Audi Launches Assured Buyback Programme In India; Rivals Step Up Premium Ownership Offers

Audi India has introduced a new Assured Buyback Programme through its dealer partners, aimed at giving customers peace of mind on the future value of their cars. The scheme promises up to 60 per cent assured value after 3 years or 45,000 km, and 50 per cent after 4 years or 60,000 km, covering six models — Audi A4, Q3, Q3 Sportback, A6, Q5, and Q7.

Balbir Singh Dhillon, Head of Audi India, said the initiative was designed to “enhance accessibility to luxury mobility” by combining guaranteed resale value with low-EMI balloon finance options. The programme is expected to attract festive season buyers who often hesitate due to depreciation concerns.

How rivals stack up

While Audi’s buyback scheme is a step towards simplifying ownership, competition in India’s luxury car market is intensifying.

Mercedes-Benz already offers a flexible Star Agility+ finance programme, giving customers guaranteed buyback and multiple end-of-tenure options, including upgrading to a new Mercedes. Additionally, Mercedes has the widest luxury EV portfolio in India, appealing to sustainability-focused buyers.

BMW provides its 360° finance plan, which ensures predictable resale values along with options to refinance, return, or upgrade. BMW also benefits from strong after-sales packages and aggressive EV plans with the iX, i4, and i7, strengthening its premium electric line-up.

Volvo Cars positions itself differently with a subscription-based ownership model in select markets, coupled with its push for all-electric offerings like the XC40 Recharge and C40 Recharge. Instead of focusing heavily on buyback, Volvo appeals to customers seeking hassle-free, green mobility.

Lexus, Toyota’s luxury arm, recently launched its Smart Ownership Program in India, which includes assured buyback, flexible tenure, and lower EMIs, directly competing with Audi’s offering. The plan is targeted at buyers looking for Japanese reliability coupled with luxury, and ensures ease of upgrade to newer Lexus models