New Audi A3 Sportback lands in Oz

The new third-generation Audi A3 has arrived in Australia, lighter and more advanced but also more affordable. Priced from $35,600 for the Sportback five-door, it represents a discount of $5600 compared to the previous A3.

In a departure for the brand, the five-door will be the sole A3 hatch offered Down Under. The A3 sedan and five-door S3 hatch will join the Audi small car range in due course.

Despite the price drop and feature boost (S tronic twin clutch automatic transmissions, dual-zone climate control, leather seats and retractable colour screens are standard on all models) Audi's small prestige car has its work cut out for it.

Mercedes-Benz new premium small car entrant, the A-Class -- also priced from $35,600 -- is selling so fast there's a waiting list for the car. Though the current Audi A3 Sportback is being run out by dealers, in 2013 it sold 360 vehicles to the end of April, less than half what the A-Class is doing (745 units).

However Audi Australia's new managing director, Andrew Doyle, says the new A3 Sportback will reclaim pole position in the market segment it pioneered in 1996 with the first generation A3 thanks to improved value, new looks and new technology.

"With the all-new Audi A3, we will lead the segment once again," Doyle stated.

"Certainly A-Class has been on sale more months than us, it's had a head start, but we've already got a good order bank, we've got good interest from existing customers, and I think with our communication campaign we'll get a lot of customers coming across," Doyle added.

The Audi Australia boss highlighted his company's $5 million A3 advertising blitz as a key part of the cars sales drive, and he also took an indirect jab at the A-Class's supply problems: "We've got good supply of the A3".

Based on the Volkswagen Group's new MQB architecture, the new Audi A3 shares its underpinnings with the Volkswagen Golf and shows off a restrained new look that evolves rather than reinvents the car's style. Audi says the all-new A3's appearance showcases "precise and expressive" styling.

Four models are offered in Australia, a pair of turbo-diesels and turbo-petrols, split into two trim grades, the entry level Attraction and top spec Ambition models:

Attraction
A3 Sportback 1.4 TFSI S tronic $35,600
A3 Sportback 1.6 TDI S tronic $36,500

Ambition
A3 Sportback 1.8 TFSI S tronic $42,500
A3 Sportback 2.0 TDI S tronic $42,500

All models are packaged with seven-speed dual-clutch automatic S tronic transmissions with steering wheel paddle shifters, except the 2.0 TDI model, which gets a six-speed S tronic.

Entry-level Attraction models get leather-appointed upholstery, dual-zone climate control, rear parking sensors, automatic headlights and wipers plus Bluetooth audio and phone streaming as standard, on top of regular stuff like electric windows and mirrors. The Audi Music Interface and MMI infotainment system with a new input layout are part of the package, hooked up to an electrically retractable 5.8-inch colour display and eight-speaker CD and SD card compatible stereo, while 16-inch alloys are standard too.

Move to the Ambition models and you get more eye candy, such as larger 17-inch alloy wheels, front fog lights, plus door sill, window and interior aluminium accents. Sports seats are added (also leather-appointed) as is a sports steering wheel, along with Audi Drive Select which adjusts the cars steering and engine response. The trip computer is also upgrade to a high-resolution unit.

Standard safety equipment includes seven airbags, stability control and anti-lock brakes.

The entry-level Audi A3 1.4 TFSI turbo-petrol model is powered by a 1.4-litre four-cylinder engine that produces 90kW/200Nm. It accelerates from 0-100km/h in 9.4 seconds and thanks to an 85kg weight saving and has a claimed fuel consumption of just 5.0L/100km while emitting 116 grams of CO2 per kilometre.

The 1.8-litre turbo-petrol model will be the most popular variant says Audi, a 132kW/250Nm power pump that accelerates the A3 from 0-100km/h in 7.3 seconds. It uses 5.6L/100km and emits CO2 of 130g/km.

Audi reckons roughly eight out of 10 buyers will choose petrol power, but it insists the diesel A3 models have their place, with the frugal 77kW/250Nm 1.6-litre turbo-diesel sipping fuel at a hybrid-like rate of 3.9L/100km, and CO2 output of 102g/100km.

The 2.0-litre turbo-diesel engine produces 110kW/320Nm and has fuel consumption and CO2 figures of 4.5L/100km and 119g/100km.

In 2011 the Audi A3 sold 1565 units in Australia for 14.6 per cent market share of the premium small car market, which shrunk to 10.1% (1108 units) in 2012 and in 2013 that figure sits at 7.4% (360 units).

Despite the sliding sales, Audi Australia's MD reckons the A3 Sportback will be a big seller for the brand, and a crucial vehicle in the importer's strategy to dethrone BMW and Benz to become Australia's best-selling luxury brand.

"The all-new A3 range will be a key sales driver for Audi as we head toward our goal of becoming the number one premium brand in Australia."

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