"This car is about creating a new class of compact luxury in the U.S.," says Stephen Berkov, Audi's marketing director.
"The time has come where (Audi's) values and personality are more relevant than ever before in the marketplace."
Some industry analysts are not ready to declare that a shift to small but expensive -- and profitable -- cars such as the A3 is under way in the United States.
"It could be the wave of the future," says Dan Gorrell, an automotive analyst at Strategic Vision, a consulting firm in San Diego. "It depends on the way manufacturers are executing the vehicles."
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