![]() Maybe it’s the ripe old BMW versus Audi rivalry, but most media stories leading to the launch of the new car have highlighted the A1’s impending sales battle with the Mini. The Mini, produced by rival BMW, starts at $33,450. If Audi is particularly aggressive with pricing, it’s not unfeasible for the A1 to start just below $30,000. The all-important pricing, along with the spec levels, are yet to be firmed up, but the A1 will obviously go to market in Australia below the entry point of the bigger A3 that is priced around $35,500. Not many A1 sales are anticipated in Bourke and Coober Pedy. The bulk will live in the larger cities and are interested in design, music, fashion and sports. Target buyers are more youthful than usual, core group of 29-39 year old urbanites who might otherwise go shopping elsewhere for their trendy wheels.Īudi Australia suggests that sales here may be evenly divided between the genders. Premium small cars have been a hard sell in Australia in the past but perhaps the timing is right for the A1 with its attractive menu of standard styling, comfort, safety, economy, and badge upmanship. It looks a little off beat without being confronting, and certainly it’s a car capable of attracting new buyers to the German brand.īearing some high-tech gear from the latest flagship A8 limousine, the fuel-efficient front-drive three-door hatch will whoosh in to European showrooms in September, with the Australian launch following in the first quarter of 2011. This is it – the A1 sub-compact hatch that Audi hopes will terrorise the solid-selling Mini from BMW while confirming the motoring world is ready for its first true premium car of this pocket size.Īfter many months of cheeky flashing and some orchestrated leaking of some design elements, Audi launched the A1 in Berlin on Wednesday.
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