REDEFINED MODERNITY

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REDEFINED MODERNITY

Audi has made the A4 an easier car to look at, live with and drive in, even though it lacks the sophistication of its intended rivals

  • Published: 3/07/2009 at 12:00 AM
  • Newspaper section: Motoring

Selling imported saloons in Thailand isn't easy any more, thanks to Japanese models like the Honda Accord, Nissan Teana and Toyota Camry being made in the country are more capacious and sold at ultra-competitive prices.

 

That's why you hardly see a Citroen C5 or Peugeot 407 on Thai roads. And that's also why Volkswagen doesn't sell the Passat anymore. And Motoring has heard that Subaru will just focus on the estate version of its all-new Legacy staring later this year.

But that hasn't stopped Audi from importing the latest generation A4 because it thinks it can evade comparison with those models and match the premium positioning of the BMW 3-series and Mercedes-Benz C-class.

And just like in its predecessors, the new A4 comes with competitive prices due to pricing support from its parent firm in order to match the price tags going with the Thai-built 3-series and C200 Kompressor.

 

In 1.8T form costing B2.89m, the A4 competes with the B2.649m 320i and B2.799mm C200K. Sure, the A4 is the priciest of the three, but only by a small margin. And consider that the Merc in reference is in Elegance trim; Avantgarde costs B2.999m.

But what appears to give Audi confidence to square up with its opponents is the A4's package which has grown substantially in size when compared to the last one, but also the extent to which it wants to trump what the other two are offering.

Sitting on a 2.8m-long wheelbase, the A4 is the most spacious car to be in. Rear occupants, in particular, will relish with fractionally better legroom, not to mention the seats themselves are nice and cushy to sit in and also able to fold for added practicality.

 

Rear space marginally better than in rivals.

But when you start to move to the non-engineering aspect of the A4, some creature comfort gimmicks, that you can be assured of finding in the competition, are sadly missing, such as rear blind, air-con ventilation for rear passengers and electric seat adjustment for the front passenger seat.

This clearly shows some restraint from the marketing people at Audi, although it clearly seems necessary since the A4 shouldn't be sold at a price level higher than this.

But if you can live without these details, the A4 is a nice car to be inside. Aside the seat comfort and interior space, the overall finish quality remains admirable, which is typical of most Audi cars today and in yester year.

 

LED front lights look cool.

Moreover, the dashboard works well in both visual and ergonomic terms. Although the Thai-spec A4 doesn't come with MMI Interface (Audi's version of BMW's iDrive and Mercedes's Comand), it has some streamlined functions that are relatively easy to use.

Because of this, the driving environment in the A4 is nearly flawless, with everything in predictable location; and add to that a seating position and steering that adjust on a wide scope - just like before.

 

Imported status, but competitive price.

While the basic package of the A4 has moved the game forward, the technical credentials have also raised the bar - at least in the Thai junior executive car class.

Instead of using the 200hp 2.0-litre turbo-petrol, the A4 now comes with a downsized 1.8-litre variation with 40hp less transmitted to the tarmac via a new CVT Multitronic automatic transmission with paddle-shift eight-speed manual mode.

Despite the absence of several colts, there is still sufficient gallop in the A4. In fact, the minimal amount of turbo lag makes driving in the city fuss free, with the exception of some driveline shunt when crawling at low speeds.

 

Engine is flexible and economical.

You will be able to note that the A4 doesn't have the 200 horses of yore any more, or of the TT, once you hit the highway. Nevertheless, it doesn't feel sluggish and the only rival that would really outpunch the A4 here is probably the Merc.

But factor in the A4's smooth CVT gearbox, all-round refinement and engine flexibility, it's the best combination now in the class.

 

Cabin sees usual virtues of tidy ergonomics and good quality.

For the record, it's also economical: Motoring recorded between 13-14kpl on a drive to Pattaya. And kudos particularly to the highly relaxed engine when cruising on the speed limit.

To suit the drivetrain's character, Audi has tuned the A4 to handle with ease and ride with plushness in day-to-day driving. The steering, for instance, is light and direct making it the most effortless rack you can find in this class.

