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Audi Discontinues Slow-Selling A3 Sportback e-tron In Europe

Audi A3 Sportback e-tron 8 photos
Photo: Audi
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If you want the A3 as a hatchback in the United States, your only choice is to get the A3 Sportback e-tron for $39,500. Considering the A4 Sedan starts at $36,000 and the S3 Sedan at $43,650, Audi decided that something had to give.
Even though it was one of the most fuel-efficient models in the lineup, Audi axed the A3 Sportback e-tron in Europe over the introduction of the Worldwide Harmonized Light Vehicle Test Procedure on September 1st, 2018.

BMW and Mercedes-Benz had some trouble with the new emissions standard as well, but the Volkswagen Group appears to be the hardest hit of the bunch. Autocar reports that Audi had to go through some “procedural changes” instead of admitting that sales were a problem too.

637 examples of the breed were sold in the United Kingdom in 2017, which is too few to justify the costs of selling the A3 Sportback e-tron in the first place. And ever since its introduction in 2014, the plug-in hybrid compact hatchback failed to impress the eco-friendly public.

The cancellation of the Q7 e-tron further means that Audi doesn’t have plug-in hybrids in the lineup anymore. The e-tron sport utility vehicle has to make do with an all-electric powertrain consisting of two motors, but at $74,800 from the get-go, the pricing is somewhat prohibitive.

According to Audi, the e-tron family of models will include 20 nameplates by 2020. Come 2025, the four-ringed automaker will have launched 12 electric vehicles, including the Porsche Taycan-related e-tron GT.

The Volkswagen Group gears up for the start of production of the I.D. Neo in November 2019, riding on the all-new MEB vehicle architecture. The modular platform for electric vehicles will be shared by Audi, and to this effect, an all-around better car will succeed the A3 Sportback e-tron.

Looking at the bigger picture, the Dieselgate scandal was the spark the Volkswagen Group needed to come up with the most ambitious strategy for electrification in the industry. Here’s hope thoserogue engineerswon’t tinker with the electric motors to cheat the authorities and consumers as they did with the 2.0- and 3.0-liter TDI.
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About the author: Mircea Panait
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After a 1:43 scale model of a Ferrari 250 GTO sparked Mircea's interest for cars when he was a kid, an early internship at Top Gear sealed his career path. He's most interested in muscle cars and American trucks, but he takes a passing interest in quirky kei cars as well.
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