Trevor Hill interview: Audi in the Middle East

The Middle East market could be finicky and customers, not particularly loyal, were quick to desert a brand over the slightest dissatisfaction, Hill says.

To help counteract this, he is planning to create quality management roles in every dealership.

“Customers here, if they don’t like you, they walk away,” he says. “They don’t even tell you they’re dissatisfied, they just walk away.

“That’s the worst thing for us; we need to know why customers don’t stay with us, then we can make changes.”

The Middle East is presently only the 21st largest market for Audi worldwide but it is a leader in the C and D segments, which include larger compact and entry-level luxury cars such as the Audi A8 and Q7.

Hill says while the rest of the world moved towards smaller, more economical diesel cars, Middle East drivers continued to demand “size, prestige and power”. V8 engines, eight cylinders and 300-500 hertz power were highly sought after.

Hill himself drives the luxury sports sedan Audi S8 – a high performance version of the Audi A8 often considered to be the first large luxury car.  

He believes the region’s unique market, as well as Dubai’s accessibility, climate, facilities, and growing appetite for Audis meant it was increasingly likely it would host the launch of one of the next luxury vehicles.

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