Audi goes for tech-savvy young buyers with “simple” A3

Article by Christian Andrei, on March 17, 2014

Audi AG is known for offering models that is made of rich materials or having voluptuous curves. But to attract young luxury buyers who are usually attracted by the latest in technology, Audi has to make a few compromises A3 sedan, which is the carmaker’s smallest and cheapest car in its lineup in the United States.

Priced at just around $30,000, the A3 is powered by either a standard 1.8-liter or 2-liter engines, which while providing enough output, is not as powerful as other Audi sedans or the Mercedes-Benz CLA. Likewise, the design philosophy of the A3 seems to divert from the usual, as it is understated, Bauhaus minimalism.

Audi is hoping that the A3’s telematics system will set it apart from BMW and Mercedes-Benz. It is underpinned by Volkswagen Group's modular architecture for cars with transverse-mounted engines, which also underpins the redesigned Volkswagen Golf.

Later A3 variants will include a five-door hatchback with a plug-in hybrid powertrain (2015) and a cabriolet (fall 2014). Customers could avail of front-wheel drive in the base model or all-wheel drive in the higher trims.

The sedan could be availed with a diesel and a high-output gasoline engine this fall. The first sedans will arrive at dealerships in the US this month.

Topics: audi, audi a3

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