In an ongoing series of interviews aimed at offering local automotive brands an opportunity to check in with South Africa, we sat down with the head of Marketing, Product and PR at Audi South Africa, Tarryn Knight.
Looking for your next new or used Audi? Find it here with CARmag!
The most obvious place to begin our conversation with Tarryn Knight, the head of marketing, product and PR for Audi South Africa is the feature in the May issue of CAR Magazine. A collection of Quattro models spanning more than four decades and, significantly, three of them with station wagon profiles, the Avant designation that is now synonymous with fast Audis.
Related: Classic Drive: Audi Assault – Four Generations of RS
“South Africans love their Audi RS models,” says Knight. “Regularly featuring on the global top 10 list for the percentage of RS models sold compared with standard offering is the reason, for example, that our market has received an allocation of the recently announced limited edition RS 6 Avant GT. We may only be receiving one car out of the 660 that will be built, but rest assured my phone has lit up with requests for this unit from markets that weren’t considered for an allocation.”
From the first Quattro model that reshaped the Group B Rally stage in the ‘80s to LED lighting and TDI technology innovations at Le Mans, motorsport has played a significant role in the evolution of the Audi brand. The slogan Vorsprung durch Technik (progress through technology) continues to ring true as Knight is quick to point out that both the brand’s landmark recent Dakar victory and its forthcoming entry into an altogether more sustainable Formula One series, from 2026, are proof of Audi’s desire to showcase and prove new technologies.
On e-tron
“As a brand, we’ve demonstrated that we are ready and extremely capable of leading the way in terms of the burgeoning premium EV segment,” says Knight. While the next-generation Q4 e-tron has been pencilled in as a potential future “entry-level” all-electric Audi, vehicles like the recently announced Q6 e-tron (see page 22) are already confirmed for our market.”
To date, Audi has invested more than R50 million into charging infrastructure and creating an EV ecosystem in South Africa.
“We aren’t alone in feeling disappointed that more incentives and a touted adjustment in legislation and taxation on imported electric vehicles weren’t announced in the most recent budget speech. We remain positive that this type of thinking around new energy vehicles will remain front of mind, though, as our market looks to keep pace with global trends,” confirms Knight. “For me, EVs are more than simply tools with which to lower CO2 levels, they also offer an exciting opportunity in terms of connectivity services and, of course, performance.”
On ICE
2024 is shaping up to be a busy year for Audi South Africa as it looks to refresh its entire current line-up of internal combustion engine offerings. This includes model updates and the introduction of TDI to its current best-selling product line, the Q3 and Q3 Sportback (the latter regularly outselling its SUV sibling).
Related: Audi Q3 Urban Edition – Pricing and Spec
Featuring respective cosmetic and convenience upgrades as standard fitment, new Black- and Urban Edition deals on many of its models have been introduced as a means of offering South African consumers even better value for money and increased convenience when specifying their new vehicles. Already available on the A4 range, customers have the option of Black Edition versions of the Q2 (with a new infotainment system coming to this product later this year), and Q3 ranges, as well as Q2 Urban Edition and A3 Urban Edition variants. Black Edition versions of the A5 and Q5 ranges will follow.
“The process of creating this special-edition collection began with understanding which styling details and comfort features our Audi customers seek most. This resulted in the Black and Urban Editions. While our vehicles are an important part of what Audi customers desire, it was also important to us to ensure that the financial offers around these vehicles provide as much value for our customers as the vehicles themselves. That’s where the specially crafted Audi Assured offers for these models are compelling,” confirms Knight.
Audi Financial Services is offering special finance options on these new models, enhancing their value proposition. Through Audi Assured, the guaranteed future value of these special-edition models is established at the beginning of the contract term, giving buyers peace of mind knowing in advance the value of their chosen at the end of the contract term. Audi Financial Services also offers insurance options tailored to customers’ specific requirements.
The facelifted A3 will also be introduced towards the end of 2024, its S3 and RS 3 cousins arriving in 2025.
A Curated Audi Collection
Already launched, the marketing campaign for Audi South Africa’s so-called “Curated Collection” of special-edition products has been created using latest artificial intelligence software. “By integrating AI into this campaign, Audi reinforces its position as a pioneer of progress, showcasing a commitment to cutting-edge technology that extends beyond its vehicles. Through this initiative, we’re looking to engage with consumers on a deeper level, inviting them to explore a world where innovation meets inspiration.”
Find the full article in the May 2024 issue of CAR Magazine.
Looking for your next new or used vehicle? Find it here with CARmag!
