"Small equals cheap' mentality means we won't get Audi A1 in US
Click the A1 Sportback concept for a high res gallery
America may have developed a taste for MINIs over the last several years, but apparently Johan de Nysschen doesn't think it goes far enough. Audi of America president de Nysschen would like to bring the brand's new A1 to the U.S. market, but it doesn't look like Americans are ready yet to pay upwards of $25,000 for a subcompact. MINI dealers might argue with that assessment; especially with John Cooper Works models going out the door at over $30K. Nonetheless, when Audi of America went to its dealers, they were thinking closer to $18,000 as a starting price. de Nysschen believes that Audi needs to establish itself more solidly as a premium brand in the U.S. market before it can dip that low in the market. As a result, we probably won't get the A1 here until the next-generation model in 5-6 years. The status of an electric car that may be based on the A1 remains unknown for the U.S. at this time.
Gallery: Audi A1 Sportback concept
[Source: Automotive News - sub. req'd]
Reader Comments (Page 1 of 1)
Ken 10:31AM (2/04/2009)
Please please send this thing to the US. Small does not equal cheap. Make this thing look like the rock star in the these pictures, quattro, load it with (non-optional) options including these wheels and you can charge low-end A4 prices for it. There is so much room in the US for luxury small cars.
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moogy 11:04AM (2/04/2009)
This just go to show how ignorant some people are in the US. This is a NEEDED car at this point in time. This will help curve the appetite for BIG CARS. Look at what the Mini did and now they are making electric version.. You can still project a high status PERSONA in small cars.
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jim 11:01AM (2/04/2009)
If 25K is the base price rather than a 'well equipped' price then Audi is probably right. You can get out the door with a decently equipped Mini for around $20-21K or you can lard one up to over $30K. A base of 25 means most will carry a sticker of around 28-29.
I'm curious to know how BMW's 1-Series is selling.
Besides the near luxury market maybe dead, a victim of the credit and housing crunches and now the recession.
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why not the LS2LS7? 11:40AM (2/04/2009)
I've seen a few 1-series on the road. But the only model that sells is the 335i, which gets 17/25mpg. Seriously, I'd be shocked of more than 1 on 10 3-series sold in the US is anything but a 335i.
Another thing, the 1-series isn't a small car. It's only a hair over an inch shorter than a 3-series.
MikeW 12:31PM (2/04/2009)
Where are you getting 1" from.
4360mm, 171.6" 1 coupe
4531mm, 178.3" 3 sedan
It is almost 7"
why not the LS2LS7? 11:07PM (2/04/2009)
I made a very bad math error.
The decimal point isn't visible on my screen (and nonsensical, no one uses decimal inches), so I assumed the numbers were in mm, and so when they were 60mm different, I converted that to inches, which is about 2".
But of course, the car is not 171cm long (1710mm) because that's only 5 feet.
My error. And a big one.
Gary 11:39AM (2/04/2009)
But size comes with expectations. I look at smaller cars and think better fuel economy. Sometimes this is true, more often than not though I find they are minimal better (at best) then larger vehicles. Getting a mid size sedan or a small car, both for around the same price and both with about the same mileage and I'm usually going to favor the car with more space.
I have nothing against small cars... to a point. While I think the Smart is a good looking car, my larger civic (hybrid) still easily beats it on mileage and I've got more car between me and whoever is on their cell phone and about to smash into the back of my car. If the Smart got 70 MPGs I might be willing to live with the minimal carrying capacity and potentially lighter weight.
Same with this A1. Give me good MPGs, along with the small size and it's worth a premium to me. Average mileage and I'd probably favor something a bit bigger if I'm going to drop that kind of money.
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why not the LS2LS7? 11:42AM (2/04/2009)
I think this is smart of Audi. It isn't just the "smaller is cheaper" mentality, it's that new cars in general are on hard times right now. Any car that makes its bones on efficiency (as this would) has to compete with vehicles on the used car market too, which all will be a lot cheaper and unless you keep the car 10 years, cheaper in the end to own/drive than this.
People are too price sensitive right now, best to try again in a few years with the economy is better.
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asus 12:40PM (2/04/2009)
Well if they aren't going to bring the small cars here, why don't they at least sell a 4cyl TDI A4? Surely they could get upper 30s low 40s with it. And with the torque I bet it would be a decent performer. Heck, they sold a 1.8t here for a while. Whats with these 6cyl diesels from the germans in the USA? Don't they realize many prius drivers would buy a 40+ mpg a4, 3 series, or C class?
noz 12:37PM (2/04/2009)
For that size, there are far better cars than this giant latte cup holder on 4 wheels.
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UH2L 12:49PM (2/04/2009)
In some ways, the American people are right. Why buy an A1 that gets 32 mpg on the highway with a V6 when you can buy a Camry, Accord, Malibu or even an Impala that gets 30+ mpg on the highway? They offer more space without much sacrifice in fuel economy and they are more practical for more situations, and probably safer too. Weight plays a big factor in safety, but then I also read that the size of the vehicle (adjusting for weight) also has a large impact on safety. VWs/Audis tend to be pretty heavy for their size.
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Throwback 3:13PM (2/04/2009)
It would not surprise me to see Audi change their mind once they start making the new Polo in Mexico. The A1 has to be priced at or below the Mini to sell. The A3 does not sell because it is too space inefficient, the back seat is tight. Also why spend the money when you can get a GTI for less?
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What I'm looking for ... 4:41PM (2/04/2009)
I'll be shopping for a new car in the next 3 months.
Put a TDI diesel in this car and it's EXACTLY what I'm looking for. I want luxury in a compact design. Must be fuel efficient (thus the need for the TDI - around 20 mpg just won't do). Must have 4 doors for the family. Love the hatchback/5th door for errands.
$30K is perfectly acceptable if it meets these standards because there just isn't anything in the US that fills this niche.
My current looking list: A3 TDI (hope it gets here soon!), Honda Fit, Honda Insight, Camry hybrid, Prius, Mazda 3. All of these cars make me sacrifice something.
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Nixon 8:25PM (2/04/2009)
What's up with the Dame Edna headlights?
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davido 9:42AM (2/05/2009)
What Americans aren't ready for is the following:
to spend Audi money for Audi's version of the VW Polo (same platform);
to buy an A1 simply because it's an Audi when far less money will get you as much car (Ford Fiesta, Honda Fit, Mini) and the same money will get a top level version of a somewhat larger car (the new Focus when it arrives, Mazda3, Mini Clubman, Rabbit, Jetta);
when 10% more money will get you an A3, a GTI, a Mazdaspeed3 and any number of really tasty machines.
VW Group's Audi's problem isn't American taste at all. It's that it competes with itself when it offers us good cars in VW guise and better cars in Audi clothing but for MUCH more money. If I can afford 25 large for an A1, I can also simply buy more car for that money and much more car for a bit more. I'll still be buying a relatively small car (I love small cars) but compromising less on utility and performance. And I'm never going to pay more for an Audi badge because the badge doesn't mean any more to me than a VW badge does.
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Phil L. 9:51AM (2/05/2009)
I agree: US auto consumers presume that small cars should be cheap. The result is that Americans aren't traditionally willing to pay a premium price for a premium small car.
I see that changing these days. I won't buy this car for another reason: Audi has a reputation of good engineering, but steep maintenance costs. As one who keeps cars a long time (and I do most of my own car maintenance), Audis tends to scare me off.
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