Isn't that exactly what the MINI is? How is this a new segment that hasn't been tapped into already?
MINI = Fuel efficient
MINI = Good materials used all over the car
MINI = starts at almost $20k (we aren't even talking about the S)
I have no doubts that this car will sell very well, the Audi that is. Good looking car, I think it'll look better as a 3 door though.
However, I think MINI drivers are some of the most diverse out there... male, female, very young, old. Not to mention that they are pretty popular at the tracks too. This car is saving our bacon when the economy is doing so bad.