2015 Audi A3 Stealing Customers From Toyota and Honda


  • 2015 Audi A3 Picture

    2015 Audi A3 Picture

    The 2015 Audi A3 is winning the coveted younger buyer. | July 01, 2014

Just the Facts:
  • The 2015 Audi A3 entry-luxury sedan is attracting younger buyers and stealing customers away from Toyota and Honda, according to Audi of America executives.
  • The A3 is in "tight supply" at U.S. dealerships.
  • Audi's entire U.S. dealer network will be offered the opportunity to sell the 2015 Audi A3 E-tron plug-in hybrid when it debuts in the second quarter of 2015.

HERNDON, Virginia — Even though the 2015 Audi A3 sedan has been on the market for just about six weeks, Audi of America executives paint a glowing picture of the car's reception by consumers.

About one-quarter of buyers are 30 years old or younger, many are financing versus leasing and the majority is coming out of Toyota and Honda cars, according to Audi executives who spoke during a media phone conference on Tuesday. A majority of buyers pick an A3 equipped with Quattro all-wheel drive.

"It is a younger demographic, move-up customers who are wowed by the fact it's an authentic Audi," said Mark Del Rosso, Audi of America chief operating officer.

The Audi A3 isn't stealing any of the sales from the larger Audi A4, said Del Rosso and Scott Keogh, Audi of America president.

The average transaction price for the A3 is $35,000-$36,000. The A3 starts at $30,795, including an $895 destination charge.

 Audi of America is selling about 2,100-2,200 A3s a month here at this point.

The A3 is in "tight supply" according to the Audi executives and at some U.S. dealerships there's a waiting list for the car.

Audi's entire U.S. dealer network will be offered the opportunity to sell the 2015 Audi A3 E-tron plug-in hybrid when it debuts in the second quarter of 2015. Dealers are expected to make some investment in terms of installing chargers in the service and customer-parking areas.

"We have a perfect demographic to make this car work — young, affluent," said Keogh. "They are looking for these types of things."

Pricing has not been announced on the A3 E-tron and the executives would not offer a ballpark estimate.

Audi reported June 2014 sales of 16,867 vehicles, a 23.1 percent improvement that stands as the brand's 42nd consecutive month of record monthly sales.

Edmunds says: The 2015 Audi A3 is proving to be a hit with consumers. Audi execs say it may take as much as 30 days for buyers to get their hands on one, especially if they want certain items on the car.

Comments

  • cygnus_x1 cygnus_x1 Posts:

    When they find out how unreliable Audis are, they'll eventually go back to their Toyotas and Hondas. I know I did.

  • kyfdx kyfdx Posts:

    2000 cars a month is a rounding error, compared to Camry and Accord sales. Great for Audi, but the A3 is just a gnat buzzing around a Honda dealer's head. The difference in lease pricing is probably $200/mo.

  • waygrabow waygrabow Posts:

    We are very happy with our 2009 A4 which replaced a 2003 A4. My only complaint is that I have to add oil at 8,000 miles before the scheduled 10,000 mile oil changes. After reading about the A3, we will probably stick with an A4 when we buy again.

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