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Paris show: Audi A3 not cannibalising A4 sales

No contest: Audi's A3 sedan (left) has been a hit for the brand since its launch and is co-existing happily with the booted A4.

Fears of an in-house battle between Audi A3 sedan and A4 has not materialised

Audi logo10 Oct 2014

By BYRON MATHIOUDAKIS in PARIS

AUDI’S successful launch of the A3 Sedan has not impacted sales of the ageing A4 Sedan despite fears from within the company of a slowdown of one of its core models.

Speaking to Australian media at the Paris motor show, Audi global sales chief Luca de Meo revealed that, while the newcomer has had a flying start in its key Chinese and American markets, there has been virtually no dip in interest in the A4 Sedan.

The result has helped Audi sales worldwide rise 10 per cent in the first nine months of this year, putting the brand on target to eclipse the 200,000 unit mark in the North American region for the first time ever.

“The interesting thing is that in the United States, where we launched the A3 Sedan a few months ago, we were kind of scared it would cannibalise the A4,” he said.

“But that actually didn’t happen. The people are coming for the A3 Sedan and buying the A4. The sales of the A4 are extremely stable around the world. So this is pretty reassuring. It means also we’re talking a clear separation. The two (models) are independent somehow.

“(In 2014) we aim to hand over more than 200,000 Audi automobiles to customers in the United States, Canada and Mexico in a full year for the first time.”

The booted variant is currently accounting for more than one quarter of all A3 volume despite the strong following of the three-door hatch, five-door Sportback and Cabriolet.

Along with the A3 Sedan’s warm reception Audi’s global sales boost is also attributed to continuing strong demand for the Q3, Q5 and Q7 SUV range.

Their combined sales are up 20 per cent in September, with nearly 46,000 units finding homes worldwide for the month.

It is worth noting that the Q7 continues to attract a sizeable audience despite it being even older than the A4. The big seven-seater SUV will be entering its tenth year of production in 2015.

However, both Audi models are due for replacement within the next 12 to 15 months.

While Mr de Meo remained quiet on how the A4 would change, he did say that the design would take a big step forward while still staying on an evolutionary path first set by the B3 80 series in 1986.

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