As with any thriving business, car manufacturers aim to reinvent themselves and bring more interesting and exciting products to the market. The same goes for Audi, one of the top luxury automakers in the world, which has invested €24 billion (approximately S$36.9 billion) in new cars.
SGCM: Do you think the Singapore Motor Show is an effective platform to promote the brand's presence in Singapore?
JM: I think that any way to showcase a product is effective. The motor show is probably something different in the way it gets different brands together under one roof.
Truth to be told, I was a little skeptical at first as I thought it is just going to be 'cars on carpets'. But from how it looks, I'm impressed with how the dealers are making efforts to be here, and I can see that from how nicely and professionally their displays were put up.
SGCM: What's in store for Audi in 2015?
JM: We've got a lot of new cars lined up for 2015. With six new launches, 2015 is one of the biggest and most exciting year for Audi. With the brand focused on what it does best and placing importance in new products and new technologies, our audience can expect lots of surprises from Audi - particularly in the field of SUVs. And I think that SUVs play a huge part in markets - not just in Singapore but on the international level as well.
SGCM: Which of the new models do you think will be the best seller for 2015?
JM: The Singapore market is very unlike any others in the world with its COE system. The recent announcement from the Land Transport Authority (LTA) says that there'll be more quota for Category A.
Hence, we think the market is likely to shift towards smaller cars, and we are working to keep our small cars competitive. At the same time, I think there's still a market for bigger cars, as Singaporeans are more family oriented.
SGCM: Which is your favourite model at the Audi stand?
JM: I think the special car today is the Audi TT. The new TT is making its first appearance in this part of the world, which is great news for Singapore as a market. It has won many design awards. Engineers and designers have worked to ensure that the new car still has the iconic traits and is instantly recognisable as an Audi TT. Likewise, the interior is a step up with the new virtual cockpit that showcases the technologies we have at Audi.
SGCM: In your very own words, what are the essentials of the new Audi TT?
JM: It encompasses our brand's emotions - Progressive, Sporty, and Sophistication. It has iconic technologies such as quattro all-wheel drive system and efficient engine technologies. It is a sports car, which makes it highly appealing. As an Audi, the TT's fit and finish is exceptional. And all these traits are combined into a small package in the TT.
SGCM: Do you foresee the Singapore Motor Show to be held again next year?
JM: For now I can't tell if the motor show should be held every year. So far, I think the show is impressive and the organisation is excellent. But it's expensive to put the show together. Hence, we'll have to see how we perform (in terms of sales) at the end of the show.
