Audi’s plan: "You have to be the best"

In the face of unprecedented competition in the premium space, Audi Australia will renew its focus on customer relations to differentiate itself from the pack.

While not all of the myriad brands entering the Australian market are aiming at Audi’s premium customer base, there are a few – Omoda, for example, as well as Xpeng, IM by MG and others – that will certainly look to eat some of the German stalwart’s lunch.

Audi Australia managing director Jeff Mannering, a 30-year veteran of the automotive game, is acutely aware of the risks, and says a focus on ensuring customers get their money’s worth is front of mind for both him and the Audi dealer network.

“There’s, I don’t know, 20-odd [new] brands, they’ve come in and they’ve just put the cars here and said, ‘off you go’,” Mannering said.

“Now, what happens after that? Let’s see.

“For us as a manufacturer, you have to be the best. You can’t compromise on what your customer experience is. We probably have to get even better because we actually charge more money for our cars.

“And I think from a consumer point of view, if you’re going to spend the money, you want to know if I buy a car, it’s in a premium environment and everyone knows what’s going on.”

Audi Australia’s head of product, Matt Dale, pointed to the launch of Audi’s new Formula One team next year at the Melbourne Grand Prix as an example.

“It’s a money-can’t-buy experience opportunity for our customers,” he said. “It’s a really strong opportunity to drive that customer experience, a money-can’t-buy experience.

“We’ve got a lot of high net-worth customers being a premium brand, but that’s an experience no one can buy, but can experience as an Audi customer.”

Tickets for the Melbourne Grand Prix go on sale on September 10, where Audi will debut its brand new 2026 contender in the F1 World Championship.

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