REPORT: Audi could sell A1 in the States
Audi A1 Sportback concept - Click above for high-res image gallery
Luxury marques are betting big on small cars all around the world, and some are even testing the waters here in the good 'ol U.S. of A. Despite the fact that most every small car intended for premium customers in the States has failed dismally in the past, there's reason to believe that tide may be shifting, and automakers have taken notice.
Add Audi into the mix of European car companies interested in dipping a toe in the small car waters. According to a report from Bloomberg, following the undeniable success of rival BMW's Mini brand, Audi may very well engineer its next-gen A1 with U.S. distribution in mind. We've been hearing this rumor for a while now, and it's once again sourced from Audi's head of sales Peter Schwarzenbauer.
The move is seen as another possible way the four-ringed German automaker can reach its goal of outselling BMW and Mercedes-Benz in all markets all three companies compete in, including, obviously, the United States. In order to line up against Mini, Audi's A1 would likely need a price tag that's well under $20,000 – not an easy task with the car expected to sell at a significantly higher price point in Europe.
Gallery: Audi A1 Sportback Concept
[Source: Bloomberg]
Reader Comments (Page 1 of 3)
John 2:04PM (9/16/2009)
Is that a mesh panel over part of the grille? If so, that's an interesting touch.
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Imag 6:42PM (9/16/2009)
Yeah - it's getting kind of absurd. The cars don't need the big grills for cooling anymore, but people like the look of them, so they have to put covers over half the grill to pick up aerodynamic points. The new Mazda smiles are terrible for this; most of the grill is fake.
Rick 10:11AM (9/17/2009)
iMag-since are unaware, behind the grill is the bumper. So the air intake space is the same size, the rest of the grill is cosmetics.
Sofa King Fast! 2:07PM (9/16/2009)
Hell yeah.
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geo.stewart 4:27PM (9/16/2009)
never. happen.
with the Golf and the Polo already under 20K, they would be hard priced to drop this much more than the 16.5K that the Golf commands. typical pricing rules, price 1 size up for lux version. so figure they would need to be in the 17.5-18.5. never happen.
James 3:35PM (9/17/2009)
I dunno...
The current A3 starts at over $25,000,
and many Minis end up going off dealer lots for pretty close to that number.
I think if they could manage a base price of near $21,000, and not go crazy with the option packages, it may actually make sense. Would it have enough appeal to sway Mini buyers? I'd certainly be interested in buying one...
Tourian A5 2:13PM (9/16/2009)
I'd buy one in a heartbeat.
I ain't got no children, I ain't got no big stuff to lug around. This is awesome, with a Diesel please.
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Davin Black 8:58AM (9/17/2009)
Exactly what I was thinking. I absolutely love the look of this
Vision7 2:15PM (9/16/2009)
This could be a really interesting addition to their lineup. It could help them challenge BMW's Mini division here on these shores. Also, it would be really neat to see if they offer the A1 with their signature Quattro system here. I don't think there's a car in that segment with all-wheel-drive and such a vehicle could prove to be pretty fun. I guess, as always, we'll have to wait and see.
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David 6:48PM (9/16/2009)
Suzuki SX4?
Vision7 7:04PM (9/16/2009)
Hmm...that's a good one but I doubt the Suzuki offers the level of luxury, fit-and-finish, etc. that Audi is known for. Nor do I believe the A1 will be playing at the same price point either. So, it would be safe to say that in the very-small-luxury-hatchback class the A1 may stand alone on the all-wheel-drive front.
Kumail 2:17PM (9/16/2009)
should
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BrianFL 2:20PM (9/16/2009)
This is still a gamble with luxury automakers. Yes small cars are catching on but when Americans think small hatchback they think small price too. I personally wouldn't pay over $ 17k for a hatchback. I really don't think Audi is the one that can pull it off either. If any luxury automaker can its Mercedes with thier A and B class. They could market toward the Hollywood fashion type crowd. Think small luxury while being green. The sad thing is though is that to build it with high quality materials and luxury goodies and actually make a profit, they would most likely have to build it in Mexico.
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Dennis DeSilva 2:32PM (9/16/2009)
What does the style of the boot have to do with the price of the car? If you don't like hatchbacks then you don't like hatchbacks, but it should have no bearing on price. The whole time I had a MINI I was wishing it was made by Audi. Love my A3 S-line but I'd be interested in swapping it out for an A1 if it was just as nice and especially if it had quattro.
Doogs 2:56PM (9/16/2009)
Mercedes? Seriously?
The Mini is the success that it is because of a) quirky personality and design and b) taut and spirited handling. The thing really is about as close as you can come to a go-kart on wheels.
Mini (and, for the most part, parent BMW) is all about feeling connected to the road, to what's going on around you. There's a lot of driver involvement. Mercedes is the opposite. All about isolation.
I don't think either is right or wrong, per se, but connectedness lends itself better to smaller platforms, while that sense of isolation works better in larger vehicles. Hence the dominance of the BMW 3-Series on one side, and the Mercedes S-Class on the other.
David 6:54PM (9/16/2009)
Brian, every SUV is also a hatchback in reality. Your rule and thinking are silly!
Some hatchbacks are great cars and worth more than $17.5. Likewise, some $30,000 sedans aren't worth $14,000 (e.g. many of GM's offerings).
You are the type that if a trunk is grafted on, suddenly everything is okay in your eyes. I don't get people like you. Trunks are impractical and generally ruin the look of a car.
fmwso 2:20PM (9/16/2009)
It does look good and just like Vision7 said, if they have this with a Quattro system you have a winner. However, please get rid of these chrome wheels!
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MajorGeek 2:20PM (9/16/2009)
Always liked Audi, they have designs that are subtle and sexy, like Porsche. Seems like their most recent designs are their best ever, this car is no exception.
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zamafir 2:27PM (9/16/2009)
"In order to line up against Mini, Audi's A1 would likely need a price tag that's well under $20,000 "
^.^
www.miniusa.com
build
base msrp
$18,550
that's not 'well under $20,000' and the median mini selling price isn't close to $20,000 either.
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IowaSuby 5:16PM (9/16/2009)
I agree, you can't find a mini with an $18.5k sticker on a lot anywhere so as long as Audi stayed in the low to mid 20s, they'd be fine. After mid 20s you get into A3 territory if people are looking at your entire lineup.
I also think there is a market for a smaller Audi. There are a lot of people I know shopping for small cars that do not have children and would pay more for quality. I could have cheaped out with a GTI but instead purchased an A3 because I like the creature comforts. I think there are a lot of people that would pay higher prices, for a small car, if the quality/creature comforts are there.