Record sales in units
Doğuş Otomotiv began importing Audi into Turkey in 1994, and in 2016, the brand's outstanding success resulted its highest-ever sales figures with 22,005 units.
Each the leader of its segment, A3 Sedan, A3 Sportback and A3 Cabriolet's total sales in 2016 amounted to 11,500 units. While the sales of A4, A4 Avant and A4 Allroad exceeded 5,000 units, the total sales across the A5 family was 600 units, with 2,200 units of A6 sold throughout the year. The Q3 closed the year with 1,000 units sold, and Q5 with 750 units. Meanwhile, the sales of niche models such as S/RS, A4 allroad, A3 Cabriolet, and TT also rose significantly in 2016, and achieved their highest sales figures to date.
Audi City, where visitors obtain information and observe virtual Audi models in real-life dimensions, opened at Istinye Park, Istanbul following London, Beijing and Berlin, enabling the visitors to receive more personalized consultancy services on color, equipment and model choices from Audi experts. The design and operation model of Audi City, which Audi A.G. describes as the "showroom concept" of the future, combines the present and future sales methods with the best features of virtual / digital world. Audi City provides the brand with technological infrastructure as a virtual showroom as well as a more personalized customer service and consultancy.
Digitalization in Business Processes
With digitalization at the heart of its business processes, Audi Turkey was given as an example by Audi AG to other markets for its benchmark projects. The smart pen project was launched in 2016, and all Authorized Aftersales Services began to use the pens. The information written by the smart pen is instantly transmitted in digital environment to the service consultant, resulting in faster response to customers. A self-service reception technology has been provided to enable Audi owners to carry out service transactions more rapidly and easily. With the self-service kiosks placed at the entrances of the Authorized Aftersales Services, Audi owners have been offered a tool to select the services they wish to get, open work orders and pay for the services.
Marketing and launch activities
Advertising and communication activities aimed at increasing Audi's brand recognition continued throughout the year, and tactical communication campaigns in parallel to sales targets were run. For the launch of Q2 in the last quarter of the year, 360° communication was targeted. In addition to advertising campaign and test drives with wide participation, the micro site "benitagle.com" was developed where the users "tagged" each other and posted their personal videos, elevating the Q2's recognition to even higher levels. Audi won the grand prize "Kıpkırmızı" at the Kırmızı Advertising Awards for its air bag campaign, as well as the best art direction, best illustration, and best car advertisement in media awards. One of the other key issues was social media communication. Social media channels such as Facebook, Twitter, Instagram, YouTube, and LinkedIn have been successfully used in Audi's brand communications. Audi brand became one of the leading brands in the automotive industry in terms of average engagement figures on Facebook in premium segment.
The Audi brand sold 22,005 sales units in 2016, growing its vehicle park by 17% year on year, and attaining 75% customer loyalty ratio as an exemplary figure across Europe while aftersales turnover rose by 14%.
Audi Aftersales Services left behind the other brands in the Authorized Aftersales Service Satisfaction Survey (DSS Service) conducted by Audi AG annually with the participation of Aftersales Service Managers and company owners (DSS Service), and confirmed its success by ranking first. This impressive result shows that communication and cooperation with business partners was maximized.