In a world where premium SUVs dominate the market, accounting for more than 60 per cent of segment sales, it is refreshing to see a brand that still believes in the purity and performance of the hatchback and sedan form.
Audi South Africa (Audi SA) continues to support customers in the often-overlooked 10 per cent and 30 per cent segments: convertibles, coupés and Avant body styles, and the cherished hatch/sedan range.
This commitment took centre stage at the national media launch of the new Audi S3 Sportback and S3 Sedan, a celebration of compact performance wrapped in unmistakable Audi sophistication.
Audi SA invited us to Red Star Raceway in Delmas, just east of Johannesburg, to experience these upgraded little rockets where they truly belong: on the edge of traction, with the revs climbing and the adrenaline rising.
A Legacy of Compact Prestige
Audi’s heritage in the premium compact segment is one of quiet dominance. The first A3, introduced in 1998, helped democratise premium hatchback motoring. Mercedes-Benz had sparked the movement a year earlier with the A-Class, and BMW followed five years later with the first 1 Series — all of them intent on stealing a slice of a segment long defined by the legendary VW Golf.
Even today, in the era of the Golf 8.5, the battle for the aspiring premium customer continues. These cars often represent the first rung on the luxury ladder, the gateway into a world of refinement, prestige and performance.
Many university students, young graduates, and emerging professionals still gravitate towards these models. I should know — my very first car was a VW Golf Velociti 1.4 and my second was an Audi A3 two-door hatchback. The appeal is timeless.
Launch Impressions: A Day at Red Star
At the launch event, I drove the S3 Sportback. My rendezvous with the Sedan will hopefully come in the new year.
The day began at O.R. Tambo International Airport’s First Class parking, where Audi SA handed over the keys — always a moment that feels part ceremony, part promise.
The 62km drive to Red Star Raceway gave the car enough open road to hint at its potential. On arrival, we met the Audi SA leadership team, including the brand’s new head, Markus Schuster, whose energy feels like a breath of fresh air.
Then came the fun part: the track and skid-pan sessions. This is where the S3 truly sang. Agile, responsive and composed, it reminded me why Audi’s S models remain such charming all-rounders.
I tested the Audi SQ8 a few months ago and concluded that if the RS Q8 Performance is the untamed beast, the SQ8 is the perfect balance of refinement and thrill. The S3 follows that same philosophy in a more compact, accessible package.
What’s New: Sharper, Faster and Smarter
The heart of the new S3 is a reworked 2.0-litre TFSI engine now producing 245kW of power and 420Nm of torque. This enables a 0-100km/h sprint in 4.7 seconds, an increase of 32kW and 20Nm over its predecessor — translating into stronger acceleration and more confident overtaking.
But the real headline is the enhanced driving dynamics:
· 19-inch wheels standard
· Revised suspension system for improved precision and agility
· Recalibrated progressive steering for sharper feedback
· Torque splitter (borrowed from the RS 3) for fully variable rear-wheel distribution · Refined 7-speed S tronic delivering quicker, cleaner shifts.
On the track, the difference is palpable. The S3 feels more planted, more confident and more eager to be pushed.
A Cabin That Glows With Intent
The interior updates elevate the S3’s sporty character with new ambient lighting, a redesigned gear shifter, laser-cut illuminated fabric door panels, black headlining, stainless steel pedals and illuminated door sills.
Other updates include a flat-bottomed leather steering wheel, sport seats with integrated headrests, and new aluminium or carbon-fibre inlays.
Technology comes standard with a 10.1-inch touch display, Audi Virtual Cockpit, inductive wireless charging, and front and rear USB-C ports. With optional extras such as MMI Navigation Plus, head-up display and an in-car app store, the S3 feels modern, connected and future-ready.
Is It Worth It?
If you are a young professional stepping into your prime, a student with ambitious dreams, or even a parent gifting a milestone car to a matriculant, the Audi S3 deserves serious consideration.
With the new Mercedes-Benz CLA expected in 2026, the timing is perfect. Audi has positioned the S3 Sedan and Sportback to hold their ground firmly against rivals like the BMW M235i Gran Coupé.
This is more than just a hot hatch; it’s an entry point into the world of premium performance, crafted for those who value style, speed and presence.
Pricing
· Audi S3 Sportback TFSI 245 kW quattro S tronic: R1 091 100
· Audi S3 Sedan TFSI 245 kW quattro S tronic: R1 106 100
All models come with a 5-year/100 000km Audi Freeway Plan. Financing options are available through Audi Financial Services, including Audi Assured.
