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Audi A4 set to challenge C-Class and 3 Series for mid-size luxury crown


Audi's latest A4 can take the fight right up to BMW's 3 Series and the dominant Mercedes-Benz C-Class in the medium luxury car segment, according to Audi Australia managing director Andrew Doyle.

In the midst of a new product storm – and a large-scale recall that touches many of its diesel engine-equipped models – Audi Australia is banking on the new-generation A4 to hit some boundaries in the fiercely contested medium luxury car segment that is currently dominated by the Mercedes-Benz C-Class.

The fierce rivalry between Audi, Mercedes-Benz and BMW, particularly in Germany, is akin to that between the local Ford and Holden camps in the 1990s, both in the showroom and the boardroom.

Local C-Class sales are finally showing some signs of abating after two years of solid growth, with a slide of some 33 per cent year on year partly attributable to the release of the A-Class based CLA and GLA and the GLC SUV. It still remains some 700 cars ahead of BMW’s 3 Series, which also takes in the 3 Series Gran Turismo, at 2,623 sales for the year to date.

The company is "very, very proud" of the car.

Audi's new A4, meanwhile, has posted 1,076 sales this year, with the new car coming on stream in March. The brand moved 235 A4s in May, versus 379 3 Series and 547 C-Classes.

Audi Australia’s managing director Andrew Doyle believes a 'softly softly' approach will see the A4 encroach on its rivals as the year rolls on, telling CarsGuide.com.au that the company is "very, very proud" of the car.

"It really is a step change in technology of that car and its driving dynamics, and the car really needs to be driven," said Mr Doyle. "We don’t expect to see a huge (sales) spike and then a run-along. We’ll actually see continual growth as more and more people discover just how far ahead of it is from both our previous model and the competition."

Mr Doyle was cautious about underlining a target date that the A4 would haul in its Bavarian brethren, but he believes the car has growth potential in the sector.

"I think in time, it can certainly challenge some of our competitors in that space," he said. “Clearly, we're a young brand still in Australia, so we have a smaller car park to work within our own loyalty base.

"We need to tell a story as to why customers need to move across from other brands to experience this, because there is nothing like it in that segment, as far as we're concerned, in terms of benchmark design and technology."

Ahead of more new products set to drop in 2017 and 2018, including S4, RS4, A8, S8 and refreshed A3, Mr Doyle sees the A4 as an important car for the local Audi arm.

"The A4 is a key model for us to continue our growth in the coming years," he said.

Has the A4 done enough to match and potentially beat its German rivals? Let us know what you think in the comments below.