German automaker Audi, which has stated that it hopes to take the title of most popular luxury brand away from its rivals Mercedes-Benz and BMW in the coming years, has unveiled its A7 Sportsback, a car that it hopes will contribute to a major sales increase in the midsize and compact market.

The A7 was designed to compete with popular Benz and BMW models like the 5-Series Gran Turismo and CLS, according to Bloomberg. Audi’s strategy is to target niche segments, and the A7 does that by providing hatchback versatility with a sportier look and feel.

“We’re pushing into customer groups that are willing to pay more for their car, and that’s where the A7 will play an important role,” Audi Chief Financial Officer Alex Strotbek told reporters at an event on the island of Sardinia late yesterday. “It’s clearly going to help us with our profitability.”

While the vehicle will hit Europe at the end of October, it won’t come to the U.S. until next year. The current price is estimated to be around $66,000, but drivers can save off of that by searching for their luxury car on the used market.