Jeff Mannering on the future of Audi Singapore

Audi isn't just selling cars these days. Instead, with services like Audi on demand, a new extended chauffeured and an upcoming charging on demand service, the premium German marque is also offering future mobility solutions.

Speaking to Managing Director of Audi Singapore Jeff Mannering at the recently concluded Singapore Motor Show 2019, he explained that offering a chauffeured service was just as important a part of a mobility service as a self-drive one. The Audi on demand chauffeur service is expected to begin from March 2019.

Audi on demand started in Singapore in January 2018 and consists of its most current products - from sedans to Q-models with the latest features, including infotainment and navigation functionalities - allowing customers to experience Audi's newest technologies and prestigious models.

Audi on demand offers an all-inclusive service package and insurance coverage, as well as complementary accessories like a child seat. The service extends past the booking, with a dedicated concierge who will deliver and introduce the car at any location in Singapore with as little as two hours' notice. Customers can also pick the car up themselves from Audi Centre Singapore at 281 Alexandra Road.

The duration of use for each Audi on demand vehicle can be as short as four hours or as long as 28 days.
 
No juice, no problem

But apart from just making Audi models more accessible to the public, the company is also working towards easing the transition to an electrified future and it's doing so with the e-tron SUV.

If you've been living in a cave, the e-tron is Audi's first all-electric SUV that's aimed at the heart of the premium market. It is armed with 265kW (355bhp) and 561Nm of torque in normal conditions, and capable of boosting to a maximum output of 300kW (402bhp) and a whopping 664Nm for bursts of up to eight seconds.

According to Mr. Mannering, the e-tron is slated to go on sale here in the third quarter of 2019. But there are two concerns with all-electric vehicles. The first of which is range anxiety, the fear that a vehicle has insufficient range to reach its destination and would thus strand the vehicle's occupants, and the lack of charging infrastructure especially for those who live in public housing.

This is where charging on demand comes to play. Should an e-tron run out of juice, Audi's charging on demand staff will pick it up, send it to Audi Centre Singapore for charging and offer the customer a replacement car in the meantime, says Mr. Mannering. The replacement vehicle could be another e-tron depending on availability, or a regular petrol-powered Audi like a Q5 or a Q7, he adds.

The future looks bright

Thanks to this forward-thinking approach, the future seems bright for Audi. Last year, the brand with the four rings also launched its biggest event of the year in Singapore, the Audi Brand Experience (ABE). The ABE was the first event of its kind to be held at this scale in the region where visitors got to see the full range of Audi's latest lineup, including the new A6, the A7 Sportback, the A8 and the Q8.

Audi's futuristic Aicon and Elaine autonomous concept cars also made their appearance at the event, showcasing Audi's vision of the cars of tomorrow. Over the show days from 10 to 14 October, the event saw more than 11,000 attendees. More importantly, while Audi's European sales fell 13.6% in the past 12 months, its sales in Singapore have been growing year on year.

According to Mr. Mannering, a fifth of its sales are attributed to its SUV models, but demand for its core models like the A4 still remains strong. However, he is hopeful that as much as a third of Audi sales will be attributed by electrified models by 2025. In Asia, if that is to happen, Mr. Mannering believes that Singapore should be the lighthouse signalling that change. And if there's one brand that can lead that charge here, we think it's Audi.