The Indian luxury car market in 2025 has been nothing short of dynamic. While some brands are surging ahead with record-breaking sales, others are navigating challenges posed by shifting customer sentiment, global economic pressures, and evolving domestic policies. Among these, Audi India has reported retail sales of 3,197 units in the first nine months of 2025, reflecting both the hurdles it faces and the resilience of its long-term strategy.
Although the numbers trail behind competitors in the luxury segment, Audi remains confident about a recovery in the final quarter of the year. With its focus on customer experience, pre-owned car growth, EV charging infrastructure, and attractive ownership programs, the brand aims to strengthen its position in India’s evolving luxury car space.
Audi India’s Year-to-Date Sales Performance
As of September 2025, Audi India confirmed sales of 3,197 units, spread across its sedan, SUV, and electric vehicle lineup. This represents an increase from the 2,128 units sold during the first half of the year, but the pace still lags behind segment leaders.
Key Factors Affecting Sales:
- Geopolitical developments impacting global supply chains and sentiment.
- Complex market environment with fluctuating demand during H1 2025.
- Rising competition from rival luxury automakers expanding aggressively in India.
Audi acknowledges that 2025 has been a year of unique market dynamics, with the early months proving particularly challenging. However, the company believes that reforms such as GST 2.0 and the onset of festive demand will boost volumes in the final quarter.
Comparing Audi with Segment Leaders
While Audi’s 3,197-unit tally highlights steady progress, other premium automakers have posted stronger figures during the same period.
- Mercedes-Benz India: 9,013 units sold in H1 2025, leading the segment.
- BMW India: 7,774 units sold in H1 2025, showcasing consistent demand.
- JLR India: 3,214 units in H1 2025, recording its best-ever half-year sales.
This comparison underscores Audi’s need to accelerate growth strategies, though the brand is optimistic about leveraging its product lineup and customer-centric initiatives to regain ground.
Balbir Singh Dhillon’s Outlook
Balbir Singh Dhillon, Head of Audi India, emphasized that 2025 has been a challenging yet transitional year. According to him:
- The brand is focusing on creating meaningful ownership experiences.
- Audi remains committed to delivering luxury with innovation and reliability.
- Optimism comes from strong festive demand and tax reforms under GST 2.0.
This shows that while numbers may appear conservative, Audi’s long-term play is centered on sustainable growth, customer trust, and product diversity.
Growth of Audi’s Pre-Owned Business
One of Audi’s most significant bright spots has been its pre-owned car division, Audi Approved Plus.
- Sales grew by 5% year-on-year between January and September 2025.
- Audi currently operates 26 pre-owned facilities across India, with plans to expand further.
- Demand for used luxury cars is steadily rising in India, driven by younger buyers seeking affordable entry points into premium ownership.
This segment not only widens Audi’s customer base but also strengthens its after-sales ecosystem, ensuring a more stable business model even when new car sales fluctuate.
Focus on EV Infrastructure – Charge My Audi Initiative
The Indian luxury car buyer is increasingly leaning towards electric mobility, and Audi is making strategic investments in this space.
- The company has built a network of over 6,500 public charging points across India.
- Its Charge My Audi initiative integrates multiple charging partners, simplifying access for customers.
- Audi’s growing EV portfolio is supported by these infrastructure investments, creating a seamless ownership experience for early adopters of electric luxury cars.
This focus aligns with India’s EV transition, where charging convenience often influences purchase decisions.
Customer-Centric Ownership Programs
Beyond sales and EV infrastructure, Audi is bolstering customer loyalty through value-added ownership initiatives. These include:
- Audi-branded dash cams for enhanced safety and convenience.
- Assured buyback program offering peace of mind to buyers.
- Extended 10-year warranty, one of the longest in the industry.
- 15 years of roadside assistance, ensuring dependable support across ownership cycles.
Such programs make Audi ownership not just about buying a car, but about enjoying long-term reassurance and lifestyle benefits.
Market Challenges and Opportunities Ahead
Challenges Audi Faces:
- Intense competition from established segment leaders.
- Pressure to match aggressive product launches and new technology introductions by rivals.
- Adapting to fluctuating economic conditions and consumer confidence.
Opportunities Audi Can Leverage:
- Growing demand for luxury SUVs and EVs in India.
- Expansion of pre-owned car markets as first-time luxury buyers increase.
- Strong festive demand cycles that often drive big-ticket purchases.
- Policy support through GST 2.0 rationalisation, making luxury cars slightly more affordable.
SEO Highlights Table
| Category | Audi India 2025 Update |
| Sales (Jan–Sep 2025) | 3,197 units |
| H1 2025 Sales | 2,128 units |
| Competitors’ Sales | Mercedes: 9,013 |
| Pre-Owned Growth | +5% YoY |
| Audi Approved Plus Facilities | 26 (expanding further) |
| EV Charging Points | 6,500+ pan-India |
| Customer Programs | 10-year warranty, 15 years roadside assistance, assured buyback |
| Key Strategy | Focus on customer experiences, EV ecosystem, festive sales push |
Conclusion
Audi India’s sales performance in 2025 highlights the competitive intensity of the luxury car segment. With 3,197 units sold in the first nine months, the brand finds itself trailing competitors but remains optimistic about ending the year on a stronger note.
The company’s resilience comes from a multi-pronged approach—strengthening its pre-owned business, expanding EV infrastructure, introducing ownership benefits, and focusing on customer trust. While challenges remain, the upcoming festive quarter and GST 2.0 reforms are expected to provide the momentum Audi needs.
For buyers, this is an exciting time. Whether it’s a new Audi model, a pre-owned luxury car, or an EV supported by thousands of charging points, Audi India is ensuring that luxury ownership remains aspirational yet accessible.
As 2025 heads into its final quarter, Audi’s strategy will be closely watched—not just by industry experts, but also by customers who see the brand as a blend of German engineering and forward-thinking luxury.
