Audi plans to kick off sales of the new A3 early next month with events at every dealership in the U.S. and Scott Keogh, president of Audi of America, says he is looking forward to the upcoming duel with Mercedes-Benz for buyers looking for a luxury car starting a shade under $30,000.
There’s little doubt the market is interested considering the rousing demand for the 2014 Mercedes-Benz CLA since its introduction last autumn. In fact, Daimler AG chief executive officer Dieter Zetsche recently said the Mercedes biggest challenge right now is getting more cars to sell since demand is so strong. And Audi’s rival says about 80% of CLA customers are new to the Mercedes brand.
But Audi thinks it can fight back with the next-generation A3 which made its debut in Europe last year but is only now coming to the States in sedan form. And much as the CLA has lifted the fortunes of Mercedes, which last year became the luxury market’s top-seller in the U.S., Audi hopes it can lift itself out of its distant third-place status, a seemingly realistic goal considering it became the world’s best-selling luxury brand for the first two months of 2014, nudging aside BMW.