New York – 2013 Audi A3 Sedan Reveal

The folks at Audi held a North American “reveal” of the new A3 sedan last night before the start of the New York Auto Show this morning, and we were invited to see just what the Audi folks have going for their newest interpretation of the A3 model line.

First, let me just tip my hat and note that Audi does a great job coordinating these press events, and their treatment of scruffy auto journalists is top-notch. They never load up the attendance list so that you can’t get to any of the executives, and, in fact, everyone is quite accessible to the aforementioned scruffy auto writers.

Let’s move on.

The car itself was shrouded for dramatic effect, and when the moment came to pull off the sheet, it revealed an attractive small car. The first thing you notice from a design perspective is the sharp lines in some of the sheet metal. It makes for a definite, pronounced look, and has enough restraint so that the car doesn’t end up looking tortured and brutal. The new A3 sedan looks taut and purposeful.

Inside, the usual Audi interior carries the day. The Audi product managers proclaim that the A3 has everything the rest of the Audi lineup has in terms of technology and luxury items; the say the only difference is that you’re getting it in a smaller package (the near-luxury segment package, to be precise). There is some marketing hyperbole in that statement, but the A3 sedan certainly does not lack for creature comforts.

You might ask yourself, “Well, how about the basics of the interior?” And I would answer that the fit and finish, the materials used inside, the intuitive layout – all the familiar hallmarks of Audi interior design are there.

The car is available with a 1.8 liter four-cylinder, a 2.0 turbocharged four-cylinder, and a turbodiesel option. For those of you wondering where the hatchback is,  Audi says not to worry, the “fastback” (as they prefer to call it) is on its way to North America later in 2013, and with a hybrid option.

All in all, another nice piece of work from Audi, from all indications, but the proof is in the pudding. All we’ve done so far is look, and when the car shows up at Autosavant Plaza for a week’s stay, we’ll go far more in depth

Until then, look at the photos, and wait.

Author: Brendan Moore

Brendan Moore is a Principal Consultant with Cedar Point Consulting , a management consulting practice based in the Washington, DC area. He also manages Autosavant Consulting, a separate practice within Cedar Point Consulting. where he advises businesses connected to the auto industry. Cedar Point Consulting can be found at http://www.cedarpointconsulting.com.

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