Audi A3 Sportback – the updated premium pioneer
24 July 2020
The Audi A3 was the premium pioneer in the lower-medium segment and has been a popular choice since it launched back in 1996. The latest iteration has an improved, sporty exterior design, with an attractive and unique light signature, but the styling changes are subtle so it is instantly recognisable as the new A3. Interior changes bring the car up to date, with a fully digital cockpit and centrally-mounted touchscreen.
The A3 already has a strong following and the optional roof rails give the Sportback a slight CUV appearance, which may attract some customers. A wide array of powertrains are available, including diesel, petrol and mild-hybrid variants, and a plug-in hybrid will be available in the future. Currently, there are no petrol or diesel engines with more than 150hp.
The new Sportback has competitive list prices compared to premium rivals and its predecessor has relatively stable residual values, even in its runout phase. The challenge is to maintain healthy sales volumes, especially compared to premium rivals, without harming residual values through short-term business sales and/or discounting.
The A3 also needs to strike a balance between the popular BMW 1-Series and Mercedes-Benz A-Class premium models, while also being competitive with the new Golf VIII, which features a compelling interior design.
Click here or on the image below to read Autovista Group’s benchmarking of the Audi A3 Sportback in France, Germany, Italy, Spain and the UK.
We present new prices, forecast residual values and SWOT (strengths, weaknesses, opportunities and threats) analysis.