Joe King, head of Audi India, tells you how to buy your first luxury car

There’s nobody better than Audi India head Joe King to tell you exactly how and why you should be buying a luxury car. Here, on The Luxe Café, he does exactly that

On the eve of the launch of the A3, a stunning automobile placed between the compact luxury hatchback and an entry-level luxury sedan, German carmaker Audi’s India head Joe King talks about what’s necessary to look at before buying your first luxury car. In this beautiful film, exclusively produced for The Luxe Café, Joe bares his heart about Audi, the luxury automobile brand that is taking the country by storm. In between lovely shots of some of the carmaker’s iconic cars, King, the quintessential Australian who jumped at the opportunity to come to this country to lead his employer’s operations, emphasizes the importance of catering to customers in smaller cities and towns. In hindsight, he seems to be reiterating our belief that luxury cannot be bound within the walls of traditional notions. It’s too beautiful to be put into a corner, facing the wall. Like one of the outstanding automobiles captured in the film above, luxury is about passion and excellence. Perfection, on the other hand, lies in the eyes of the beholder. So, go ahead, click play, and  judge for yourself.