Starting a price war in the entry level luxury segment, German auto major Audi on Thursday in New Delhi launched its new sedan A3, priced between Rs 22.95 lakh and Rs 32.66 lakh (ex-showroom Delhi). The company is betting big on the new model to stretch its leadership in the Indian market and is targeting a new segment of the compact luxury sedan besides tapping repeat buyers. The A3 sedan falls in the price bracket of the likes of hatchbacks A Class and B Class from Mercedes Benz and 1 Series from BMW which has improved the affordability of luxury auto brands in India. "We think this is the right product for self driven, young customers in urban environment. Besides, we are also looking to those existing Audi customers who are looking for second car with the A3. We expect 15 per cent of our total sales to come from this model," Audi India Head Joe King told media persons.
