Audi pres says U.S. not ready for A1
Click above for a high-res gallery of the Audi A1 concept
Audi of America President Johan de Nysschen has confirmed what's been assumed since the A1's introduction in Paris: it's not coming to the U.S. At least, not in its current form.
The statement from de Nysschen is hardly a revelation, particularly after Audi CEO Rupert Stadler said as much back in July of last year. However, rumors continued to persist late into 2008, aided by Audi's marketing head, Peter Schwarzenbauer, who said that Audi could benefit from America's increased interest in premium small cars.
According to de Nysschen, the American perception that "small-equals-cheap" is partly to blame, particularly when Audi consulted dealers on what they believed would be the ideal price for the A1. The dealers wanted an MSRP of around $18,000, a far cry from the estimated $25k (euro adjusted) price tag.
De Nysschen admits that, "...not enough people know us yet." So when the public perception of Audi changes, the next generation A1 – due in 2015 – could finally come to the States.
Gallery: Audi A1 Sportback Concept
Gallery: Audi A1 Sportback LIVE
[Source: Automotive News – Sub. Req.]
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_thumbnail.jpg "2011 Audi A8: Live from Miami")
Reader Comments (Page 1 of 3)
Level 3:07PM (2/03/2009)
More like Audi not ready for the US....Every time someone says small luxury oriented cars dont have a market in the US I always look over at the damn mini cooper and wonder???.....
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Throwback 3:58PM (2/03/2009)
agreed also. Mini continues to sell when all other makes are losing sales. That should tell Audi something. The Mini also increases BMW's cafe rating.
zamafir 5:02PM (2/03/2009)
You'd pay mini money for an audi? I can't tell you how many thousands of times we read BMW owners scoffing at the cost of an S5, an A4, anything audi builds on here. I think audi's on to something, they're not BMW, they have reasonable offerings like the A3, which starts not to far off from 25k, which makes this car a tough sell given how closely the golf based cars get to the A3.
I’m disappointed, but I don’t want to feign ignorance to American perception of Audi, which is drastically different than Europe where the A4 just outsold the 3 series and where Audi’s seen most of it’s uninterrupted growth and growing profits the last 14 months now.
Snark 6:01PM (2/03/2009)
The Mini is distinctively styled, cute, and culturally relevant. The Audi is none of those things. Nobody is ever going to say "Awwwwwwwww" when they see an A1. The simple fact is that for a small car to sell well here, it's got to be extraordinary or cheap. The Mini is extraordinary. The Yaris is cheap. The Fit is both extraordinary and cheap. The A1 is expensive and mundane. It would only sell if they could keep it at about $20k while offering something extraordinary, such as a diesel or a hybrid system, which they can't at that price.
Dan 11:06AM (2/09/2009)
Ditto. Audi is full of crap. And in rebuttal to Snark's comments.... Yes, the mini sells well because it is "extraordinary" or "not ordinary." But a performance luxury compact that is not so smiley-happy and is instead sporty-sharp (like the A1 is shaping to be) it would satisfy the market segment that loves the Mini DNA but hates the style (like me).
Yes, I would pay $25k for a more edgy-styled Mini competitor. I'm still waiting for Infiniti to come out with their compact luxury coupe.
Paul 3:09PM (2/03/2009)
Agreed - they do not want to make the sacrifices in profit per unit they would have to make.
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geo.stewart 6:57PM (2/03/2009)
dude, why buy an Audi when you can buy a VW and have the same service costs.
if the Polo comes in at 13K, whats the justification in difference for 25 for an Audi?
$3K for powertrain upgrade, $3K for interior upgrade... what more? $1K for wheels and tires? $20K has to be it.
Hamhock 3:22PM (2/03/2009)
Not enough people know them? Around here, every former IROC driver (or would have driven an IROC if they were of driving age in the 80s) that can't swing a 3 series has an A4....
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filovirus 3:17PM (2/03/2009)
Big mistake. If Audi could get the A1 here before the Alpha MiTo, they could give BMW/Mini a run for their money in the premium small car market.
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Swede 5:29PM (2/03/2009)
You're comparing an Audi to an Alfa-Romeo.
iCameiSawiConquered 3:20PM (2/03/2009)
Having been out of the country living in Paris for the last 7 months, and back to the states, I wholeheartedly agree with this decision. The Euro market and the American market could not be farther apart even post-oil spike. I had completely forgotten how much SUVs and big cars dominate the scene in the states--it almost took my breath away after not seeing it in months. So many empty SUVs driven by soccer moms around the suburbs, and young people/middle class singles driving corollas and civics as the smallest cars they could live with--an A1? Even an A3 seems like a bad business proposition to bring to the states.
