It sold 2,216 vehicles in the January-March quarter, against BMW's 1,410 vehicles.
Also read : New Range Rover to drive JLR margins in FY14: Credit Suisse
CNBC-TV18's Sunanda Jayaseelan caught up with Michael Perschke, the head of Audi India, to find out just how Audi plans to hold on to that top spot.
Michael Perschke can heave a sigh of relief, at least for the moment. However, he's also the first to admit that becoming the number-one player in the Indian luxury car market is one thing and keeping the throne quite another.
Its new financing scheme has helped volumes rise by 10-15 percent. Perschke's key priority now is to come up with newer methods to attract a new ilk of clientele, thus creating a wider customer base.
Michael Perschke, MD, Audi India says, "The salaried class for example, we were not able to reach a huge section of them earlier, but now that we offer EMI's up to 84 months suddenly we have discovered a whole new target group".
Perschke also acknowledges that the financing scheme is not a new ploy. Competitor Merecedes Benz implemented it, and saw sales rising 5 percent. That leaves ways to cut costs and to make Audi much more accessible. Especially since the government has made things tougher by hiking the excise duty on imported cars.
So audi, which already has one of the highest levels of localisation in its segment, wants more. It targets 90 percent of total revenues from locally-manufactured products going ahead.
Perschke informed that as of now nearly 80 percent of company's total sale comes from locally built products
Audi currently manufacturers the A4, A6, Q5 and the Q7 in india. It is now banking on new launches to fuel sales growth. perscheke did not comment on a timeline for the new A7, but he did let slip that up to four new products would hit indian roads before this fiscal year is up.
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