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Audi rides small town boom, to drive in Audi 5

We want to be at the top spot as we belong there. Clearly, we do not have to do it overnight but in a sustainable manner: Rahil Ansari

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Rahil Ansari, head Audi India, along with new A3 in New Delhi on Thursday
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After losing its top spot to Mercedes-Benz in the luxury automobile segment some years back, German luxury carmaker is going full throttle to reclaim it.

And Rahil Ansari, head of Audi India, is looking to tap the "huge potential in tier-2 and tier-3 cities" to get to the highest rung of the ladder.

In an interview with DNA Money, Ansari said, "There is a clear increase in demand for our products in tier-2 and tier-3 cities. We are seeing a double-digit growth in these markets. However tier-1 cities continue to contribute the large share to our sales."

In the tenth year of its operations in India, the premium car manufacturer plans to launch 10 products in 2017 and has already placed five on them in the market till now.

On Thursday, Audi unveiled its new A3 sedan, which had first forayed into the Indian market in 2014.

The petrol variant of the new 1.4-litre engine A3 sedan has been priced at Rs 30.5 lakh (ex-showroom Delhi) while the price for its 2-litre diesel version is Rs 32.3 lakh (ex-showroom Delhi).

Currently, Audi sells 13 of its models in the Indian market including A3 sedan, A4, A6, Q3, Q5, Q7, TT Coupe and others, which are produced at its plants in Maharashtra.

Ansari expects the luxury car market in the country to zoom but was not sure when.

"The luxury car segment is small but the country is so full of resources. A substantial amount of people can own an Audi. We expect the market to grow at a certain stage. No one knows when this time will come but it is sure that the segment will grow. India is a small but strategic market for Audi," he said.

He clarified the luxury car maker was not just after volumes but was also looking to bring models in segments where it has "never been to create new trends".

"We want to create a sustainable growth in India. We want to be at the top spot as we belong there. Clearly, we do not have to do it overnight but in a sustainable manner - when we reach the top, we will stay there," he said.

Audi started the year with the introduction of the new Audi A3 Cabriolet, which was first showcased in 2014. This was followed up with the launch of the new Audi A4 with a diesel engine, new Audi Q3 and new Audi A3 Sedan.

"This is an exciting combination of sedans, SUVs and convertibles. We are currently evaluating the introduction of some more products. We will soon be introducing the Audi A5 family into the product portfolio. These new introductions will help us in tapping the luxury segment as well as consolidate our presence in other segments like Sedans and SUVs," said the Audi India chief.

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