German luxury carmaker Audi is gearing up to become a service provider too, offering a host of premium lifestyle services to its clients in India, as indicated by a top representative of the firm.
The organization, under its 2025 methodology of concentrating on client centricity other than upgrading product portfolio and sales and service network in the Indian market, is working to grow further on the concierge services that it offers to its vehicle purchasers.
“We are a car company at this point at least, moving forward obviously from a car company we will probably become a service provider. That’s the way to go…,” Audi India Head Balbir Singh Dhillon told PTI.
Elaborating on the plan, he said at present there are around 75,000 Audi proprietors in India who have bought car priced above Rs 30-40 lakh and the information of these clients will assist it with conceiving approaches to additionally cooperate with them and offer what they want.
“So when we move from a carmaker to a service provider there are so many things in your life as an Audi customer which you need on a day-to-day basis. We are evaluating, working on how do we reach your home more than by just selling the car and providing aftersales services,” he said.
For example, Dhillon said through the concierge services accessible on the organization’s application, an Audi proprietor can look for help in booking a restaurant, ordering a bunch, or even plan to watch mega sporting events like Wimbledon.
“It is an extension of the services that we are offering slowly…Basically from car to personal lifestyle that you need. For instance, let’s say you need to buy very exclusive clothing, we may suggest you where do you stitch your clothing. These are all services which are offered as of now as a gesture of goodwill but this could become a profit center for the time to come,” he said.
Luxury accessories that the organization sells to Audi clients, “in the times to come could be co-branded with another brand”, he said including, these are the new regions which the organization will experiment with.
Dhillon further said, “At this point where we will reach in three to five years, I don’t know but are we going in that direction? The answer is yes. It is a little bit unknown waters.”
When asked how far the organization has progressed in this front, Dhillon said Audi should do a lot of experimentations.
“We will have to work with a lot of partners, who potentially may not be car companies, but anything and everything which is in and around the car…There are discussions with a couple of partners.”
He likewise said the organization will have “customer clinic to also understand, as we don’t want to do things that customers don’t like, where we will not only ask about the car but also about their needs, habits, their lifestyle and how do we reach them more, what else do they expect from us, as manufacturers in the next three to five years time.”
Dhillon further said, “You need to engage with them to find the answers. It is the beginning of it, maybe from a year and a half from now, we would be in a better position to answer this question when we would have tried some more things. We have just started.”
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