Stepping up: Audi A3 saloon

Audi’s never-ending quest for global domination has resulted in more hot new models than you’d find at Hugh Hefner’s grotto in the backyard of his mansion. But while the German carmaker is creating niches galore, it has been rather good at getting the flood of cars pretty much right, which can’t always be said for some of the competition.

The A3 saloon is the latest niche vehicle from Audi and there’s a fair bit more to it than fiddling with the body parts although this isn’t a car for posing along JBR.

Audi kicked off the premium compact class and there are major expectations for this current vehicle. The strategy centres on aiming hard at the US and Chinese markets where the big numbers are.

Patrick Rismont, product marketing, A3 saloon, told wheels at the launch in Budapest, Hungary, that the car primarily targets a younger buyer and Audi aims to lure customers from rival brands rather than simply sate the German automaker’s faithful. Rismont feels these “younger customers” will mainly be in their thirties. He also reckons that buyers “who haven’t found their car yet” in the extensive Audi line-up will be attracted to the A3.

The A3 may not have the visual presence of the Mercedes-Benz CLA, for instance, but the styling is quality and timeless (Audi claims sporty). It does look much better in the flesh than in pictures.

The new Audi is drama-free and that’s certainly what potential customers want from the four-rings folk. However, it doesn’t engage as some might like.

Roads in Hungary are inconsistent. Highways are fine but back roads — they traverse paddocks with round hay bales, sunflower crops and grazing cattle — have an abundance of potholes and ruts. You won’t be whistling Don’t Fence Me In, but the Audi is to the fore on these surfaces.

There aren’t many brands that Audi doesn’t have in its sights.

“We’d be looking to draw customers from Opel and the French, Kia and Lexus as well,” Rismont tells wheels. He wants to pluck customers from cheaper vehicles and put them into an upscale bracket. He points out that while some French cars are substantially cheaper, they have customers “buying models with a lot of options” who might prefer to give an A3 a go.

The younger crowd Audi talks of will more than likely lean to Celine Dion’s audience rather than Kate Moss’s mates off for a weekend in Ibiza. This is the car for those who want a premium saloon that does what it should but aren’t pretending they’re buying some sort of quasi-sportscar. You’ll see the A3 crowd picking up the kids at Repton and grabbing the groceries at Spinneys. And that’s a big crowd and catchment area.

The new Audi may lack some of the engagement enthusiastic drivers may demand or at least anticipate, but it’s a fuss-free car from an impeccable brand, and such kudos is priceless.

The workforce is highly skilled yet costs less than a third of what it would in Germany. The facility will supply the entire world market except China, which is getting its own factory.

And that’s the thing about Audis — from the spectacular vehicles like the R8 to the steady-as-she-goes A3, they get in your blood.