Audi A3: A perspective on pricing

The Rs 22.95 lakh starting price for Audi’s hot new sedan, the A3, is quite startling. But, is this price anything more than a “hook price”, a way to get buyers streaming into showrooms? And does the top-end variant of the A3 make sense as it nearly overlaps into A4 territory? We take a close look at the A3’s variants to see whether it is really as appealing as it seems at first glance. 

 

Firstly, the A3’s 35TDI Attraction variant is the “cheapest” Audi on sale today. It is Rs 2.4 lakh cheaper than the manual Q3 S! Like the Q3 S, the base A3 does without Xenon headlamps, wears 16-inch alloy wheels instead of the 17-inch wheels of the more expensive variants and has a manual air conditioning system. 

 

However, look at the features list and it is clear that the Attraction variant sits a rung below the Q3 S and a couple of rungs below the Premium variant. For instance, unlike the Q3 S, the A3 does without rain or light sensors. Often demanded although barely used, the cruise control has also been taken off this variant. The exterior mirrors are only electrically adjustable and miss out on powered folding or heating features. And one of the biggest laments for prospective customers is sure to be the fabric upholstery on this variant. 

 

The A3 35TDI Attraction, like the Q3 S, is a front-wheel drive and sports the same 2.0-litre diesel motor albeit with a bit more power, 141bhp to the Q3 S’ 138bhp. The notable difference here is that the A3 is equipped with a six-speed dual-clutch automatic gearbox instead of a manual. So the A3 35TDI Attraction will feel poorly equipped for a premium sedan but will offer the boon of hassle-free yet engaging motoring at an incredibly appealing price tag. 

 

At the other end of the A3’s price spectrum sits the A3 35TDI Technology variant. Priced at Rs 32.66 lakh, the variant slots in just under the A4 2.0 TDI Premium variant and yet boasts a few extras. For instance, the A3 wears 17-inch alloy wheels to the A4 Premium’s 16-inchers. The seats also come wrapped in Audi’s top-of-the-line Milano leather upholstery while the A4 Premium is only partly wrapped in leather upholstery. Most important though is that the A3 has the six-speed twin-clutch S Tronic gearbox to the A4’s Multitronic or CVT gearbox. 

 

Despite its advantages, even the top-of-the-line Technology variant’s equipment list has omissions which are standard on the A4 range. For starters, memory function isn’t available for the mirrors or the powered seats and the panoramic sunroof on the A3 is optional. The biggest disappointment for some might be that Audi’s Drive Select system isn’t available on the A3. However, from our test drive, it is abundantly clear that even without the Drive Select, the A3 can be comfortable or frisky when you desire it. 

 

The A3 might be the smallest Audi sedan, but the strong mechanical package backed with the smart pricing puts it right at the top of the burgeoning entry luxury heap. As of now, the A3 has to contend with the hatches from Mercedes which start at Rs 25.64 lakh for the A 180 CDI going up to Rs 28.31 lakh for the B 180 CDI Camera Edition. BMW’s 118d is available from Rs 25.6 lakh for the Prestige variant while the Sports Plus trim retails for Rs 32.5 lakh. Pouring over spec sheets shows that the A3 isn’t necessarily the best equipped when compared with similarly priced variants of the Mercedes and BMW hatches. However, the Audi’s combination of driving dynamics, comfort and luxury packaged into a sedan body style gives it an edge over its two-box competitors. Even the A3’s direct rival, the Mercedes’ CLA when it arrives in India late 2014 or early 2015, will have its work cut out for it.