Interview with Mark Austin, General Manager of Audi Abu Dhabi

Audi Abu Dhabi

Q&A with YallaMotor

Spokesperson: Mark Austin, General Manager of Audi Abu Dhabi

1 - Audi Abu Dhabi recently welcomed the new Audi Q5 and the Q5 Sportback to its line-up, is there anything else we can look forward to in 2022? 

Yes, of course. We will be welcoming some new and exciting models to our line-up this year, really bringing the brand’s focus on electrification and performance to the forefront. 

Firstly, the new high-performance Audi e-tron S which features three electric motors, two of which operate on the rear axle, making this an extraordinary electric vehicle to join our fleet. The intelligent drive control raises vehicle safety, and dynamic handling to a new level. In addition, it is equipped with electric torque vectoring with active and fully variable torque distribution on the rear axle.

Then we have the all-new and much anticipated Audi RS3 delivering impressive, raw power and intelligent, responsive performance. It’s a car that inspires and exhilarates—offering unparalleled excitement every time you drive it. We will receive both sedan and sportback models.

Other models include the Audi SQ8, the brand’s biggest coupe-style SUV, as well as the new Audi A8 and S8, so our customers, old and new, have a lot to look forward to.

2 - How was the response to the e-tron GT? 

We currently have the e-tron GT quattro and RS e-tron GT that are the latest additions to the EV family. With market awareness and acceptance of EVs in Abu Dhabi on the rise, the response to these models has been extremely encouraging. The RS e-tron GT is the most powerful Audi Sport car yet with 646 hp and acceleration of 0 to 100 km/h in 3.3s, driven by the 800-volt lithium-ion battery integrated into the flat underbody.  

The optional matrix LED headlights with Audi laser light and striking blue X signature, radiate a progressive design language. The outer edges of the rear animated light strip are framed by individual V-shaped LED segments within the lighting units themselves. This double reversing light and indicator function is a first for Audi.

When we launched our EVs in Abu Dhabi we introduced a complimentary package including free home charger and installation, buyback deals, 5-year service plan, 5-year unlimited mileage warranty, 24/7 Roadside Assistance and 8-year battery warranty.

3 - What are some of the automotive trends to watch out for in 2022?  

We expect the demand for electric cars will continue to grow. A general awareness regarding environmental issues will continue to have a positive impact on EV sales.

The competition in the market will increase in line with the demands of customers and their expectations for greener vehicles. Audi estimates the majority of cars it manufactures will be fully electric within the next 5 years.

We’ve also seen a noticeable increase in intent to purchase cars online. When the pandemic hit in 2020, almost all manner of goods and services shifted online to facilitate the unique circumstances. The automotive sector too went in a similar direction. Thanks to features like virtual tours and test drives at home, we are able to offer a unique buying experience for our customers.

4 - How was Audi Abu Dhabi’s performance in 2021? 

2021 was a successful year despite the challenges that have faced the automotive sector globally. We remain optimistic and have capitalized on what we now see as a recovering market as consumer demand is steadily increasing. We continue to have strong investment in marketing, clear demand and closed the year on a high with a 25% growth in sales YOY.

5 - What are some of the recurring behaviors that you have witnessed in consumers in 2021? 

We’re seeing confidence return in customers with business and career prospects looking positive in the UAE given how commendable the response of the nation is in handling this pandemic. People have also been able to save from not doing too much in 2020 and buying a car is back on their shopping list. There is also the element of consumers moving towards owning their own cars with caution being exercised in terms of social distancing and limiting human interaction.

We’re also seeing customers with varied needs come forward as the mobility experience expands from not only being driven by the shape, comfort, and performance of a car, but also being elevated by additional digital features. There are enthusiasts who show high interest in digital technologies and everything car related, as well as high involvement in the driving experience. Then there are drivers who demonstrate a high involvement in the driving experience but are cautious about new technologies.