new dealer was appointed recently.

The brand with the four rings launched several new models to the market in 2012, including the new A4 and A5 model ranges, the Audi Q3 as well as the S models, but it was the traditional Middle Eastern favorites, who again lead sales in 2012.

1,738 and 1,730 units respectively were sold of the large C and D segment sedans A6 and Audi A8 L. 36% of their volume was sold in the UAE alone. The C and D segment SUVs followed closely with 1,349 units sold of the Audi Q5 and 1,596 units of the Audi Q7. In terms of growth the A6 lead the board with a 54.1% increase followed by the A8 L with a 17.1% increase and the Q5 with 10.8%. The demand for the large Q7 SUV remained stable.

2013 will see the market arrival of the new Audi RS 4 Avant, the new R8 range and the RS 5 Cabriolet.