Currently reading: Audi A1 'will attract new buyers'
New Audi A1 will feature tech from larger models, including Audi A8

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

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iloveaudis 14 January 2010

Re: Audi A1 'will attract new buyers'

The fact that it will not have Quattro makes the A1 irrelevant to me. I think this will be Audi's mistake.

Panoramix 13 January 2010

Re: Audi A1 'will attract new buyers'

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.

Cheltenhamshire 13 January 2010

Re: Audi A1 'will attract new buyers'

Mart_J wrote:
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

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.