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Audi set to drive most ‘affordable’ luxe car into India

autos Updated: Aug 13, 2014 10:37 IST
Sumant Banerji
The Audi A3 hatchback


After launching India’s most affordable luxury sedan A3 last week, German luxury car maker Audi is all set to up the ante on its rivals further with the A3 small car next year.

Expected to be priced at a shade under 20 lakh, the compact car would displace BMW 1 series hatch back as the most affordable luxury car in India.

The three main luxury car makers — Audi, Mercedes and BMW — are locked in a tight battle for supremacy in India and are increasingly lowering the price bar to lure young value conscious buyers in India. Last year, Mercedes launched its entrylevel small car, A class, at 21.93 lakh while BMW had followed it up with its 1 series hatchback at 20.90 lakh. These prices have since been increased.

Audi would, however, first launch a convertible cabriolet version of the A3.

Expected to be priced below Rs. 50 lakh, it would be one of the most expensive body types of the A3 model range, but still remain one of the most affordable convertibles in the country.

“We will follow up the launch of the A3 sedan with a cabriolet version by the end of this year,” said Joe King, head , Audi India. “It will help in establishing the brand here to young enthusiastic customers.”

Competitors are not sitting idle either. Mercedes will launch a new compact sedan CLA at a starting price of below Rs. 30 lakh by the end of this year.

It is the A3 hatchback, however, with its low price, that may alter the dynamics of the luxury car market.