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Adam Davis8 Oct 2014
NEWS

S marks the spot in Audi sales race

Brand expansion working for Audi Sport performance models

Audi’s sports model expansion appears to be bearing fruit, with more than 2000 S, R and RS models sold in Australia so far this year, eclipsing its two main German rivals.

To September this year, 2003 Audi Sport vehicles have been sold, dwarfing sales in the same period last year, when only 725 units were sold -- a 176 per cent increase.

For reference, Mercedes-Benz sold 1953 AMG models in the first three quarters of 2014 (up from 986 in 2013), while BMW has shifted 979 M vehicles – versus 579 in the same of 2013.

Back in 2012, the Audi Sport range constituted a mere three per cent of total Audi sales in Australia. Last year that figure rose to seven per cent. But YTD September, the number sits at 14 per cent, making Australia one of largest markets in the Audi Sport world, both overall and per capita.

When one factors in total Audi sales of 14,401 YTD September 2014 (including an Audi sales record in June, of 1806 units), compared to 12,024 to the same point last year, it’s proof that sporty Audis are accounting for a larger slice of an ever-expanding pie -- albeit one that still trails total BMW and Benz sales in the same period (14,786 and 19,887 respectively).

Speaking at the local launch of the S1 Sportback, Audi’s most affordable S model to date, Audi Australia Managing Director Andrew Doyle cited the increasing influence new models such as the RS 7 and RS Q3, along with the updated S3 variants, as being key factors in this expansion.

 “We want to deliver an outstanding ownership experience and nurture passion for the Audi Sport brand,” he said.

Doyle also explained that the S1 is targeting a brand-new buyer: “We want S1 buyers to grow up with the brand and move through into the larger S and RS models through their lives.”

Audi product planning executive Matthew Dale added: “The target market for S1 is mostly male, aged 25 and older and are successful, aspirational, interested in technology, athletic and passionate about cars and driving. The S1 is the perfect starting point.”

As we reported in February, when Audi launched the RS Q3 and RS 7, Australia will be the second country in the world to establish dedicated new shop-in-shop Audi Sport retail outlets this year.

The new RS Q3 and RS 7 brought to seven the number of R and RS models simultaneously available in Australia, including the RS 4 Avant, RS 5 Coupe, RS 6 Avant, TT RS Plus and R8.

Excluding S-Line variants, a further 12 S models are now also offered here, including S1 Sportback, S3 Sportback and sedan, S4 sedan, S5 Sportback, coupe and cabriolet, S6, S7, S8, SQ5 and TTS.

The first S3 Cabriolet will join the range next week, with an all-new TTS to follow early next year, when a redesigned R8 is also expected.

To capitalise on the model range expansion, Audi Australia will follow Audi UK in establishing the Audi Sport sub-brand via a “shop within a showroom” strategy in at least four new “terminal-style” Audi dealerships currently being built or about to begin construction.

Doyle is confident the Audi brand will reach 19,000 total Australian sales this year, which should see its overtake BMW.

“The brand has a progressiveness and versatility of model range built for sustainable growth, without peaks and troughs,” he said. “We’re close to being number two [of the three key German luxury brands], but we want to be number one.”

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Written byAdam Davis
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