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.