There is hardly a change in mentality vis-a-vis small cars in the States, and Audi would be wise to wait much much longer for a possible A1 introduction. It would totally flop. Gas would need to stay at $4 plus for more than 2 months to truly make an impact and change so radically consumer behavior.
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Jakesnake1294 4:15AM (2/04/2009)
After living in Switzerland for the past 2 years, I visited family in Dallas, TX over Christmas. I expected to see a lot of smaller cars on the road due to the recent spike in oil prices.
My first reaction as I pulled onto the freeway in my Chevy Cobalt rental car was claustrophobia. So many massive SUV's and truck lumbering about. Quite intimidating. It was like swimming with whales. If anyone bought a small car, they put it back on the shelf when the oil prices dropped.
My second reaction was humor as I watched a woman spend 5 minutes trying to squeeze her Ford F-250 into a parking place at Target accomplishing it with a 37 point turn. On either side of her were 2 other trucks of similar size who probably had to do the same thing. 5 spaces down, the parking lot was pretty much empty. Heaven forbid she walk an extra 40 feet on a sunny day.
My third was a bit of sadness. For the past 2 years I have been trying to defend the US to my European friends against their stereotype of the typical American as a fat person plowing around in a behemoth juggernaut mobile while simultaneously jabbering away on a cell phone, and shoving a a greasy cheeseburger into their face. I saw very little to prove them wrong. I saw more Hummers than Mini's, and people drove as though valium was mandatory. Hopefully Texas is the exception.
Rob (66droptop) 3:26PM (2/03/2009)
Just bring us the two door A3/S3! We already have the ugly duckling four door version. The two door is the same thing but with sex appeal. Why is it not an option here? It's even available in Mexico, but not the U.S.
Can someone explain why we get the 4 and not the 2? Seriously. Reply and let me know, because it boggles my brain and makes my little grinch heart shrink a few sizes due to how much I want the two door.
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Kumar 3:45PM (2/03/2009)
I can see where it would make sense to bring both 4 and 2 door versions, like the GTI, which it probably the same reason why only the 4 door A3 is offered. Remember, VW brought the 4 door GTI after many people complained, but the A3 and the 4 door GTI compete with eachother in VW/Audi's tiny mind. ;)
The 2 door would work for many people, but the 4 door is definitely more practical as a 'welcome to the brand' car. The 4 doors and hatch are a little more versatile.
In a perfect world, we'd have both, just as we'd have the 5 door 1 series from BMW as well, but I think both companies (along with MB) are too concerned about their imaginary luxury brand status to bother with those of us that want smaller cars from them.
Andrew 3:28PM (2/03/2009)
I think Audi's right. Why? The best selling vehicle in the US is still the F150. As much as people talk about moving to small, fuel efficient vehicles, few people put their money where their mouth is, and the sales numbers prove it.
The other motivating factor is the tax structure that's imposed on europe (or at least the UK, thank you top gear for slightly educating me). The only tax for large vehicles here as far as I know is the gas guzzler tax, which applies to a select amount of vehicles.
Size is the other issue - due to the incredible population density (and roads) in europe, there is a need for small vehicles. Not so much here.
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Andrew 3:57AM (2/04/2009)
There we go again with the myth that Europe is somehow just filled with tiny, Italian streets! You have to watch more Top Gear, or less, I don't know which.
While many old cities in southern Europe do have space issues it does not apply to most other cities in Europe! Even in Rome there are proper, wide streets!
It's not a question of the roads being small, it's a question of price (tax), cost of use (gas price) and practical needs (don't need no F-150).
Harley Cook 3:30PM (2/03/2009)
I think Audi needs to replace their President of America!
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Torrent 3:31PM (2/03/2009)
How the hell can they tell us what we are ready for and what we aren't? Just like Ford Says they won't bring over the Ka because it's "too small".
"Too Small" doesn't stop the ForTwo and MINI from selling, and an A1 and Ka would do great in the U.S, even when gas is lower than usual, because gas will obviously shoot back up, and it's good to be prepared this time.
BUT NO! They can see into the future, and can tell that they won't get one sale.
Dumb move. I hope MINI and Smart get hella sales.
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zamafir 6:36PM (2/03/2009)
Mini posted a bigger decline than VW last month, that's a pretty big reversal of fortunes. Audi's onto something. just as the hummer hype has warn off, so too is the hype of a ridiculously overpriced hatch with sub hyundai interior materials. As opposed to Audi getting in late on the game, as seen with the Q7, they’re actually beating the game. Look for this trend to continue. Audi will continue to increase their sales worldwide by continuing to bring to market profitable cars, as they have the last 14 or so months of uninterrupted worldwide growth.
rypt 6:59PM (2/03/2009)
The A1, along with other cars such as the Polo, Mini, Fit/Jazz, Aygo, Yaris and countless Fiat offerings are perfectly profitable in Europe and Asia