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The Audi A1 is huge in the sense that it is the main test case for the hypothesis that luxury brands can get folks to pay premium prices for a subcompact car not named MINI. And it had better work, because those European emissions standards are murder. Next up: Mercedes and BMW-branded FWD subcompacts, scheduled to hit the Auto Show tour over the next several years.
VW loving hairdressers, your upgrade has arrived.
MEMO TO AUDI: Don’t publicize photos of your vehicle poised to SUA off the upper deck of the big red parking garage.
When I saw the A1 teaser ( http://www.youtube.com/watch?v=9-BFc-fu9i0 ) I thought this might be my next car.
Now that I’ve seen the production model… not a chance. I’m secure in my sexuality, but there are limits.
Why would you buy this over the cheaper VW equivalent?
Not a bad small car. Good job Audi!
I predict just as big of a flop as BMW’s 1-Series. Not a lot of cost savings over the one size up (A4/3-Series), and big compromise in size.
Twotone
The car you’ve just described is the A3, not the A1. Granted, what you said holds pretty true– the A3 isn’t a lot cheaper (and you miss out on options/standard features for those savings) but is smaller. And it has been fairly unsuccessful, though the turbo diesel version has been doing well since introduced.
The A1 is quite a bit smaller, much more Mini sized.
One thing many of those who did not try MINI for themselves seem to miss is how ridiculously spacious it is. I can get comfortable in MINI, but I cannot get comfortable is Infinity G37 or Lexus IS. I reserve my judgement about A1 until I sit in it.
The 1 series doesn’t seem much of a flop to me, considering there’s only two models sold in the US with two large engines it’s doing very well.
Of course Europe is heaving with 5 door 1 series diesels (116d, 118d, 120d and 123d) which I expect will show up here at some point when BMW USA actually want to reduce their fleet MPG.
The 1 series is a pretty solid success. At least in Europe it sells at a similar rate as the 3-series. Don’t see the problem here, A1 should be doing fine.
MR +1. The 1 series and the A1 are designed for Europe, not NA. In Europe the A1 will do well if priced competitively with the Mini. As for NA, I understand they won’t even try to sell it here.
I see two-door ugliness, most probably combined with high prices. What I don’t see is Audi’s success in this class, given the fact that besides the Mini there are viable alternatives to the A1 in Europe, as, e.g., from Peugeot, Citroen, Fiat, not to forget other VW brands.
But let’s wait and see.
I feel like this has the same problem as the current TT – the interior is too boring and conventional for the people who might be interested in this car. It just looks like an A3 with a pop up NAV screen.
They needed to do something wacky and fun. Otherwise, why get this over a Twingo 133 or a 500 Abarth?
You know, I could see myself picking up a base model of the A1 (if I actually fit in the car – what’s wrong with a little bit of greenhaus Audi?) to use as my daily commuter.
But therein lies the problem. Audi won’t sell us a base stick model – it would loaded with leather, sunroofs, power seats, auto transmissions, priced high, and weighed down like an anchor.
What is the point of getting a base model audi? Just get a vw & be done with it.
My wife recently went to look at the a3 & jetta wagon diesel. She asked how one car could be 10k more than the other….I couldn’t help but agree with her.
Why base level? Fundamentally because I despise sunroofs and power seats which steal precious torso length and headroom due to my height. I am also loathe to give up stick. I’m also having a much better quality track record with Audi over VW. I’m taking a VW break for a while. Others will say same difference, but I’m rarely at the shop these days.
This is the whole point of the A1 – premium brand, premium prices, volume costs. In fact, it’s almost the whole point of VW. R&D is capitalised through Audi, profits come from Audi, VW, Seat and Skoda are used to tap different market segments but ultimately contribute little to profit, but great for (common) parts volume.
People (often) know it’s 80% of the same bits under the hood as the cheaper brand in the garage next door, but they are suckered into having the cute rings on the front to show off to their neighbours and colleagues. Kerrching Wolfsburg.
http://www.untitledarchive.com/post_images/6646_fish-monster.jpg
no idea how to post images here so . . . . click the link.