Scheduled nearly straight out of the gate on the annual calendar, some might say the Detroit Auto Show is eager to assert its status every year as America’s biggest automotive industry fair. The truth of its roots is likely closer to the theory that Motown manufacturers and dealers chose to show off their latest offerings and spur the market during the coldest portions of the year when the rate of sales tends to take on a molasses-like pace. The theory makes sense… at least more sense than travelling to lakeside Michigan on the heels of a polar vortex.
Such is the reality of the North American International Auto Show. While the USA sports more temperate climates like California or Florida, Detroit remains king of the hill for these sorts of events and promises hot new reveals like the Ford Mustang or Chevrolet Corvette Z06 in order to keep sales warm.
Another company bringing the heat right now is Audi. 2013 marked the first time the brand broke the 150,000 sales mark in the United States, and it did so with no A3 offering as well as an aging but vehemently brisk-selling Q7. Next year, momentum is only expected to continue to build with the addition of volume models like the A3/S3 sedan range, the Q3, and also the newly freshened A8 and S8.
Given all of this, there was plenty to see on the Audi stand at the NAIAS. Below is a car-by-car rundown.
Audi allroad shootingbrake concept
Though it wears the name “allroad”, this blue concept coupe actually previews the upcoming third-generation Audi TT. Audi staff on hand in Detroit essentially admitted as much and confirmed that the interior is definitely the new TT, though it seems pretty obvious from just looking at the car that it is a bit more than an inspiration. Last time around Audi offered up a TT shootingbrake concept as prelude to the second generation TT. This time, it seems they returned to that play and added a healthy dose of allroad styling cues to boot.
When thought of as a TT, the car reveals some interesting styling cues. Ignore the accenting grey cladding that likely adds height at the bottom to the vertical length of the TT body. Ignore the Avant-like roofline and C-pillar. What you should pay attention to are things like doors, quarter panels, hood, headlights and taillights. Considering just what looks to be production sections of the car reveals a somewhat conservative evolutionary step in the TT lineage, but with a few stand-out bold changes like a hidden horizontal line of LEDs connecting the two main taillights. Inside, the car is a much more radical departure with its vent-mounted HVAC controls and dynamic driver information center that serves duty for everything including instrumentation, car systems, infotainment, navigation and more.
Another interesting element of the concept car was its engine and drivetrain. Based on the same sort of plug-in-hybrid configuration seen in the A3 e-tron, this system used a larger and more powerful 2.0 TFSI close to the spec of that of the S3 and paired with two electric motors (one front, one rear) for an all-wheel drive configuration. Combined, power output is 408 hp and 479 lb-ft. That’s good enough to propel the 3527 lb. car from 0-62 mph in 4.6 seconds and can attain an average fuel economy of 123.8 mpg.
Audi head of development and CTO Dr. Ulrich Hackenberg suggests both the motor and the allroad-ified TT car itself are being evaluated. Whether or not Audi or the automotive world need a crossover TT shooting brake remains to be seen, but if we had to guess then we could definitely see a future TT e-tron adding a performance level well above the A3 e-tron that goes on sale later this year.
Audi A8/S8
Technically, last week’s CES show stole some thunder here. The freshened A8 and S8 range debuted in Frankfurt and an S8 display car helped highlight Audi’s infotainment prowess to the consumer electronics industry in Vegas just days ago. And, while likely the same grey S8 was unveiled on stage in Detroit, a second A8 L joined it on the Audi stand for the Motown debut.
Other than the tasteful freshening, there’s not a lot of new news here. Audi’s range of 3.0 TFSI, 3.0 TDI, 4.0 TFSI, W12 and 4.0 TFSI-fitted S8 will carry over to the new car’s American lineup. And, since those cool new matrix beam LED headlights aren’t yet approved for sale in North America, cars on the stand in Detroit debuted a similar-looking US-spec headlight unit with more conventional LED design that will meet U.S. restrictions.
Audi S3
No doubt the car most anticipated by consumers on the Audi stand is the S3 sedan. When the car goes on sale in March (the earliest it can go on sale and be a MY2015 model), it will mark the debut of the S3 nomenclature in the USA. We’re told pricing should be revealed by February even though A3 pricing has already been released. However, that is by no means an indication of any delay for the S3.
The car on the stand was built to a particularly pleasing spec that may or may not see series production. Like many show stand stars, the car was fitted liberally with tailored details from Audi Exclusive that included Sepang Blue paint (to match a nearby R8 and RS 7) and black leather with contrasting blue stitching throughout the cabin that was particularly handsome on the diamond-stitched sport seats.
Audi A3 Sedan
This Glacier White Audi A3 sedan turned up for the second press day in Detroit. Unlike its A3/S3 line mates on the stand, this car was closer to what you might find at your dealership. Its S line spec, a Glacier White exterior and brown leather interior are expected to be standard fare for the new model.
Audi A3 Cabriolet
Just like the S3 on display, Audi built its A3 Cabriolet show stand car with plenty of tailored flare. Its intense red paint matched the nearby A3 e-tron, though inside it featured cream leather with contrasting red stitching that was most obviously part of the Audi Exclusive range.
Audi A3 Sportback e-tron
It may not be due out until closer to the end of the year, but Audi is making sure no one forgets that its A3 Sportback with plug-in hybrid drivetrain and 1.4 TFSI range extender will be most definitely available to retail consumers. This first production e-tron model has been doing the rounds at other auto shows in Europe and also in L.A., and we’re hearing the Sportback will also spawn at least a non-hybridized TDI model once the plug-in is established in the market.
Will the Sportback also spawn quattro or sporting models like the S3 or RS 3? While we know an RS 3 Sportback is coming for Europe, just how Audi plans to proceed in the case of the somewhat specialty model like the Sportback remains to be seen. On the upside, we did spot an S3 Sportback in the parking lot of Audi HQ in Herndon, VA last time we were in town.
Audi Q3
Audi’s second volume range launching this year is the new Q3. The model’s been on sale in Europe for over a year now and it finally arrives on our shores later in the year. As one of the hottest segments going in the auto industry right now, the Q3 is expected to be a winner for the Audi model range.
The particular Q3 on display at the NAIAS was as you might expect. Intense red paint made sure no one missed the small ute, and inside the car was adorned with a healthy mix of Audi Exclusive upgrades such as custom leather with accenting stitching.
Audi RS 7
It was exactly one year ago that Audi pulled the wraps off of the RS 7, debuting it to the world from their show stand in Detroit. Fast forward one year and these cars have begun to trickle into customers hands to the bruising of supercar owners’ pride everywhere these machines are encountered.
Now firmly in the market, Audi chose to show off its RS flagship in handsome Sepang Blue paint with a host of Audi Exclusive tailored details inside the cabin. Parked nearby other performance models like the S3 and R8 V10 plus in matching paint, you couldn’t miss the performance subtext being communicated.
Audi R8 V10 plus
No, there’s really no new news when it comes to the R8 V10 plus. Freshened last year, the model carries on until it is replaced by the all-new third generation car though it’ll likely spawn a few special editions between now and then. In the meantime, Audi specced this top-of-the-line V10 plus with the aforementioned Sepang Blue paint and a light cream colored leather with accenting stitching.
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