New Audi A1 will feature tech from larger models, including Audi A8
13 January 2010

Audi hopes its new A1 will introduce new customers to the brand, which it will then attempt to retain as Audi customers.

The car is aimed at 25-35 year olds who may not have considered an Audi before. “We’re confident that we’ll be able to delight these customers with the new A1, said Audis sales and marking boss Peter Schwarzenbauer, “so that they will stay with the Audi brand and will later want to drive our larger models.”

Audi said the A1 will be available with technology from its larger models, including the A8. This will include fuel-saving technology such as stop-start and brake energy recuperation, along with what the firm describes as “infotainment items… otherwise only found in luxury class models.”

The firm hopes to sell 80,000 A1s in the car’s first full year of production, which will be 2011. Schwarzenbauer said that what Audi terms the sub-compact segment is predicted to grow by 30 per cent in Germany alone by 2015.

The A1 will be revealed at the beginning of February, and launched at the Geneva motor show in March.

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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
11

13 January 2010

Really hideous, especially from the side. The silver accent around the wind screen and up the roof is stupid looking.

13 January 2010

RS1 please.

13 January 2010

The car is aimed at 25-35 year olds who may not have considered an Audi before. “We’re confident that we’ll be able to delight these customers with the new A1, said Audis sales and marking boss Peter Schwarzenbauer, “so that they will stay with the Audi brand and will later want to drive our larger models.” I, on the other hand, am looking to replace my compact and practical Mk1 A3 5dr. The Mk2 Sportback is too big for my needs. An A1 (or A2, 5dr 1.4 TSi/TDi) would suit very well, thank you.

13 January 2010

I'll have a look at this when it comes out. I will be in the market over the summer for a small hatch. However, I just can't see myself as an Audi driver. I hate them on the roads with their stupid twinkling lights. I'll probably end up with multiair powered Mito instead, or, if my other half has anything to do with it, a second hand BMW 1-series coupe I should add that I will be in the target age bracket, as I'm 30 in June lol

13 January 2010

Yep, Noddy & Big Ears.

13 January 2010

Sadly if the latest picture is the way it will look, then I think I have gone off it already. Whatever happened to the corporate styling cues of the original designs. The grill and lights are hideous.

13 January 2010

[quote Autocar]Audi hopes its new A1 will introduce new customers to the brand, which it will then attempt to retain as Audi customers. [/quote] All i can say is where from? Polo? The only customer base I can see being interested in the faux-badge snobbery of the A1 are Mini owners. [quote Autocar]“We’re confident that we’ll be able to delight these customers with the new A1, said Audis sales and marking boss Peter Schwarzenbauer, “so that they will stay with the Audi brand and will later want to drive our larger models.”[/quote] So in the 2/3 year finance agreement period will realise what a piece of over-priced, over-hyped and unreliable mundane little car it actually is and then buy a BMW/Mercedes when it's finished. Don't get me wrong, I like the idea of the A1, but this really is a cynical exercise in marketing by Audi and there is plenty more superior metal out there...including I suspect the new Polo (yes, I'm praising a VW).

R32

13 January 2010

[quote Autocar]Audi hopes its new A1 will introduce new customers to the brand[/quote]

Stop the press - big story!

One would presume that nearly all car manufacturers expect their new models to attract new customers to the brand, so why is this Audi 'revelation' - the whole basis for the article - worthy of a whole news story?

It just smacks of stealth advertising and promotion.

13 January 2010

[quote Mart_J]All i can say is where from? Polo? The only customer base I can see being interested in the faux-badge snobbery of the A1 are Mini owners[/quote]

That is a lot of people worldwide. Don't forget that most people who buy and drive cars are not enthusiasts of motoring ... and have no knowledge of cars. Therefore .... oooh, an Audi .... for £12,000 .... great, where do I sign up?

The talk of the S1 is silliest of all, as of course the car in question already exists .... Seat Ibizia Cupra. 180bhp, 1.4 turbo supercharged and 7 speed DSG. Fast but dull and uninvolving to drive, perfect for an Audi to be driven by PR girls and trainee lawyers.

We on this forum may well hate the idea of this car ... and indeed maybe even hate this car, but Audi does not sell to the likes of us ... remember that. There are only 3 Audi's on sale for enthusiasts, the R8, TT (?!?! maybe) and the RS models. The rest are for badge snobs.

13 January 2010

They're right. Spot on! Since I (25yo) need a small hatchback sometime this summer, for a big European city (narrow streets, no parkings, stressful driving, you name it...) which has a bit of style/flair/soul and doesn't look gay/childish/egg-shaped, I thought of A1. But then, they've "developed" 2d renders and MetroProject Quattro into what we can see behind Justin Timberlake. And it looks really girlish/childish/egg-shaped now. Bah! Where did hardtop, sharp bonnet, inset grille and logo on bonnet go?!?! Just compare spyshots and this: http://images.paultan.org/images/Audi_A1_Sketch_1.jpg So, I guess I'll have to think again about new-male-supermini, if there's such thing.

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