Trevor Hill interview: Audi in the Middle East

Audi's Middle East on why he wants to make it the top luxury car brand in the Gulf

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

Join the Discussion

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

NOTE: Comments posted on may be printed in the magazine Arabian Business

Please post responsibly. Commenter Rules

Posted by: Harish

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

Posted by: Audi Middle East

Thank you for all the constructive feedback. In case you would like to reach Audi Middle East directly, you can email us on for general topics & for service topics.

Posted by: Tareq

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.

Posted by: twistedtory

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.

Posted by: Rob

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.

All comments are subject to approval before appearing

More from Arabian Business

UAE, Saudi Arabia confirm Eid holiday to start on Sunday

Saudi economic potential lures investors

Now you can book a Careem car in Dubai without the app

UAE says US, European guarantees needed to solve Gulf crisis

Dubai's Abraaj said to plan IPO of South African firm

Community comes first: CEO of iCare Insure, Leena Parwani Q+A