‘We are in great shape’

AUDI Australia managing director Joerg Hofmann says he is confident the brand will continue to grow its market share in 2009 and even lift overall volume, despite the industry new-car sales slump.

Speaking at the launch of the widened range of Q5 SUV in Canberra last week, Mr Hofmann said Audi in Australia had enjoyed a 5.3 per cent sales growth from January to May this year, against an overall industry that has dropped 20 per cent.

“We will grow our market share, and even grow our total numbers,” Mr Hofmann said.

“Our market share in the premium segment has grown from 15 per cent to 20 per cent (so far in 2009) and even 21 per cent (in April).

“We are the only growing brand in our segment.

“Our main German rival is down 10 per cent, and one is even down 20 per cent. So, we are in a great position, and we don’t have any intention to stop growing.” Mr Hofmann cites as evidence strong dealer orders for some of Audi’s newer products such as Q5, as well as the fact that – for the first time – one in three Audi dealers are leading their nearest competitors in 2009.

“In the month of May, we have the second biggest dealer order (numbers) that we have ever had,” he said.

Left: Audi Australia managing director Joerg Hofmann with Audi ambassador Jennifer Hawkins at the Melbourne motor show.



“It’s tough out there, and you have to convince customers to buy your car. But if you have a good brand and good people, and you did your homework, then you can be successful – and that’s what we do. We have a good product and it has all come together, and we are in great shape.

“Ten out of our 30 dealers around Australia are number one in the premium segment.” Mr Hofmann believes that upgrading the existing Audi dealer network – rather than adding to the number of outlets – is part of the company’s success in Australia, as the wave of new model activities continue with this year’s Q5 and upcoming Q3 and A1 small cars to the niche A7 coupe sedan.

In August, he will open the $50 million Audi ‘Lighthouse’ head office and dealership facility in Victoria Park, Sydney (site of the old BMC British Motor Corporation factory) – the largest in the Audi world.

Further, by the end of next year, the whole Audi dealer network across Australia will be refurbished at a cost of about $150 million.

“A key pillar is to get our network right, and we will stick to that plan,” Mr Hofmann said.

“We will certainly still invest. We will not stop investing. Our company is investing €4 billion every year in new product.” Likening Audi to a particular aspirational computer company in terms of product innovation and consumer perception, Mr Hofmann concluded that the company would continue to push boundaries with new models globally, as it sought to be number one luxury car-maker by 2015.

“Audi is the ‘Apple’ of the Australian car industry … but we have to keep reinventing ourselves (to stay on top) once we are number one by 2015.

“(Globally) we are very close in catching up with our main competitors.”

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