Scott Shears, the General Manager of Audi Abu Dhabi, has affirmed that the automotive sector in Dubai is on the brink of a phase of rapid growth, driven by several key factors including the ongoing economic development, significant demographic shifts, and an increasing consumer demand for luxury vehicles equipped with the latest technologies.
He shared with local media that the industry anticipates a rise in the digitization of customer experiences, a swift adoption of electric vehicles, and a continuous trend toward the latest immersive driving technologies. The automotive market in Dubai is highly competitive, with a constant influx of new firms. Meanwhile, existing companies are working to maintain their market share through aggressive promotional campaigns and strong sales offers. These strategies include focusing on providing attractive financing and leasing solutions to facilitate customer ownership of modern vehicles.
Regarding numerous complaints about the rising costs of insurance documents, primarily due to increasing prices for automotive parts, he noted that customer concerns about the growing costs of vehicle ownership are well understood. The surge in parts prices is a global trend influenced by factors beyond the control of individual dealers, such as supply chain disruptions, raw material cost increases, and currency fluctuations. As for Audi’s brand, they are collaborating closely with insurers and suppliers to find ways to mitigate these increases and offer transparent solutions and competitive service packages whenever possible.
On the reasons behind the rise in parts prices, he stated that the main challenges currently faced in the market stem from constraints and disruptions in the global supply chains, linked to the broader political and economic environment. This includes recent fluctuations in currency values affecting import costs to the UAE, in addition to rising logistics costs, international shipping, and distribution expenses. The increased prices of raw materials, such as metals and semiconductors, have also impacted parts costs. All these factors have affected the global automotive industry at large. As an exclusive dealer for Audi, Ali & Sons is committed to enhancing inventory management and exploring optimal supply chain strategies to help limit costs for customers.
He also emphasized that the electric vehicle market in the UAE is gaining significant momentum. This progress is attributed to important initiatives such as Dubai’s Green Mobility Strategy, along with various consumer incentives including free parking, monthly leasing offers, reduced registration fees, and the expansion of charging station networks, all of which are contributing to the accelerated adoption of electric vehicles. As consumers become more aware of the environmental benefits and long-term savings, the electric vehicle sector in the UAE is expected to experience steady growth over the next three to five years, backed by an expanding range of electric vehicles being offered by various manufacturers, including the new Audi A6 and Q6 E-Tron models.
He stated that the new Audi Q5 and SQ5 models are based on Audi’s entirely new premium combustion platform. They are available with two gasoline engine options, featuring a seven-speed S tronic automatic transmission and the renowned Quattro all-wheel drive system. Both models boast a revamped progressive steering system for enhanced control accuracy and feel. The exterior design showcases a bold sporty touch, with impressive front lighting featuring smart LED lights and dynamic OLED rear lamps. The interior of these vehicles presents an all-new cabin, complete with an advanced digital cockpit, a virtual instrument display, a curved touchscreen multimedia interface measuring 14.5 inches, alongside an optional 10.9-inch touch screen for the front passenger with a privacy mode. This experience is complemented by luxury interior materials, ambient lighting, a heads-up display, and an optional three-dimensional Bang & Olufsen surround sound system.
He expressed complete confidence and optimism in strong sales for both the new Audi Q5 and SQ5 models. The Q5 model has always been a focal point within Audi’s vehicle lineup. It is anticipated that the new version will drive significant demand among families and professionals seeking versatility, advanced technology, and luxurious specifications. The SQ5 model is particularly expected to attract performance-focused customers, especially due to its striking exterior design. Overall, a doubling in sales growth for both models compared to the previous generation is anticipated.
Regarding the models expected to significantly boost sales, he noted that the Audi Q5 and SQ5 models are pivotal in driving sales growth due to their popularity in the mid-size luxury SUV segment. A notable increase in sales is anticipated starting from August. The new A6 sedan is set to be launched later this year, expected to appeal to a wide range of individual and corporate customers, as it represents one of our premier luxury sedans, combining cutting-edge technology with exquisite design. Concurrently, our flagship models in the SUV segment, like the Q7 and Q8, will continue to propel sales growth through 2025.
On plans for the transition to electric vehicles, he stated that Audi is fully committed to advancing the shift towards electric mobility, as evidenced by the expanding range of its E-Tron vehicles. This year, the company has introduced several new models, including the E-Tron GT, the new Q6 E-Tron, and the new A6 E-Tron. Audi continues to provide free home charging devices with every purchase of an E-Tron vehicle. They are actively working on building partnerships for charging infrastructure, which includes mobile charging services. All teams are highly proficient in handling electric vehicles thanks to comprehensive training, ensuring excellent customer service in sales and after-sales support. This training also includes educating customers on the benefits of electric cars and the advantages of ownership. The company aims for consistent growth in electric vehicle sales over the coming years.