Trevor Hill interview: Audi in the Middle East

Wednesday, 23 January 2013 11:14 PM

A record 9,155 Audis were sold in the Middle East last year, putting it a mere sixteen cars behind Porsche. It was the seventh year of record sales, excluding the global financial crisis impact in 2009 and 2010. But the company remains firmly on the accelerator, intent on smashing the 10,000 barrier for the first time this year and lifting the Middle East into the company’s top 20 markets.

From there, it aims to double sales in the region in just seven years to 20,000 cars.

That’s where Hill comes in. The South African has led massive sales growth in China – now the company’s top market – Germany and most recently Korea.

Since Hill left his mark, Audi has become the number-one sold car in China and Germany for the first time.

The high achiever, who played international hockey before joining Audi’s Johannesburg office 20 years ago, is unfamiliar with failing.

And he is confident of repeating his success in the Middle East, hoping to increase sales here by “at least” 50 per cent in what he expects to be a five-year tenure.

Hill tells Arabian Business that improving the “unsatisfactory” quality of sales service and procedures in the region was the first step towards domination.

“I want to focus on every single dealer in every single country in the region [to improve their] professionalism,” he says.

“The dealers have to bring up their quality level in terms of structures and policies.

“Dealers are not professional enough for my [liking]. It’s been very sales-focused in the past, just shifting out sales, sales, sales, [with] not that much quality.”

Article continued on next page

1 2 3 4 page 2 of 4

Follow @ArabianBusiness

Join the Discussion

Disclaimer:The view expressed here by our readers are not necessarily shared by Arabian Business, its employees, sponsors or its advertisers.

Please post responsibly. Commenter Rules

Read All 6 Comments

Posted by: Harish Tuesday, 21 May 2013 11:32 AM[UAE] - UAE

I would like to publish my disappointing experience as a AVME customer, owning both Audi and Volkswagen cars..
Having escalated the below complaint to Audi AG as well as AVME, I was pointed back to the dealer who was unable to address my complaint and compensate me to satisfaction. The appaling fact is that no one from AVME has bothered contacting me and a 'nameless standard response emal' was sent to mentionng that the dealer would address the issue.
If anyone in AVME is bothered about long term customer relationships and the brand reputation that Audi carries, I'm expecting a response in person and not trough a nameless email

Reply to this comment.

Posted by: Audi Middle East Wednesday, 6 February 2013 4:26 PM[UAE] - UAE

Thank you for all the constructive feedback. In case you would like to reach Audi Middle East directly, you can email us on rsvp@audi.avme.ae for general topics & customer.care@avme.ae for service topics.

Reply to this comment.

Posted by: Tareq Sunday, 3 February 2013 10:53 AM[UAE] - uae

I think Audi is good car shame he service appointment is lacking in a big way , you can't give us service package to buy the car and later tell us service appiotment in a month time, no car company in the UAE does this except AUDI.

Reply to this comment.

Posted by: twistedtory Monday, 28 January 2013 1:56 PM[UAE] - Dubai

I was ready to buy a Jag 2.5 years ago, but the rude salestaff would not let me drive one. Sorry, not buying a car i can't test drive. Went to Audi, was given the key and told to bring it back in an hour or two. My A5 converitble sport cabriolet is an absolute dream, am now a died in the wool Audiphile. Don't appreciate being told by sales that certain things like tire pressure sensor were included only to learn too late that they are not. After sales service is still lacking and I don't appreciate being told I don't know what I'm talking about because I'm a woman. Mr. Hill needs to invest in extensive customer service training and incentives structured around customer experience, not only sales or numbers.

Reply to this comment.

Posted by: Rob Monday, 28 January 2013 11:45 AM[UAE] - Dubai

The reason customers just walk away, is mainly due to the fact that the sales person is either rude or just dont care.
They know in the ME people buy cars, so if it is not from the first person who walks in, it might the next or the next etc... the supply of customers abundant.
Personal experience from a customer who walked away.

Reply to this comment.

Read All 6 Comments

Arabian Business Power 500 2013 - Top 5 from UAE »


View complete list

Photo Galleries
Videos

35
Saudi Arabia to rehire Indian maids on lower wages

The problem with many South Asians in general and Indians in particular is that greed has no limit for them. No matter how much they get, which is often... more
Wednesday, 19 June 2013 10:59 AM - Fahd
11
Gulf airlines told not to carry US whistleblower

In those so called democratic (they should change it to Hypocratic) there is freedom of speech but no freedom after the speech.
When the guys speaking... more
Wednesday, 19 June 2013 12:00 PM - Last of the mohicans
4
New Dreamliner too small for us, says Emirates

If Boeing can develop a 777 that can fly for 20 hours, then why bother flying through Dubai? Most EK traffic is transfer passengers. 20 hours nonstop would... more
Wednesday, 19 June 2013 5:04 PM - John Harte

Read all user comments »

35
Saudi Arabia to rehire Indian maids on lower wages

The problem with many South Asians in general and Indians in particular is that greed has no limit for them. No matter how much they get, which is often... more
Wednesday, 19 June 2013 10:59 AM - Fahd
27
Female UAE expats face new visa curbs

@anguilla: Kalba town is part of the Sharjah Emirate.
along with khor fakkan and dibba al hisn.
http://en.wikipedia.org/wiki/Sharjah_%28emirate... more
Friday, 14 June 2013 6:23 PM - omar faris
14
Saudi's Grand Mufti vents against horse statues

I am wondering why this article is being published here? it is really useless. anyway, I in certain ways agree with the Mufti. god bless Saudi Arabia more
Tuesday, 18 June 2013 9:27 AM - Faisal

Read all user comments »

57
Are there too many Brits in the UAE?

@ Henry, enough of whining, the host country does not need you, it is your employer that needs your services and you know well enough that you can be made... more
Saturday, 1 June 2013 11:32 AM - Zain
37
Rights group urges UAE not to deport strikers

Organizations like HRW, Green peace, ILO, UNHCR are so self serving that it is amazing they still exist! they spend 60/70 percent of their budgets (meant... more
Thursday, 30 May 2013 7:53 PM - Navin
35
Saudi Arabia to rehire Indian maids on lower wages

The problem with many South Asians in general and Indians in particular is that greed has no limit for them. No matter how much they get, which is often... more
Wednesday, 19 June 2013 10:59 AM - Fahd

Read all user comments »

Log in Not registered? Register now!

Retrieve password form

Services:

Trevor Hill interview: Audi in the Middle East

Related:

Stories

Galleries

Videos

Companies

Also in Cars & Boats

Also in UAE

Join the Discussion

Further reading

Features & Analysis

Most Popular

Most Discussed