Audi takes aim at rivals

Audi USA has taken a swipe at its German arch-rivals Mercedes-Benz and BMW -- as well as North America’s leading luxury brand, Lexus – in a series of promotional videos for the upcoming A3 sedan.

Due on sale in Australia later this month priced from $39,800 plus on-road costs, Audi’s first A3 sedan hits US showrooms in April priced from $US29,900.

To whet the appetites of prospective American buyers and attempt to stop them buying competitor models from Merc, BMW and Lexus, Audi has released a series of promo videos dubbed ‘Luxury Car Abstinence’, ‘Buyer’s Remorse’, ‘Shame’ and ‘Lessons’.

In them, actors suggest people buy rival models like the Benz CLA, BMW 1 Series and Lexus IS because of “peer pressure, friends and unsolicited e-mails”.

“Luxury peer pressure is a real thing – don’t do it,” says one ad. “Don’t regret your first luxury car.”

“A lot of girls will play the field, drive anything that moves -- but not me,” says a young woman in another one of the videos, while an unidentified backlit male says: “It seemed like such a good offer at the time, but now I’m hiding here behind these venetian blinds.”

One man, pictured standing behind a CLA in one of the A3 ads, says “If this is my company car, this isn’t my company”, while another says “Dad always says to save yourself for something for meaningful, so I’m waiting.”

Audi’s all-new compact sedan is Ingolstadt’s response to the Mercedes-Benz CLA and BMW will also produce a sedan version of its next-generation 1 Series. However, Lexus is yet to offer a small premium sedan alongside its CT 200h hatchback.

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