Audi Korea has announced its sales performance for 2022, along with its brand activities and plans for the new year 2023.
Despite challenging market conditions, including the COVID-19 pandemic and semiconductor supply issues, Audi Korea maintained its position as the third largest importer by selling a total of 21,402 units in 2022.
In 2023, the brand plans to continue its electrification strategy to maintain its leadership in electric vehicles. Additionally, it aims to strengthen its service capabilities in line with the electrification era, expand its network, improve sales services, and provide customers with a more diverse brand experience.
In 2022, Audi launched a total of six new models. Starting with the sporty compact SUVs, the ‘Audi Q3 35 TDI and Q3 Sportback 35 TDI’, followed by the premium compact sedan ‘Audi A3 40 TFSI’, a facelift of the flagship prestige large sedan ‘Audi A8 L 55 TFSI’, and the high-performance model ‘Audi S3 TFSI’.
Among the electric vehicle offerings were the ‘Audi e-tron S’ and ‘Audi e-tron S Sportback’, adding to the e-tron high-performance lineup and broadening customer choices in the premium imported electric vehicle market. The introduction of the pure electric SUVs, ‘Audi Q4 e-tron 40’ and ‘Audi Q4 Sportback e-tron 40’, aimed to lower the barriers to entry in this segment.
Notably, Audi Q4 e-tron and Q4 Sportback e-tron made impressive strides in the electric vehicle market. In October, a total of 1,235 units were sold within a month of their launch, making them the best-selling imported models. Overall, 1,987 units sold throughout 2022 secured Audi’s position in the premium compact imported electric vehicle segment.
In October, Audi hosted the ‘House of Progress’, a brand showroom sharing Audi’s vision for premium mobility and lifestyle. At ‘House of Progress Seoul’, Audi showcased its efforts and initiatives under four themes: sustainability, digitalization, design, and performance, communicating its commitment to a sustainable future in premium mobility.
Looking ahead to 2023, Audi’s new model launch plans include the updated ‘The New Audi Q8 e-tron’, a facelifted version of the e-tron with a new name, and the ‘The New Audi Q8 Sportback e-tron’, continuing the legacy of luxury-class pure electric vehicles.
‘The New Audi Q8 e-tron’ and ‘The New Audi Q8 Sportback e-tron’ were launched globally last year, featuring improved battery and charging performance alongside a more aerodynamic design to raise the standards for premium pure electric SUV models.
Introducing the first plug-in hybrid model of the premium coupe sedan A7, ‘The New Audi A7 PHEV’, Audi is expanding its hybrid lineup along with pure electric models to build a more diverse and accessible electrified model range.
Additionally, the updated compact SUV ‘Audi Q2’, the high-performance version of the flagship sedan A8, ‘The New Audi S8 L’, and the premium large SUV ‘The New Audi SQ7’ will be showcased, alongside the first compact model of the RS lineup, ‘The New Audi RS 3’, to cater to customers seeking sporty and dynamic Audi models.
Reflecting customer desires for a unique Audi that mirrors their personal style and preferences, Audi plans to expand its exclusive model lineup that allows for customization of interior/exterior colors and leather packages to enhance customer satisfaction. Moreover, limited editions of certain models will be released to broaden customer choices and showcase a wider variety of Audi vehicles.
Audi is also building a service framework aligned with its electrification roadmap. They continually expand their network infrastructure, with a total of 31 official Audi service centers nationwide capable of managing electric vehicle inspections, general repairs, and parts replacements. Plans are in place to establish a total of 14 high-voltage battery service centers by the end of 2023 in major urban areas to ensure quick and convenient repairs and inspections of electrified models.
Investments in training specialized electric vehicle technicians continue, with currently 86 qualified technicians, 16 of whom are high-voltage experts capable of repairing battery cell modules and related controllers. Throughout the year, Audi plans to increase the number of electric vehicle repair technicians (HVT) to 158, and high-voltage experts (HVE) to 28, ensuring quality service standards.
Audi aims to enhance the quality of customer service along with new vehicle sales. They plan to comprehensively review their customer response processes and systems to strengthen and improve the authentic premium brand experience across all customer touchpoints.
The training for sales staff will be intensified. Following last year’s product training for all dealer sales staff, Audi will establish a ‘Dealer In-House Trainer Program’ in 2023 to enhance sales service capabilities, along with differentiated training programs based on employee tenure and competency, aimed at enhancing the quality of skills applicable in sales environments.
Audi will also improve systems to enhance online and offline communication with customers. Plans are underway to expand the portfolio of Audi Connect services, providing various safety and convenience services through connections with vehicles, drivers, and networks. Furthermore, Audi plans to introduce a platform allowing customers to select and purchase or renew various service items, which are currently only available through packages.
Through the integration of customer data between Audi Korea and their dealers, Audi aims to establish a more consistent and flexible customer management system, expanding the channels for delivering various information and updates for seamless customer service experiences. Additionally, as part of their digitalization efforts, a dedicated page to check Audi certified used car listings will be launched on Audi Korea’s official website.
Customers can now easily check the real-time inventory of vehicles that meet their requirements—such as model, engine type, color, and year—online without needing to visit the showroom, along with the ability to consult for purchase. Additionally, the frequency of customer events and test drive activities will be increased at dealer showrooms and major locations to provide more opportunities for customers from various regions, beyond the metropolitan area, to experience the Audi brand closely.
In December, Audi Korea announced the selection of ‘Bayern Auto’ as a new dealer responsible for the Seoul Magok-dong and Gyeonggi Uijeongbu areas, with plans to expand their sales and service network. Along with the new dealer network, there are plans to renovate three showrooms and six service centers from the existing network.
Moreover, to expand touchpoints with customers, a new city mall concept store will be introduced, set to operate fully from the second half of 2023. The city mall concept store will enhance accessibility to the Audi brand, allowing for easy test drives and product experiences, thereby reducing the distance between the brand and its customers.
To improve the quality of on-site customer service, the Audi Retail Experience will be implemented throughout 2023. This initiative divides sales processes among area specialists at the sales point, alleviating customer pressure regarding purchases and providing services and experiences tailored to their needs to enhance consumer satisfaction.
Hyun-ki Im, CEO of Audi Korea, stated, “As a premium mobility brand, Audi aims to provide customers with a wide range of model lineups and continuously evolving service experiences.” He remarked, “2023 is expected to be a challenging year, but under Audi’s global electrification strategy, we will work to improve various aspects of customer service in the Korean market and lay the foundation for sustainable business.”
Jang In-sang daedusj@autodiary.kr