Harder, better, stronger, faster - ATL Automotive presents new Audi S3 Sportback

Chad Bryan, Gleaner Writer

ATL Automotive chose Harder, Better, Faster, Stronger by French group Daft Punk as the theme song to underscore the new 2014 Audi S3 Sportback's technological innovations and agility at last Wednesday's official launch of the automobile. The glitzy function was held at ATL's Audi Terminal, 3 Oxford Road, New Kingston.

The new S3 is the latest edition of the successful A3 line launched worldwide by the German automobile company in 1996 as a three-door model. Over the years, the sporty car has evolved into a five-door hatchback.

Jamaica's Audi brand manager, Etus Collman, explained that the S3 endeavours to bring unprecedented excitement and comfort to the market.

"The vehicle brings excitement, fun, a new look, good sports, good luxury and good efficiency combined," said Collman, adding that the S3 Sportback is best suited to young men and women who love fast and powerful cars. The Audi's two-litre turbocharged engine with dual clutch S Tronic gearbox certainly helps in that regard.

S3's pedigree

The Audi S3 Sportback welcomes the driver and passengers with a leather-wrapped sport steering wheel and bucket seats which provides lumbar support. The pedals and footrests are aluminium-plated, instrument gauges are dark grey and the indicators white.

A monitor inside the car extends upwards from the dashboard automatically when the ignition is switched on, 'S' on the screen announcing the S3's pedigree. Xenon lights cast a powerful beam for optimum night driving.

This high-performance vehicle is long and lean, expert attention paid to not only its interior design but also its exterior. The rear tailpipes are chrome-tipped and the rear bumper has been redesigned. At the front, the S3 Sportback's has horizontal grille bars. A roof spoiler, colour coded to match the vehicle's body, extends the roof line.

The Audi Sportback S3 retails for $7.5 million. The one on display last Wednesday had already been bought and is the second to be sold by ATL, the first going in December 2013.