Aussie input readies new Audi A3

AUDI Australia is cutting its own path through the introduction of the New Vehicle Efficiency Standard (NVES) with locally-developed models targeting value-conscious buyers.

The first is the Audi A3 which goes up a notch thanks to refreshed styling and a raft of included features.

Audi Australia senior product planning executive Esther Choi and head of product Matthew Dale told GoAuto the Aussie-inspired refresh is aimed at giving the A3 a sales advantage over competitors while boosting its value-for-money prospect.

“We saw an opportunity to give the A3 some extra appeal,” he said.

“It is the result of some extensive product research done with customers and dealers where we focussed on what they saw as being desirable in the model.

“Then we worked with Audi to develop the models.”

The refreshed A3 has just hit the showrooms but won’t have an official launch until April, held back primarily by the volume of new models being launched by Audi.

Audi’s model onslaught will continue through the year, with the Q4 followed by the Q6, then the A3 and other variants.

Mr Dale said paramount to Audi Australia was ensuring the A3 was priced right and that it fit the demands of segment buyers.

“The A3 is generally the first touch point to the Audi brand for buyers, so it’s an important model for us,” he said.

“It has to have visual appeal, a high level of equipment and represent value for money.

“Visually, the car looks completely different from the current car and has a substantial amount of customer value that we've put in that car.

“This is something that's absolutely paramount for this market: Make it look visually appealing but get that customer value into the car as well.”

Before the new A3 became reality, Mr Dale and senior product planning executive Esther Choi travelled around Australia as a team to get customer and dealer feedback.

“We asked: What’s the market? What are customers telling you they want?” said Ms Choi.

“There’s a lot of great products out there and a lot of great competitors, and hearing that feedback from our dealer network, our partners, as well as their customers was very important.

“So that’s what drove that change on a local basis.

“It’s just listening to what the customers are asking for, and then it was up to us to go and go away and negotiate that and put the package together.”

The Audi A3 is available now and features exterior changes including a new grille with new headlights, bigger air intakes, new bumper and the lift in standard cabin equipment, including a bigger 12.3-inch virtual cockpit screen and upgraded infotainment system.

Pricing will start from $57,800 plus on-road costs.