Audi AG is confident that orders for the new A1 subcompact would surpass the 50,000 units that it had planned to make this year. Volkswagen AG's premium brand said that the A1 is designed to appeal to rich young people, a target group that could revitalize the image of the brand. It could also be a way to build loyalty as its consumers buy more luxurious models.
In a statement, Peter Schwarzenbauer, Audi's head of sales and marketing, said that the high demand could lead to orders exceeding the production capacity this year. You may already have seen Audi's advertising campaign online that shows Justin Timberlake trying to sell the car priced at 15,800 euros ($21,200) to fashion-conscious youngsters.
Audi believes that 90% of the customers would be first-time owners of Audi vehicles. Meanwhile, rival Mercedes-Benz had produced the A-class entry-premium compact.
Mercedes-Benz expects that a majority of those who would buy this model are existing Mercedes owners who mean to provide a second, smaller car to spouses or other family members.
The A1, which is based on the VW Polo architecture, isn't likely to be threatened by other premium German brands that actually don't offer a direct competitor.
BMW is represented in this segment by the Mini, which is priced from 16,600 euros in Germany. Meanwhile, Fiat's Alfa Romeo MitTo has an entry price (including tax) that is more than 1,000 euros below that of the A1 in Germany.
Tagged as premium and sporty option in its class, the new Audi A1 boasts of a confident stance on the road, thanks to its distinctive and dynamic nature. Its boasts of an unmistakable silhouette made possible by its pronounced shoulder line, color-contrasted roof arch and its sharply sloping C-pillars.
Its proportions, meanwhile, is defined by impressive dimensions measuring 3.95 meters (12.96 feet) in length, 1.74 meters (5.71 feet) in width, 1.42 meters (4.66 feet) in height. The new A1 also boasts of a wheelbase measuring 2.47 meters (8.10 feet) as complemented by short overhangs.
The emotional, bold and progressive design of the new A1 – closely integrated into Audi’s design language – is distinct in the compact segment. Interestingly, the A1 boosts the brand’s reputation for adopting ideas and innovations from concept cars into series production. In fact, several innovations and features in the new A1 were derived from the 2007 Audi A1 project quattro concept.
Up front, the A1 is unmistakably a part of the Audi family, although it sports a number of distinct accents and elements. For instance, the new A1 features a single-frame grille -- harmoniously integrated into the front section – with angled top corners as well as horizontally arranged braces. These braces, along with the horizontal bars of the large air intakes, help emphasize the width of the new A1. The fog lights are located in the outer corners of these intakes.
Meanwhile, the face of the new Audi A1 is also defined by three-dimensional headlights, which interior is structured by a strongly curved wing, helping the car appear more focused on the road. These headlights are complemented by daytime running lights as standard. When the optional xenon plus units are specified, LED units and a light guide serve as the daytime running lights, appearing as a homogenous strip tracing the wing.