: Customers want to have an authentic experience with the brand: Gaurav Sinha, Audi India #IndiaNEWS #Interviews Digital is increasingly playing a major role in luxury car segment purchases, Audi India

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Customers want to have an authentic experience with the brand: Gaurav Sinha, Audi India #IndiaNEWS #Interviews
Digital is increasingly playing a major role in luxury car segment purchases, Audi India Marketing & PR Head spells out how and why the medium is the key for auto-sales in a pandemic.



For the luxury car segment, most purchases happen with emotions at their core. It isnt about mileage or leg space. Rather, its often about what the vehicle means to the owner. Branding is, of course, a big part of creating an aura compelling enough to make them shell out lakhs of rupees. Audi India has been steadily increasing their digital footprint with a focus to drive engagement. They are also working to enhance their AR/VR based experiences and online configurations. This has helped them get closer to their customers in smaller towns, with engagement coming in from Karnal, Coimbatore, Lucknow and Baroda, claims Gaurav Sinha, Head of Marketing & PR, Audi India. In conversation with Social Samosa, he lists out all one needs to know about the brands digitisation journey so far.



Audi India has been aggressively working on expanding digital experiences of buying a car — how did things accelerate in the last two years?



There has been a tectonic shift in the digital space. While there has been a gradual build-up happening over the years with queries coming in through the website and social channels, the last two years have seen a rapid change in the purchase behaviour within the category. There has been a swift shift towards more digital research with customers expecting information immediately at their fingertips. We recognised this early on and were the first brand in the luxury car segment to introduce a host of tech-driven new-age solutions for customers as well as our dealer partners.



One of the most important initiatives was offering Connected Car technology through the ‘myAudi Connect’ App. It complimented the lifestyle of Audi owners by bringing a host of lifestyle features and offers in addition to features like time-based curfew notifications and disturbance notifications, which alerted customers in case of any incident with the car.  



With the introduction of online sales and service initiatives in 2020, we took digital experiences to the living rooms of our customers and offered them the flexibility to purchase an Audi and even book their next service appointment online.  We have seen robust traction in the number of people reaching out digitally.  



While buying a car in India, so much of it is about test drives and multiple visits to the showroom. How have things changed in the last few years? Is there a difference in the way this phenomenon has impacted brands in the budget and luxury segments respectively?



Customer experience consists of pre-buying, buying, and post-buying – and while pre-buying can be done digitally, the buying experience is still largely showroom driven.

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