It's so keen to change direction that it makes the comfort-oriented suspension set-up squat when you approach a mid-corner bump or when you abruptly alter the driveline. In many ways, the A4's feel is artificially sporty.

 

Front-wheel-drive has its limitations.

For that reason, the front-drive A4 won't match its intended rear-drive rivals when it comes to outright driving dynamics. In fact, you can always feel the weight under that nose, especially when picking up pace from standstill.

But it feels more balanced than in the old model. Glide through a tight corner and understeer comes at a later stage. Audi's claim that more weight has shifted towards the rear in the new A4 seems to hold some weight, so to speak.

Audi has a tradition of giving brakes lots of initial bite and this remains the case in the A4. Such tailor-made tweaks make the car responsive to drive and handle under most driving conditions.

Although it still has shallower limits than the Bimmer or Merc, the A4 has enough comfort, grip and composure to still make it one of the best front-drivers available.

And that's not to mention the subjective part, that the A4 has a more resolved and modern appearance than its competitors', which more or less seem to be experiencing mid-life crisis in design. But, on the contrary, the A4 may look too similar with other Audis currently on sale.

Which basically sums up the car. The A4 has always been that way in the past: trying in vain to convince luxury car punters that sheer driving dynamics isn't always the name of the game. The fact that the A4 is a far improvement over the outgoing model may matter to loyalists.

But whether it's going to move buyers is not going to be an entirely easy task because when you talk of premium cars, there needs to be a certain level of sophistication. But at the entry-level of this class, the A4 does make sense with its easy-to-live-with package and driving manners.

Relate Search: Honda Accord, Nissan Teana, Toyota Camry

About the author

Writer: RICHARD LEU

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  • ardsong

    Discussion 4 : 08/07/2009 at 01:22 PM4

    sorry guys, you all must be from Europe, and I pitty you that your car-manufacturers have missed the boat in Thailand.
    there is no difference in treatment of the Japanese and European car makers as you'll try to indicate. the difference is the import tax on imported parts and imported fully assembled cards, not to speak on the lower costs of locally fabricated parts.
    the Japanese car-makers are far more clever in setting up a car manufacturing place in Thailand, with import of only those parts that cannot be made in Thailand; this becomes less and less though.
    in doing this clever trick the Japanese premium cars are about half the price of the European cars with the same if not better quality (ref: the polls of ADAC and ANWB on car problems, where japanse always fill the top seats).
    and long time back when I was living in Europe, the price of comparable Japanese cars in europe was already lower than the price of BMW, audi or Benz, so no difference with pricing in Thailand.
    I enjoy driving my Honda Accort daily very much.

  • Eakcomp

    Discussion 3 : 07/07/2009 at 07:36 AM3

    I'm with you EI...we've missed the opportunity for automotive investment and more advanced technology (which eventually results in better cars for the consumer) from EU countries because of "Protectionist" and "narrow-minded" way of thinking. Shame on Thai people -_-'...

  • PaulC

    Discussion 2 : 07/07/2009 at 05:58 AM2

    It is painfully obvious that Toyota (and to a lesser extent, Honda) have Thailand in their hip pocket. Other brands are allowed in with a token amount so these 2 only have 95% of the market.

  • El Chonburi

    Discussion 1 : 05/07/2009 at 10:43 AM1

    According to the author:

    "Selling imported saloons in Thailand isn't easy any more, thanks to Japanese models like the Honda Accord, Nissan Teana and Toyota Camry being made in the country are more capacious and sold at ultra-competitive prices"

    Let's be fair; this is surely not the sole reason., first of all the pricing of these cars are not that competitive at all., we are talking about cars that are being sold for THB 1,25 - THB 1,60 Mil. but costs around THB 600,000.00 to produce.(Camry, Accord, Teana) , the rest is excise tax.

    Secondly, due to the protectionist attitude of the government there is not a chance a "German" or any other imported car on that matter can compete with their locally produced counterparts because of the exceptionally high import taxes.

    If we compare an similar car in Europe, lets say a VW Passat 2.0 TDI 170 HP DSG., it will sell for the same price as the 2.0 Toyota Camry in Thailand but you get more space, more advanced technology and a much better fuel consumption.

    Just my 2 cents..

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