There's just no other car comparable with 4/5 doors at this price range. I was set on the RS3 as an upgrade from the S3 but recently I've been looking at alternatives. For a new 4WD car with 4/5 doors and this much power, there's nothing else out there until the new A45/CLA45.
Other cars do have bigger discounts though, just for fun I was checking the discounts on other cars. TTRS I got 14.1% discount with a deposit contribution of £1,200 and 6.7% apr, which brought it down to similar price to the RS3, even though the RRP is over 5k more. Merc C63 S also has a 14% discount but has a deposit contribution of £2,000 and 5.2% APR, so you can get it around or under £60k with discounts, if it was 4WD I'd be looking into it. A Mustang V8 gets a similar discount to the RS3 of around 6% but has a 5.9% APR and £1560 deposit contribution. M2 only gets 5% but has a very low 2.9% APR. Jag V6 F type has 12.5% discount, £1560 deposit contribution and 5.9% APR.
Everything just seems to have bigger discounts, lower APR and actually get deposit contributions compared to the RS3, even Audi's own TTRS. I'll check the RS4/5 next.