INTERVIEW
Technology set to push aside old models and large dealerships
Mark Smyth spoke with the new head of Audi South Africa, Trevor Hill about changes in the industry
Taking charge of any premium brand at the moment is a challenge. The premium market is down 18%, in part because, like other segments, people are choosing to hold on to their vehicles for longer. Audi SA has suffered as a result but according to its new boss, Trevor Hill, the company is still managing to hold a 20% market share. As a South African, Hill says he has always wanted to run the local operation, but until now he has not had the opportunity. In recent years he has been posted all over the world, but his placement back in SA is appropriate given that he regards himself as something of a troubleshooter. One of the first things Hill is implementing is rather controversial though. Mercedes was heavily criticised for its decision to stop reporting its individual model sales figures, leading earlier in 2017 to BMW taking the same decision in protest at its German rival. Now Audi will do the same thing from this month. It certainly makes analysis of the market far more difficult ...
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