Audi India has announced the appointment of Nipun Mahajan as its new Head of Sales & Network, effective August 1, 2025, marking a significant leadership move at a time when the brand faces stiff headwinds in the luxury car segment. Reporting directly to Balbir Singh Dhillon, Brand Director of Audi India, Mahajan will oversee sales operations and dealer development across the country.
With nearly 30 years in the automotive industry, Mahajan brings a wealth of experience spanning some of the world’s most prestigious brands. His most recent role was as ASEAN Regional Sales & Marketing Director at Stellantis Malaysia, where he managed sales strategies for Jeep, RAM, Peugeot, and Citroën across Southeast Asia. Before that, he held senior leadership roles at Fiat Chrysler, Harley-Davidson, Honda Cars, Volkswagen, and Porsche, building a reputation for driving retail growth and strengthening dealer networks.
The timing of Mahajan’s appointment is critical. After a promising recovery in 2023, Audi India witnessed a sharp decline in sales in 2024, with volumes slipping 26.6% year-on-year to 5,816 units. The first half of 2025 has continued the downward trend, showing a further 14% drop in sales compared to the same period last year. While the broader luxury car market in India is expected to cross 50,000 annual units, Audi has steadily lost ground to rivals Mercedes-Benz and BMW, both of which continue to expand aggressively in India.
For Audi, the challenge is two-fold: reigniting consumer interest in its petrol and diesel line-up while simultaneously pushing forward with its electric vehicle (EV) strategy. Industry watchers believe Mahajan’s expertise in regional market transformation will be crucial as Audi India navigates this shift.
Mahajan’s immediate priorities will likely include strengthening dealer relationships, revamping retail experiences, and leveraging digital platforms to reach younger, tech-savvy luxury buyers. His background in retail transformation positions him well to introduce fresh strategies, whether through exclusive ownership experiences, after-sales innovation, or new digital-first sales models.
“Audi India is at a crossroads,” an industry analyst observed. “The market is growing, but competition is fierce. Mahajan’s mandate is not just to boost numbers—it’s to restore Audi’s aspirational edge in India.”
As the luxury car market in India accelerates, Nipun Mahajan’s appointment signals Audi’s intent to reclaim lost ground. With decades of global experience behind him, he now steps into one of his most challenging assignments yet: steering Audi India back into the fast lane.