Audi Declares A1 is First Premium Segment Compact - Teases Interior [Video]

mmm the seats, gearknob, hinge design are all exactly the same as a Seat Ibiza's.... and probably the Ibiza is much cheaper too :)

"'We will set a new benchmark with the A1. It will be the first, genuine, premium vehicle in its segment,' Zimmerman said, possibly taking a shot at BMW and MINI." Sounds to me that he's saying the A1 will cost more than the 1-series or the MINI.

Ha! The shot they're taking at the Mini seems like an optimistic one, taken in the dark perhaps. I agree with Aleksi and with the article, and I do believe that Audi will make a slightly better-quality car than the Mini. But I've been in a Mini. Does one really need better quality than that in such a little car? At that price point no one cares - which brings me on to Aleksi's point of - will it be the same price point as the Mini? Or will it creep into 1-series territory? But for the love of humanity, Audi, please don't pretend this is the 'first' premium compact. It's like those commenters on rubbish forums who get all excited about their first comment (they subsequently get banned, just a thought). I know the claim is levels of quality never before seen in this class, but again, how much better could it possibly be that you claim it's created a new class of car? And maybe it's just the Germanic nature of this video, but it seems Werner's harping on about lack of interior panel gaps a little bit too much. Like he's overcompensating for something. Is that all he means by premium? Panel gaps? He fails to touch on other premium qualities like equipment, safety, ICE etc - which I'm sure the A1 has in spades. What he does touch on, rather inappropriately, is the handbrake. Heheh.

hahaha a nice bit of advertising talk there :)

maaan..the way he rubs that handbrake...not cool!

A1 is a premium steak sauce. All Audi's are made from VW group's parts bin. It may be considered premium, but is definitely diluted and less authentic.

Pfff, what a bunch of nonsense. Blah blah blah. Yes, I'm sure it's going to be a great little car, but the usual marketing speak is starting to get old, whether it comes from BMW, Audi or Mercedes. Just shut up and let the car speak for itself. I don't need to be told why to buy this car...I'm smart enough to figure that out on my own. People who buy cars based on the nonsense marketing execs spew are either posers or quite stupid.

Let me add, there's no actual substance to what they're saying. Just hot air....

i think the marketing ppl are a little off here. Buyers do not think an A4 is a more premium car than a 3er or C-class, and neither in the A6 vs 5er and E, nor A8 vs 7er and S. Audi is never a premium compare to its german competitors. Audi itself don't market these cars are more of a premium. buyers get a audi for it quattro, etc etc. not because it seems to be a premium car. stop fooling yourself audi.

Didn't Audi tried it before with their A2? (1999-2005) That wasn't a success, so what's different here?

the A2 was designed to compete against the Merc A-class. I think the A2 would be a success now- it was released at a time when small economical cars werent so popular, priorities were different. Now I think if the A2 returned it could succeed

It's based on a VW polo so it will not drive as well as the mini. It will sell because of the brand and because it will look good, but it's just a VW polo (not a golf like some are saying here, that's the A3).

Frankly, I think Audi is over-hyping the A1. Sure, it might be a great city car, and will offer some degree of quality (many users emphasized the VW parts bin from where all brands take what they find), but I think people will have wild expectations when it will finally be unveiled, and won't even be impressed with the final product. time will tell though if it will actually be any good.