German maker Audi zooms past BMW to No.1 slot in India

NEW DELHI: German maker Audi has become the top luxury car seller in India as it edged past compatriot BMW to gain leadership in one of the world's most promising market. The leadership for Audi comes within a year of its edging past Mercedes Benz, another fellow German company.
BMW managed to sell 1,410 units in the first quarter of 2013 (January-March), a decline of 40% against the 2,369 units it sold in the same period last year.Audi sold 2,616 units in the same period at a growth of 15% over the 2,269 units it sold in January-March, 2012. Mercedes Benz was also ahead of BMW in the period as it sold 2,009 units at a growth of 5% in January-March, 2013 compared to 1908 units in the same period last year. Michael Perschke, head of Audi in India, said the company is confident of maintaining its lead. "It is like an F1 competition. The best team, the best strategy and the best teamwork will make the winner. So, we are positive that we have a great team and we will fight neck and neck with competition," Perschke told TOI.
BMW, however, said it is not worried with the loss of leadership in a quarter. "The BMW group is a very successful global company and continues to strive for a worldwide balance in sales. Therefore, we are not in a month-by-month race in individual markets," the company's spokesperson said. The market had been abuzz with expectations of a leadership for Audi after BMW refused to share its sales numbers with industry body, Society of Indian Automobile Manufacturers (Siam). Even as Siam functionaries expressed displeasure over the move, BMW officials justified their refusal, saying the industry body releases wholesale numbers (company's sales to dealers) whereas it reports retail figures (sales made by dealers).
The market for luxury cars in India is expected to grow rapidly over the coming years as the economy starts picking pace and the number of millionaires and billionaires rise.
Currently, the market for luxury cars in India is sized at roughly 30,000 cars annually, though the slowdown in the economy has had some pressure on demand. The German luxury brands as well as others like Tatas-owned, Jaguar Land Rover have been expanding their sales network in India in anticipation of higher numbers in the coming years. The positive outlook over demand has also fuelled a race among the companies for the title of "top luxury carmaker", prompting them to resort to discounts and other promotional activities to push demand.