The impending launch of BMW's 1-series is being taken seriously in Audi headquarters in Ingolstadt, less than an hour's drive from BMW's Munich base. BMW, after all, has singled out Audi's A3 as one of the main rivals of the 1-series. Andrew Hamilton reports.
Audi's response is the A3 Sportback which it says combines the sportiness of a coupé with hatchback flexibility. Essentially, it's an elaborate makeover of the A3 in five-door form: the three-door continues unchanged. A3 Sportback makes its Irish debut in mid-September, about the same time as 1-series.
There's lots of gushing hype: the A3 Sportback, we're told, makes the journey more important that getting there. Audi chief Martin Winterkorn doesn't mention the 1-series by name but, if he did, he'd say there's no contest.
The engines start with a four-cylinder 1.6 litre petrol with 102bhp extending to a 250bhp 3.2 litre six-cylinder that has its top speed reined in at 155mph. In between are the 115bhp 1.6FSI, the 150bhp 2.0 litre FSI, the 200bhp 2.0 litre TFSI and two turbodiesels of 1.9 and 2.0 litres with 105 and 140bhp.
Quattro or four-wheel-drive is standard on the flagship 3.2 litre and available on some other versions for about €3,500 extra.
Our driving at the launch was confined to the 1.6 FSI, the 2.0 TFSI and the 2-litre TDI. The 2.0 TFSI shone on the hilly roads, giving stunning acceleration through the gears with leech-like grip inspired by the Quattro system. In fourth gear, it manages 60 to 120kph (37mph to 74mph) in just five seconds. In the engine context, this is probably the most interesting Sportback with a combination of turbocharging and petrol direct injection that Audi claims is a world first.
Sadly we have to report that the 1.6FSI with 115bhp didn't seem to be much of a hill climber but maybe its inertia shows benefit at the pumps. The 2-litre TDI gave a good account of itself with the familiar manner of a VW diesel, a bit noisy but with a useful spread of torque.
There's one area where A3 Sportback wins hands down over the BMW 1-series and that's in the interior space, especially the rear. The Audi, of course, benefits from its front-wheel-drive configuration. In the rear, a six-foot adult can sit comfortably even with six-footers in the front.
John Hayes, Audi's Irish sales manager, isn't bashful about that challenge. "The A3 grew the compact premium segment and now we own it and we will greatly expand it with Sportback. Next year we see 750 Sportback and the same number of three-door with Sportback prices starting at €27,500."
It's showtime now for two close German neighbours with one trenchantly defending a patch that's about to be invaded by the other. As to the outcome, customer power will decide but it's a contest worth watching.