Third consecutive record year for Audi
Audi South Africa has enjoyed a record year having delivered over 19,335 cars to South African customers in 2013. This makes Audi the leading premium German brand in terms of volume growth with a year-on-year increase in excess of 20%.
The total premium market has increased from 79,563 units in 2012 to 85,020 units in 2013, and accordingly the South African premium market size achieved a new record in 2013. The Audi brand set a new milestone by achieving a full-year share of 22.7% of the premium market, Audi’s previous highest share was 21% achieved in 2012. Audi also continues to lead the industry in respect of customer satisfaction for the second consecutive year as surveyed by IPSOS and was also awarded the number one premium brand status in Dealer satisfaction as per the Dealer satisfaction survey conducted by NADA earlier this year.
The Audi brand has experienced tremendous growth in South Africa over the last three years. In 2010, Audi delivered 11,366 units to the South African market and posted a premium market share of 16.5%. In 2013 Audi has grown ahead of other premium market competitors with a 70% increase in sales and a 6.2% increase in market share over this three year period. Furthermore — Audi South Africa is now the thirteenth biggest Audi market globally, marginally behind Canada and South Korea.
The introduction of new product has proven to be in Audi’s favour with the new Audi A3 Sportback performance exceeding expectation in the South African marketplace. It is no wonder that the Audi A3 Sportback 1.4T FSI manual has been shortlisted as a finalist for the 2014 Wesbank/South African Guild of Motoring Journalists Car of the Year competition.
Another highlight of the year was Audi’s domination on the country’s racing circuits, where the brand clinched the Manufacturer Championship for the 2013 Bridgestone Production Car Championship, and Michael Stephen retained his third consecutive Driver Champion title in his Audi S4 quattro.
Four new Audi Centre Terminal Dealerships were opened in South Africa in 2014, with Audi Centre East London, Audi Centre Rivonia, Audi Centre Pietermaritzburg and Audi Centre Sandton opening their doors to the public. There will be a total of fourteen Audi Centre Terminal Dealerships in South Africa by the end of 2014. “This year has been an exceptional year for the brand, not only having achieved a record premium share, but in many aspects of the Audi business.” said Ryan Searle, Head of Audi South Africa. “Audi South Africa and the Audi Dealer network remain as committed as ever to strengthening Audi’s brand image and positioning in the local premium market in 2014.”
The Audi brand will continue to introduce exciting and innovative products to the South African market in 2014 when January sees the launch of the new Audi A3 Sedan, Audi S3 Sportback, Audi RS 7 Sportback and Audi RS Q3. All four models made their local debut at the 2013 Johannesburg International Motor Show and have since garnered significant interest from the South African consumer.
In February 2014, Audi South Africa will launch the new Audi SQ5 TDI, the first S model in the history of Audi to boast a diesel engine. The S range of vehicles will also extend itself to the Audi A1 range with the introduction of the Audi S1 in the second half of 2014. “Another exciting year awaits the brand with four rings from Ingolstadt, Germany”, concluded Searle.