Audi challenges Mercedes CLS
Audi's new A7 Sportback
Audi's new A7 Sportback four-door coupe.
Mercedes created the not-a-coupe-and-not-a-sedan market when it launched the CLS in Australia in 2005. The new A7 Sportback, launched officially today in Tasmania, is Audi's answer to the CLS and its rivals the BMW 5 Series GT, Jaguar XF and Porsche Panamera.
As the name suggests the underpinnings of the A7 Sportback are shared with the next generation A6 sedan; in the same way the A5 Sportback sits on the A4 platform.
But Uwe Hagen, Audi Australia managing director, says coming in late is an advantage because the four-ringed brand can capitalise on the groundwork done by the CLS.
He says the CLS has set the price benchmark and identified potential customers.
"So as a sales consultant it's the best way," Hagen says. "It's not written on your forehead, "I'm an A7 customer", but if you drive CLS you have shown that you are interested in a four-door coupe. So it's easy for me to identify him, I only have to follow him then I know him."
But he does admit that trying to convince them to swap from the established models into a newcomer will be a challenge.
"The problem is when you're coming later, is to convince someone that he should change from this product to your product," he says. "Either you have strong arguments at this point or you're doing this a little bit more aggressive; could be the price. This is a form of balance we have to find."
Audi has undercut the current CLS with its A7 launch range, which consists of a 3.0-litre turbo diesel and a 3.0-litre supercharged petrol. Both models have the company's famous quattro all-wheel drive system and seven-speed dual-clutch transmission.
The A7 Sportback 3.0 TDI uses the company's 3.0-litre turbo diesel that boasts 180kW of power and 500Nm of torque. The diesel will be able to launch the car from 0-100km/h in 6.5 seconds. And with combined fuel consumption of 6.0L/100km it will also be able to take advantage of luxury car tax exemptions.
That means a starting price of $142,750 (plus dealer and on road costs) which undercuts the BMW 530d ($144,200).
The 3.0 TFSI deploys the same supercharged 3.0-litre V6 that powers the S5 Sportback. It pumps out 220kW and 440Nm, helping it to a 5.6 seconds 0-100km/h time, while using 8.2L/100km of petrol.
It will be priced from $147,800, putting it below the $154,200 CLS 350 and $152,200 535i GT. Both engines utilise fuel-saving technology including stop-start and energy recovery systems.
Audi has confirmed it will bring a cheaper 2.8-litre V6 (with 150kW and 280Nm) in the fourth quarter of 2011.
That will give Audi a chance to respond to the new CLS range that is set to arrive later this year; the three-pointed star is considering a 2.1-litre four-cylinder price-leader for the new model.
The new A7 also features the same centre differential that debuted on the RS5. It is designed to maximise traction and stability by transferring the right amount of power to the right wheel at the precise time.
But the A7 Sportback is no compact sports car. It measures a sizeable 4.9-metres long and 1.9-metres wide.
The 3.0 TDI will ride on 18-inch, seven-spoke alloy wheels while the 3.0 TFSI runs on 19-inch alloys, with the choice with five or 10-spoke design.
Inside the A7 is strictly a four-seater. Standard creature comforts on the A7 range include an updated touchscreen MMI operating system that will include navigation. There is also leather trim, a sunroof, cruise control, Bluetooth, automated boot, parking sensors and reversing camera, four-zone airconditioning, multifunction steering wheel and folding rear seats.
On the safety front both models are equipped with front, side and curtain airbags, electronic stability control and anti-lock brakes.
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