Audi is on track to achieve its target of selling 1.4 million vehicles worldwide and Jamaica is a key part of that global picture. The company recently hosted 32 journalists from Latin America and the Caribbean, who over two days were allowed to test drive its R8, S6, S7 and S8 models at the Palm Beach International Raceway in Miami, Florida.
Urrich Schwarz, director of marketing and public relations for Latin America and the Caribbean, told Automotives that the idea is to get reviews of the company's latest offerings into the regions, creating a buzz and demand ahead of their arrival. He was confident that these reviews will be positive, based on feedback in other markets.
Explaining that the cars are brand new to this region, Schwarz explained that Audi had seen a 200 per cent increase in the sales in the luxury segment over the past three years. "We are definitely the top of the line, and that's why is it is very important for us to show this to the wider audience, so that people get an idea what Audi is offering in this range. We are very strong in China as well as the United States," he said.
Meanwhile, the state-of-the-art Audi showroom being constructed along Oxford Road in New Kingston which is slated for completion by the end of next month, will give the dealer ATL Automotives a serious competitive edge. It has been designed and built on a template which has been successful in other markets, with a range of vehicles and services touted to be unmatched locally.
Schwarz is confident that Audi will achieve its goal of dominating the luxury segment, given that it has the range of vehicles and superior technology to maintain its dominance for some time to come.
He explained: "We have a new Q3. The Q5 was updated, there is the Q7, so we have now three SUV models and we have the latest S models. But there is also a new A3 now launching in the market. So we have a very, very updated product portfolio on one side and the image now is really high and people are looking for Audi."
"We have been increasing our numbers very strongly and still stick to our goal this year (2012), to sell 1.4 million cars worldwide, and we are very sure that we will reach this goal, because we have a completely new product range."