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November 7, 2006

GERMANY: Audi to halve service outlets in Germany

Audi is halving the number of service outlets in Germany as part of a marketing strategy, which looks forward to 2015.

Audi is halving the number of service outlets in Germany as part of a marketing strategy, which looks forward to 2015.

The strategy entitled “Marketing strategy 2015,” aims to increase Audi volumes, financial performance, customer satisfaction and brand image. To do this there will be more sales and service outlets that are exclusive to the brand, reports Automobilwoche.

Audi currently has 2,100 sales and service outlets, of which 700 are dealerships and 1,400 offer only servicing. The total number of outlets will be reduced to a maximum of 1,400, of which 700 will be dealers offering sales and service exclusively for Audi. 700 of the 1400 service-only outlets will be closed.

Audi’s service network is reportedly larger than that of rivals, BMW and Mercedes-Benz, and the new structure should allow unprofitable workshops to be closed. Workshops servicing just six cars a day are considered to be unprofitable.

Of the 700 Audi dealerships around 80% currently sell Audis exclusively.

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