Audi officials confirm the brand wants to wait at least ten years before launching a car smaller than the A1
Jim Holder
13 January 2014

Audi is likely to wait at least a decade before launching a car smaller than the Audi A1, according to marketing boss Luce De Meo.

Although the A1 has been a huge sales success, accounting for than 120,000 sales in 2013, 80 per cent were from buyers switching from a rival brand, De Meo cautioned that Audi must test the market carefully.

Speaking to Autocar at the Detroit motor show, he said: "The A1 faced a lot of scepticism when it was launched". "But now it is a good seller - almost 10 per cent of our overall sales, and the highest average transaction price in the sector. It's done well.

"We know there is potential at the lower end of the spectrum - and we will go there with the Audi Q1 SUV - but I think we need to give the A1 another lap to establish itself before we push lower. It is after the second or third generation that a car can really be judged."

Audi's technical chief Ulrich Hackeneberg said: "I can imagine a market in the future for a model smaller than the A1".

“Customers buy small cars so there is a market for them, and within that market there will be those who want luxury.”

Hackenberg said that an Audi based on the VW Up’s New Small Family platform was possible, with an electric version of particular interest. “It’s a possibility for the future,” he said.

The Audi A2 is “still a concept that is very interesting”, Hackenberg also revealed, one that “we keep in mind for the future”.

But Audi has no plans to do a standalone electric model as BMW has done with the i3, instead choosing to introduce the technology on its existing models. 

Read more Detroit motor show news. 

Our Verdict

Audi A1

The A1 is a stylish, high quality and competent supermini, if a little expensive, but does it have the edge over the Mini hatch, Seat Ibiza and the Ford Fiesta?

Add your comment

Log in or register to post comments

Find an Autocar car review

Driven this week

  • Volkswagen T-Roc TDI
    First Drive
    19 October 2017
    Volkswagen's new compact crossover has the looks, the engineering and the build quality to be a resounding success, but not with this diesel engine
  • BMW M550i
    First Drive
    19 October 2017
    The all-paw M550i is a fast, effortless mile-muncher, but there's a reason why it won't be sold in the UK
  • Volvo V90
    First Drive
    19 October 2017
    The Volvo V90 is a big estate ploughing its own furrow. We’re about to see if it is refreshing or misguided
  • Kia Stonic
    First Drive
    18 October 2017
    Handsome entrant into the bulging small crossover market has a strong engine and agile handling, but isn’t as comfortable or complete as rivals
  • Hyundai Kona
    First Drive
    18 October 2017
    Hyundai's funky-looking Kona crossover with a peppy three-cylinder engine makes all the right noises for the car to be a success in a crowded segment