Cars are no longer a male dominion, there has been an increase in the number of women who describe themselves as passionate motorheads. Spinny, a full-stack used car platform, in its recent release shared that women comprised 26% of its customer base in 2024, an increase from 16% in 2023. By the end of March 2025, the company will have seen the figure double to 46%.
Luxury car brand Audi India is cognizant of this momentum and has observed an upswing in their sales. “For Audi India, women buyers account for 11% of their sales,” informs Balbir Singh Dhillon, Head of Audi India. He adds, “This is a reflection of the broader shift where women are independently making luxury vehicle purchase decisions, prioritising safety, technology and a premium driving experience. We’ve seen a strong preference for the SUV range.”
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Dhillon shares Audi India’s three-pronged strategy to cater to and grow women as a target buyer demographic. “Women in the luxury vehicle segment exhibit distinct customer behaviour that reflects their evolving preferences and lifestyle needs,” he adds.
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Models like Audi Q3, Q5, and Q7 have a strong movement amongst women due to the elevated driving position, ease of manoeuvrability, space and tech-forward interiors. Features such as all-wheel drive, advanced safety systems and connectivity solutions have furthered the cause for Audi SUVs for women. “There is a growing segment that appreciates the sporty elegance of Audi sedans,” says Dhillon. The Audi A4 and A6 have attracted a segment of women buyers who are looking for sophistication.
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For Audi India, this strengthens their commitment to enhancing product offerings, retail experience and engagement initiatives. Audi India’s flexible ownership and service solutions, innovative finance options and hassle-free after-sales services are some examples of catering to women luxury car buyers. “We are actively fostering a stronger connection with women through exclusive community engagement initiatives, curated driving experiences and networking forums that bring together professionals, entrepreneurs and automotive enthusiasts,” says Dhillon.
In the first quarter of the calendar year 2025, Audi India has announced a positive performance with 1,223 units retailed, which is a 17% increase in growth compared to Q1 2024. Key contributors to this growth include the continued popularity of models such as the Audi Q7 and Audi Q8. This performance builds on the momentum from last year in which Audi India celebrated the milestone of 100,000 cars on Indian roads. Audi Approved: Plus, the brand’s pre-owned car business has also seen a growth 23% in Q1 2025 compared to the same period in 2024. Operating across 26 facilities in major hubs nationwide, this segment remains a cornerstone of Audi India’s strategy to cater to the increasing appetite for certified pre-owned luxury vehicles.
