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Home / Business

Quick call from Audi's speedy boss

By Liz Dobson
NZ Herald·
22 Jul, 2011 05:30 PM5 mins to read

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The Giltrap Group's Audi Terminal is one of only 140 in the world, and Audi's Andreas Schmid (left - with Audi NZ general manager Dane Fisher) dropped in for the opening. Photo / Supplied

The Giltrap Group's Audi Terminal is one of only 140 in the world, and Audi's Andreas Schmid (left - with Audi NZ general manager Dane Fisher) dropped in for the opening. Photo / Supplied

He's Audi's sales manager for Australasia and works from the company's HQ in Ingolstadt, Germany. So you'd think Andreas Schmid would have one of the brand's luxury vehicles as his company car.

An A7 maybe? Or even an R8? No, this affable German's work vehicle is an Audi A4 Avant wagon with a 2-litre TFSI petrol engine.

There's a sensible explanation for his choice in cars, though.

"I have to be prudent because I lost my driver's licence too often," he laughs. "I worked in France for five years and my family was in Germany, so every weekend I'd have to drive 1600km to visit them."

And that involved clocking up a few speeding fines.

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But don't despair, motocross enthusiast Schmid has ordered his "perfect car" - an A5 Sportback with a 3-litre TDi diesel engine.

Why the A5?

"It's a very nice car with a luxurious design with a lot of space, and the motor is fantastic," he explains.

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After starting his career with Audi in 1995, Schmid was involved in sales in Eastern European countries before moving to Italy and then focusing on marketing in Austria and Switzerland.

In 2006, Schmid moved to Audi's national sales company in Villers Cotterets, near Paris, where he was involved in product marketing and planning.

But at the start of this year he changed roles to become sales manager for Australia and New Zealand. That meant a move back to his family in Ingolstadt and giving up those torturous and licence-endangering commutes.

It's Schmid's second visit to New Zealand since taking on the role and he was in Auckland for the opening of the Giltrap Group's Audi Terminal, a luxury dealership that is one of only 140 in the world.

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With its two-storey aluminium facade and curved interior, the terminal adds a lot of bling to the car yards on Great North Rd in Grey Lynn.

"The terminal is a sign that the Giltrap Group has trust in the future of the brand and we are very happy about this," says Schmid.

"It is also a statement from Giltrap to New Zealand that Audi is an innovative and progressive brand and the terminal is a progressive building, so it fits very well."

New Zealand is an important and successful market for Audi AG. Since 2007, Audis have outsold their luxury counterparts and this year looks to be record one with new sales predicted to be around 1300 units.

"I think our product portfolio works very well together with the needs here in New Zealand," says Schmid.

"New Zealanders are very sports orientated so I think our products fit well with all these interests.

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"Naturally we have a good importer [Giltrap] and dealer network, and that helps to gain this record."

The Asia-Pacific region is also an important sales area for the German manufacturer, China leading the way with sales internationally this year.

"Last year, the German sales were 229,000, while China was 227,000 but already half way through the year China is at 141,000 units sold," says Schmid. "So the Chinese market is exploding while Germany is only 125,000."

Overall, the company is expecting sales this year to be a record 1.3 million internationally.

To take over from the likes of fellow luxury marques BMW and Mercedes-Benz, Audi turned its focus to Asia-Pacific several years ago - and that move is now paying off.

"With our innovative products we fit well with these emerging markets in the Asian group, because we sell our premium character together with innovation products and that's what people are asking for," explains Schmid.

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So with the company at such a high in Asia-Pacific, what are the plans to keep hold of sales?

"We will carry on with the same style [with defined lines and character] that we decided a few years ago, but we will have a slight change in design," says Schmid.

Audi is also focusing on full and plug-in hybrids, and Audi will be looking towards small SUVs and "sporty and performance" to maintain sales.

Those "sporty and performance" products are big sellers here, says Audi New Zealand's general manager, Dane Fisher, who is sitting in on the interview with Schmid.

The Audi RS3 arrives in October and all 30 vehicles have already sold.

"We are the only market in the Asia-Pacific that are getting them, not even Australia's getting it," says Fisher.

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While we New Zealanders love our sports cars, in the important market of China it's luxury that counts, so the A6 long wheel base is a huge seller. The vehicle is made in China only for the local market.

"The percentage of A6 and A8 cars sold in China is fabulous," says Schmid.

Smaller models - such as the A3, A4 and A5 - are imported, so Audi has tax and custom constraints.

In the meantime, Schmid must prepare for the terminal launch before returning to Ingolstadt.

With a couple more work visits planned here for the rest of the year, Schmid says he's likely to see more of New Zealand and hopefully come on holiday here, especially as we have such impressive motocross tracks.

But before he hits our roads, Audi NZ had better warn him about our speed cameras - he wouldn't want to lose his licence, again.

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