Dubai: Audi and Volkswagen’s Middle East operations are looking to put as much distance between itself and the problems that have been roiling the Volkswagen Group at home. A newly created management structure is now in place at Audi Volkswagen Middle East, headed by Benoit Tiers.
A senior spokesperson for Audi stated that none of the ongoing recall programme will extend to “current models sold through our dealer network in the region.”
“The recall models all feature diesel engines and that’s not something we sell here. But we cannot categorically rule out the presence of a model that might have been brought in by an individual owner, however remote that prospect might be,” the spokesperson added.
Just over 2 million Audi models will be recalled worldwide (72 per cent being in Western Europe) as part of the current Volkswagen Group-wide recall. VW models make up 11 million. It’s been a fortnight since the issue of software on VW models that gives off lower emission readings in controlled tests hit global headlines and resulted in a major shake-up of the Group’s top management.
“The senior management in the region has been in regular touch with our dealer partners about what’s been happening at the Group. The Volkswagen Group itself has clarified its position in relation to what happened, and had issued an apology. The Middle East operations do not have anything to add on top of that — moreover the matter of diesel engines is not a regional issue.
“We don’t see the need to change any of the messaging related to our models in these markets.”
For Audi, there is another chance to get the talking to be done about its models, and in particular that of its volume driver in these markets, the all-new Q7 crossover. Deliveries are starting this month of the model which made up 19 per cent of its 2014 regional sales of just over 11,000 units. The overall growth in the year 2014 was 4.5 per cent. Prices could be well upwards of Dh305,000. The other two Qs, the 3 and 5, have been just as active in putting together favourable numbers.
“There is huge potential for growth for the Audi and Volkswagen brands in the Middle East,” said Benoit Tiers, who was formally appointed to the role in June.
Enrico Atanasio, who was based in Saudi Arabia, took over as regional head of Audi on Thursday.
Atanasio and his counterpart at VW, Thomas Milz will report to Tiers.
“By putting this new structure in place, with a clear focus, I am confident that our dealers and customers for both brands will have a benchmark service in the future,” said Tiers.
