Over the past few weeks,
Mercedes Benz &
BMW have been in the limelight for introducing Indian consumers to luxurious, high end hatchbacks. While Mercedes has the first mover advantage with the A class, BMW is expected to launch its 1 series hatchback by September this year. Not to be left behind, the current luxury segment leader,
Audi, has adopted a rather clever strategy to rival the other Germans’ offerings. Instead of joining the fight with its A3 Sportback, Audi is launching a ‘low cost’ variant of its Q3, which will be priced along the lines of the aforementioned hatchbacks from Mercedes & BMW. Audi’s strategy hinges around the fact that the Q3, being an SUV, is bigger & offers better perceived value than the ‘smaller’ hatchbacks from Merc & BMW. Also, the preference of an SUV or SUV like body style amongst Indian consumers further works in Audi’s favour.
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