Audi wants a small car for the US market to take on the MINI Cooper

Article by Christian A., on January 22, 2013

Audi is thinking about creating a small car for the U.S. market that has the same size as a Mini, according to a report from Edmunds. In a recent interview, Scott Keogh, Audi of America president, said that the company is focused on the redesigned Audi A1, which is scheduled to start selling in Europe in around four years. Keogh said that the company sees a prime opportunity based on the change in demographics as well as the CAFÉ standards, among other things.

He said that the company will make an in-depth examination of the second generation of the car. CAFE (Corporate Average Fuel Economy) refers to a broad range of U.S fuel economy regulations that all car companies would need to comply with. Specifically, automakers have to raise the combined fuel economy of their vehicles by 4% each year through 2025.

He also said that a shift in the U.S. population will increase the demand for small luxury cars. He believes that the U.S. is “urbanizing dramatically.” He added that plenty of rich people are going back to the cities so they will be viewing smaller car concepts. The present-generation A1 is a high-selling, well-reviewed hatchback offered in Europe. The three-door model started selling in late 2010 while the five-door Sportback was added in late 2011.

This car is mainly targeted at young and wealthy urban buyers. Keogh said that the redesigned five-door model intended for the U.S. market will arrive around 2017 if it gets the green light. The present generation A1 five-door hatchback has a length of 155.6 inches. Meanwhile, the five-door Mini Countryman is 161.3 inches long. On the other hand, the 2013 Ford Focus five-door hatchback is 171.6 inches long.

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