German luxury car maker Audi recently launched its new sedan A3 priced between Rs. 22.95 lakhs and Rs. 32.66 lakhs with an aim to stretch its leadership in the price sensitive Indian market targeting a new segment of self-driven young customers in urban environment besides tapping repeat buyers. Looking at those existing Audi customers with an appetite to own a second luxury car, A3 is expected to reap a 15 percent share of the total sales in India. The country’s luxury segment has been on a rise with the entry of the likes of Mercedes A and B Class, and BMW 1 Series. Audi A3 sedan will compete in this segment.
The Indian market is unique and buyers here are driven by value. Hence, they tend to choose cars that deliver better value. Ideally, the Audi A3 sedan would fit between the compact luxury hatchback and the entry luxury sedan segment. It is expected to join the compact SUV Q3, sedans A4 and A6 as the company’s growth drivers in India. The A3 is available in both petrol and diesel variants. Interestingly for Audi, India is the second market in Asia after China to claim the number one spot, having sold more than 90 per cent of their cars that were built locally at its Aurangabad plant. The company has 31 dealerships in India at present. Audi’s model range in India includes sedans A4, A6, Audi A7 Sportback, A8, along with sports utility vehicles Q3, Q5, Q7, and super sports car R8, R8 Spyder and the R8 V10, among others. The price range starts from 28.95 lakhs to 83.64 lakhs in India. Its presence in the Indian market is growing stronger by the day and has tremendous potential for further growth of the brand Audi.