New supermini production begins; waiting list expected
12 May 2010

Audi A1 buyers may have to join a waiting list, as demand looks likely to exceed the 50,000 cars being built this year.

"In view of the high demand, orders could surpass the production capacity this year," Peter Schwarzenbauer, Audi's head of sales and marketing, told Automotive News Europe.

Audi A1 order book opens - full price and spec details

The Audi A1 will cost from £13,145 in the UK.

Audi estimates 90 per cent of interested buyers are first-time Audi customers, and is particularly keen to use the A1 to attract them as affluent young buyers traditionally move on to mlarger models in a make's range as they grow older.

Audi will ramp production up to 80,000 cars in 2011 and 100,000 cars beyond that.

Production of the Audi A1 began yesterday (Tuesday), with 500 cars being built a day.

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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?

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Comments
19

12 May 2010

It's not really 'ramping up' production from 50,000 cars this years to 80,000 cars next year, given that they will have more than 4 months' additional production...

But it does look like all those who said that no-one would pay a premium for a small Audi are wrong - again.

12 May 2010

Surely this is chapter 6 of the new-car-launch marketing plan. If you check back through the archives, virtually the same press release is issued at this stage for all new models

12 May 2010

Since they have only been making them for one day , and none of these cars will be on the forecourt yet , there is no supply so demand must inevitably exceed supply.

12 May 2010

I've no doubt that this Audi will sell extremely well, but it never ceases to amaze me how some people will spend so much money on a product that they havent been able to drive, or even see in the metal.

12 May 2010

[quote catnip] I've no doubt that this Audi will sell extremely well, but it never ceases to amaze me how some people will spend so much money on a product that they havent been able to drive, or even see in the metal.
[/quote]

True, but the most important thing for many buyers is guaranteed - the bonnet badge.

12 May 2010

[quote catnip]it never ceases to amaze me how some people will spend so much money on a product that they havent been able to drive, or even see in the metal.
[/quote]

Perfectly normal in the industry. Ferrari, for example, have already sold out 599 GTO production before the first one was built. 'Blind' ordering on highly sought-after new models is common for those who absolutely want to be the first in town to have one.

12 May 2010

A 13k Audi is a little bit different to a 300k Ferrari. Demanded by different people and for different reasons.

[quote disco.stu]

[quote catnip]it never ceases to amaze me how some people will spend so much money on a product that they havent been able to drive, or even see in the metal.
[/quote]

Perfectly normal in the industry. Ferrari, for example, have already sold out 599 GTO production before the first one was built. 'Blind' ordering on highly sought-after new models is common for those who absolutely want to be the first in town to have one.

[/quote]

12 May 2010

Maybe some of those customers will cancel the dull, over priced, under powered A1 and order a Mito or Mini instead.

14 May 2010

[quote GazzyP]Maybe some of those customers will cancel the dull, over priced, under powered A1 and order a Mito or Mini instead.[/quote] First point the entry level mito is more expensive by £800, so the A1 isn't over priced, second point how much power do you expect out of a little 1.2t engine for a car designed for the city, third point how the hell could you know its dull without having driven one, have your opinions but please be accurate when backing them up

14 May 2010

Hi,

£800 more expensive, but a 1.4 engine and much better equipped on the inside and an overall better look on the outside. An Alfa Romeo always has that reliability stigma attacked to it though, where as an Audi is seen as reliable, so they will win out there.

Mini, rather amusingly, is seen as a girls car. As a result you find young guys not touching them, although they are nice to drive, practical for the city centre and just generally fun. Audi are winning on the girls car perception here.

They found a little gap and they are exploiting it. Fair play to them.

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