How do you see the Middle East market?
The Middle East is a very fast-moving market, one that we have been very successful, and we continue to do so. In the first eight months we’ve increased sales by 5%.
What are your thoughts about the Geneva International Motor Show Qatar 2023 and what is Audi showcasing?
I’m very happy that Geneva Motor Show is taking place in the Middle East. Qatar and the GCC are very important markets for us in the Middle East.
It’s an absolute milestone showcasing the world premiere of the new Q8, it’s our flagship SUV, represented in the sporty SQ8 variant. With 507 horsepower, 770 N·m of torque and an acceleration of 0-100 in just 4.1 seconds, it’s a fantastic machine with extraordinary performance and design. I’m ecstatic to have this icon here.
We also displayed the F1 show car with Audi livery. As you may have heard, Audi will be entering Formula 1 in 2026. We also have our entire EV range, e-tron GT and RS e-tron GT and the Q8 e-tron.
And finally, for the ultimately discerning Audi clients that value individualization, we have the S8 and the RS7 equipped with Audi exclusive, dedicated to the customer needs here in Qatar.
What does the EV infrastructure in the Middle East look like and how is Audi contributing to it?
Within the next two years, we will launch 20 new models and more than 10 of them will be electric. That means we’ll have a strong presence in the EV market, and infrastructure is an essential part of it. By the end of this year, we will have up to 200 chargers installed in the region including high-performance chargers. Our investment in the EV infrastructure will continue to grow.
We also work with governments, for example in the UAE, the Ministry of Infrastructure. We also have a partnership with the Museum of the Future, where we’ve installed charging stations.
How would you define Audi’s sales strategy in the region? Any figures that you can share with us?
Relating this to the electrification aspect, the e-tron GT has delivered exceptional results as it has shown a remarkable 38% growth from last year to this year. Similarly, the Q8 e-tron has experienced an 8% growth, indicating a positive response from customers towards electrification. Additionally, we observed significant growth in the Q series models, such as the Q5, as well as in the A and B segment sedans. Overall, the growth rates across our product lineup have been impressive. Looking at the product portfolio within the next two years, the future looks bright for the Middle East. I think our investors, the region, and customers will be very happy with our products.
How does Audi foster innovation in the Middle East, and are there any particular technologies that you’re working on? How does sustainability fit into Audi’s modus operandi?
Well, Volkswagen Group has signed the Paris Climate Agreement to be CO2 neutral by 2050. At Audi AG, we already have two factories which are CO2 neutral, in Brussels and Győr (Hungary). From next year onwards, our main factory hub, Ingolstadt, will be also CO2 neutral.
In terms of the region, we have a very meaningful cooperation with Tree-Nation where we plant trees on behalf of customers. We’ve already planted around 4,500 trees since March this year, it’s been a huge success. I’m glad to say customers have been very supportive.
From a global perspective our ambition is to bring all the innovation and technologies that are being developed and implement them in the Middle East region. These include our electric portfolio as well as technologies such as autonomous driving and automated driving. Innovations in terms of safety and efficiency are also at the top of our list. We are also exploring in turning the charging hubs to become an experience.
For us at Audi, one major and important part is customer experience and customer focus, being customer centric. For example, we opened the House of Progress in Saudi Arabia. It’s a new retail format that has a strong lifestyle area, we aim for the region to be at the forefront of these.
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