Mumbai, August 5, 2025 — In a strategic leadership move, Škoda Auto Volkswagen India (SAVW India) has appointed Mr. Nipun Mahajan as Head of Sales & Network for Audi India, effective August 1, 2025. Reporting to Brand Director Balbir Singh Dhillon, Mahajan steps into a pivotal role during a challenging phase for the luxury automaker in India, Autocar Professional.
Mr. Mahajan brings nearly three decades of automotive expertise, spanning global and Indian markets. His most recent posting was with Stellantis Malaysia, where he oversaw sales and marketing operations across ASEAN nations. Before that, he held senior roles at Fiat Chrysler Automobiles (FCA) India, Harley‑Davidson India, Honda, Volkswagen, and Porsche.
Why the Timing Matters
Audi India has been under pressure. Retail volumes dropped significantly—from 7,931 units in 2023 to 5,816 in 2024, a decline of 26.6%, followed by a further 14% year‑on‑year drop to 2,128 units in the first half of 2025. Prolonged supply chain constraints and fierce competition from Mercedes‑Benz and BMW have dampened momentum.
Luxury car volumes in India crossed 50,000 mark for the first time in 2024 and is projected to exceed 50,000 units annually. Audi’s declining share signals an urgent need for revitalisation. Mahajan’s appointment is clearly aimed at arresting the slide and positioning the brand for a strong comeback.
Network & Retail Reinvigoration
Mr. Mahajan arrives with a clear mandate: revamp Audi’s retail network across India. He is tasked with strengthening dealer relationships, optimizing regional sales performance, and preparing the ecosystem for accelerated EV adoption and digital retail transformation.
His proven experience in dealer restructuring, regional growth planning, and omni‑channel customer engagement strategies aligns with Audi’s broader shift toward electrification and tech‑led retail evolution.
Deep and Diverse Track Record
Mr. Mahajan’s previous leadership milestones underscore his suitability:
- At Stellantis ASEAN, he managed a multi‑market commercial strategy, adapting to diverse consumer behaviors and regulatory environments.
- With FCA India, he led sales, service, and planning efforts during Jeep’s entry into the Indian market, introducing multi‑brand dealership formats and retail innovation.
- At Harley‑Davidson India, he headed sales and service operations, refining luxury two‑wheeler customer experience standards.
His cross‑functional insights—combining engineering, marketing, finance, and after‑sales —bring a holistic outlook essential for turning around a heritage luxury brand in transition.
Challenges Ahead
Audi India’s path to recovery will require more than incremental tweaks:
- Addressing inventory constraints and supply disruptions that have hurt customer satisfaction.
- Rebuilding market appeal with compelling new launches—especially EVs—to match rival investments.
- Revitalizing customer experience, including digital retail tools and brand‑level engagement, to stay relevant in an increasingly competitive landscape.
- Leveraging EV infrastructure readiness, aligning sales strategy with India’s evolving electrification push.
Mr. Mahajan’s prior exposure to both luxury combustion and EV segments positions him suitably for this multifaceted transformation.
What Lies Next
Under Mr. Mahajan and Mr. Dhillon’s leadership, Audi India is expected to roll out dealer restructuring programs, refine sales territories, and expand the Audi Select / re‑defined retail formats that blend digital engagement with personalized showroom experiences. Viewing India as a growth engine again, Audi aims to leverage Mr. Mahajan’s strengths in execution and network excellence to rebuild lost ground.
If executed effectively, this leadership change could mark the beginning of a strategic revival, realigning Audi India to an electrified, digitally savvy, and customer‑centric future.
In Summary
- Mr. Nipun Mahajan assumed charge as Audi India’s Head of Sales & Network on August 1, 2025.
- His appointment comes amid a declining luxury sales trend, with stagnant numbers and market share loss.
- Mr. Mahajan is expected to lead dealer optimisation, customer‑centric retail innovation, and EV readiness.
- With nearly 30 years of leadership across brands including FCA, Harley‑Davidson, and Stellantis, he brings broad-based expertise and transformation experience.
Audi India’s next chapters will unfold as Mr. Mahajan maps retail reinvention, network strategy, and electrification, bearing heavily on whether the automaker can recapture lost momentum in a highly competitive luxury segment.