First Scoop Shots of the New Audi A3 Sedan, will Compete Against the Mercedes-Benz CLA

After setting foot on the compact hatchback segment, Germany's premium car brands are now eyeing the sedan category, with Mercedes-Benz being the first to present its proposal in the form of the CLA sports saloon.

Even though Audi told us it would launch an A3-based sedan at the end of 2012, that never happened. Instead, we're now waiting for the premiere of the A3 Sedan to take place at a major international auto show in the coming months before it begins to arrive in showrooms at the end of the year or for some markets, in the first quarter of 2014.

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Premium Brands Move into Mass-Market Territory with US$30k Offerings

There are 75 million 30- to 40-year old consumers in the U.S. right now and, according to Mercedes-Benz USA head of marketing Bernie Glaser, “they have big expectations for products and brands”.

The problem for automakers like Mercedes, Audi and BMW is that these buyers are not able and/or willing to pay the US$40,000 sticker price attached to premium vehicles. Yet they want to have their cake and eat it, too – or, as Glaser puts it, demand “attractive styled cars and the right technology”.

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Compare 2012 BMW 1 Series vs. Audi A3 via photos

The 2012 BMW 1 Series will debut later this year and will face some fierce competition from Audi’s A3. It is important to be noted that the current generation A3 will be phased next year when the recently unveiled Audi A3 Concept will go into production.

F20 1 Series follows the recent instated BMW design language, and in this case, initial impressions seem to be less favorable.

Since styling and taste can be very subjective, we will let the photos speak for themselves and you can comment below.

Source: BMW Blog

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