Test Drive: 2010 Audi A3 TDI

By Kevin Harrison

I was driving behind an old Mercedes-Benz diesel a while back and I have to say, it was about as desirable as playing strip poker with your parents. It was just awful.

I actually had to turn my radio up because that diesel clatter was making my ears bleed. Then, despite being 30 degrees outside, I had to roll up my windows because the exhaust coming out of the tailpipe had a rather black/purple-ish hue that would make even Stephen Harper concerned about its effect on the environment. On top of that, the smell was less agreeable than a hockey player locker room after the second period.

For the first time ever, I finally started to understand North American tendencies. Diesels of the past were terrible.

Since then, many automakers have refined diesel technology, most notably Volkswagen. Even though most automakers bailed on the idea of bringing diesels back, Volkswagen stuck with it, leaving them with virtually all the market share. Not a bad move. BMW and Mercedes-Benz have followed suit with each brand offering a small dosage of their diesel technology for open minded North Americans.

Volkswagen has expanded the technology into four of their models. But what if you want a little premium with that oil burner? Well, for the first time Volkswagen has made its famous TDI engine available in the Audi A3. Is it worth it?

The A3 is a bit of an odd entity. While I understand that Audi wishes to usher people into the brand with a lower priced model as BMW has done with the 1-series and Mercedes-Benz has done with the B-Class, I don’t quite understand why anyone would pay the premium over a Golf, which is essentially what the A3 is. Adding the TDI as an option certainly helps separate it from the 1-series and B-class however.

First things first, the A3 looks good. While I’m still on the fence about Audi’s LED overload on all its models, I think it works nicely on the refreshed A3. It definitely has a sleek premium yet sporty look to it with the black roof and multi-spoke wheels. The single exhaust pipe looks terribly out of place on an Audi, however.

Inside is very much on par for Audi though as fit and finish is terrific. Some have complained that Audi/Volkswagen have lost their reputation as being among the best in the business, but I’m not one of them. Quality of materials is superb, and while the positioning of all the buttons and switches takes a bit of getting used to, the layout is quite pleasant as is the white gauges with red undertones.

There is adequate space in the backseat for two adults – three in a pinch- and good cargo room especially with the seats down.

The engine is identical 2.0 litres that Volkswagen uses in the Jetta and Golf diesels. As such, it produces 140 horsepower and a very healthy 236 pound feet of torque which gives it its get-up-and-go. This is a tremendous engine only bested by BMW’s diesel offering in the 335d. It is smooth and refined. Even at idle, you have to listen very hard for that infamous diesel clatter. When the engine is pushed, the A3 makes more of a roaring sound, untypical of the traditional exhaust note, however it is inoffensive and is not intrusive to the cabin.

The good news with this engine continues as it gets a combined rating of 5.8 L/100 kms. That is excellent. A Smart Fortwo gets a city rating of 5.9 L/100 kms by comparison. In addition the A3 TDI emits only 111 g/km of C02. Good stuff.

Handling is adequate. The A3 TDI has a tendency to under steer however, mostly due to the fact that it is nose heavy. Diesels are usually heavier than gas engines, however BMW is able to retain handling abilities with its diesel, so it’s not really an excuse. Oddly enough, I didn’t experience the same under steering nature in the 2010 Jetta TDI (review coming soon!). But considering Audi is known for its handling abilities, I was slightly taken aback.

Likewise, Audi is known for their superb Quattro all-wheel drive. Don’t expect to experience it in the A3 TDI though. Front wheel drive only is the order of the day. I have no idea why Audi decided to do this. Buying a front wheel drive Audi is like trying to eat soup with a fork. Pointless.

And that’s the thing. While this car is very well put together, has typical Audi style and quality, decent handling and excellent fuel mileage it really doesn’t make any sense. At $35,000 to start, I can’t for the life of me understand why anyone would take this over a Golf TDI which is just as good looking, has the same quality materials for the interior, virtually the same room, the exact same engine and handling capabilities but it’s $10,000 cheaper. If Audi had done something to set it apart – to justify the extra premium if you will, then it could have made sense. Audi could have put its Quattro standard and it would be the only all-wheel drive diesel engine car available. It would have the market to itself. Or maybe they could’ve boosted the torque, or improved the efficiency. Something. Anything.

But alas no. The only thing the Audi has the the Golf doesn’t is LED tail lights, leather and a premium badge. And if anyone thinks that’s worth 10 grand more then I’m pretty sure there is still tons of room available to check themselves into the Betty Ford Center.

I really wanted to like this car, and in fact I do, but I just can’t justify the price premium, much in the same way the Jersey Shore cast can’t justify why they’re famous.

Base Price: $35,500

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