A1/S1 Audi A1 Sportback concept: pics & info

[DaSilva]

Motorauthority

I hate those headlights!

 

[Giannis]

 

[Bartek S.]

Audi A1: What's the next big thing?

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[jack]

it seems as if their are definitely going the mini advertisement route.
and if the ghetto graffiti has some truth to it (design wise) then Mini definitely has something to be afraid off. i have to admit that i like the style and knowing audis quality reputation this could become serious.
mini needs to step up with their upcoming facelift.

 

[EnI]

Alfa Romeo also had a youthful funky campaign for the MiTo. It's a standard for premium small cars - targeting the youth(ful) . As it is the usage of internet tools (facebook, youtube, myspace, twitter etc)- And lots of viral / guerrilla marketing. So, it's natural for Audi to go the same way.

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BMW Group are aware of all the new rivals for the MINI, and therefore not standing still. Yet the MINI has sometihng that othgers do not have - iconic BRAND status.

Fiat 500 is still a FIAT, VW Beetle is still a VW, Citroen CV2 / DS3 is still a Citroen etc.

Yet every MINI is still a MINI. It's the power of brand, not just one model.

Sure all the other iconic models (Beetle, F500 etc) and the modern rivals (A1, MiTo) are great and funky cars or iconic models. But what MINI has is a status of being a cult. As a brand. Regardless the model.

I don't think there will be much cross-shopping. Since design language is different (retro-funky vs techno-modern), so it is the message, and so it is the image. Sure the cars are comparable, but nothing else.

MINI is a funky little creature. With all the brand marketing machine behind. Something not true for the rivals.

But I have no doubts A1 & MiTo are fierce& competent rivals. And in many respects better than MINI. But MINI has different appeals.

 

[Yperion]

BMW has had very good ideas, as launch an entire new rang with the 1er (something MB is gonna do also, following them) or buying the MINI brand, but they have copied important ideas too, as every one on this industry, there´s nothing to complain about in this aspect.

Let's not forget that Audi with the A1 was first in that segment...also A2 was a pioneer with it's lightweight construction and low fuel consumption...

Even X1 is more like an "Allroad" type of crossover than a true SUV...

 

[Mr Robert]

Even X1 is more like an "Allroad" type of crossover than a true SUV...

Which in turn is very much a Volvo V70 XC type of vehicle.



And that, in turn, was nothing really new..

 

[SCOTT27]

When I see this teaser it reminds me of this. YouTube - BMW Concept X1: Premiere

Should I be angry?

 

[aleks_16]

When I see this teaser it reminds me of this. YouTube - BMW Concept X1: Premiere

Should I be angry?

Yes you should be angry

 

[EnI]

Should I be angry?

No, flattered.

 

[Centurion]

I don't think there will be much cross-shopping.

You're over estimating the Mini brand. It was just recently revived in 2000 and thus many of the young consumers who drives a Mini now have not grown up with the brand due to it's irrelevancy between 1980-2000 when the brand was basically a relic. The competative advantage of the Mini, was in the past, the tiny foot print. But today, it's size is no different from the average entry level hatchback.

There will be plenty of cross shopping, especially in such a competative segment. Even the 911 isn't immune to cross shoping although there is no direct substituting car.

Audi have off course studies the Mini, 500 and MiTo intently and I'm confident that the A1 will be super cool while the Mini is for people living in the "old-world" Customisation will most likely be high, powered by a monsterous advertising campaign of similar scale to that of the R8.

 

[Mr Robert]

The A1 could be cool but it could just as easily be "just another car". What makes the MINI really special is the drive.

 

[Centurion]

The A1 could be cool but it could just as easily be "just another car". What makes the MINI really special is the drive.

Audi have great engineers and wouldn't have a problem making a car that "special to drive". If Audi successed in greating a mid-engined car that's drooled at as if it's a Ferrari or Lamborghini, then challenging the Mini shouldn't be a problem. No car on the market is immune to competition. The only car on the market that is outright different to anything else, is the 911 but that one too has its challengers.

 

[EnI]

Cent, MINI styling is highly specific. Funky & cartoonish. Not to mention the retro note. Not everybody's taste. Many prefer high-end Polo or high-end Peugeot 207 etc over MINI. Which is also small & not very practical & roomy. A1 will be much larger - therefore more functional. More like MiTo or Polo.

MINI is not "just another entry hatch". Is way too extravagant to be that. It's different. While eg. MiTo is just another alfa, like A1 will be just another Audi - like Polo is just another VW.

Eg. MiTo & A1 vs MINI is such a difference there will be hardly any cross-shopping.

Not to mention the crazy customization options - from themed roof or side mirrors to racing line stickers etc. Various color combinations (body, mirrors, roof). And more. Similar case with F500.

Such customization would look utterly stupid & tacky (rice) on cars like MiTo or A1 since there is no historic base for such customization.

Also what makes MINI special is the go-kart driving feeling - a short wheelbase with wheels put on corners. And beside funky retro & cartoonish styling that's also one of the core MINI trademarks. People buy MINI because it's MINI not because it's an entry hatch. It's useless in this respect.

I doubt A1 will replicate MINI driving sensation - sure they are able to do it, but the car is larger and the overhangs are larger as well. And what is more important - people will still rather go with the original than the copy. Therefore IMO Audi is making A1 to appeal to young females mainly. So the driving sensation is not so important. Perhaps S1 will be different - but that is a car on par with MINI JCW, and quite a rare variant since it's very costly.

At least in Europe - image wise - sporty drivers will go for MINI or MiTo. since Audi still does not have sporty image. Except the S & RS models. But hardly the base ones. Since the MINI & Alfa Romeo brands have much more sporty image cache than Audi. Despite the R8.

Mind the sporty drivers would rather opt for used S3 than new A1. Since be sure S3 will have much more masculine image than S1.

But what I'm sure is that A1 will trash MINI & MiTo in interior quality & fit+finish. So MINI will (I hope) address that with the LCI.




Btw, can somebody move A1 posts from this concept thread to dedicated A1 thread - which is already opened & active in this same section. Thanks.

 

[Mii]

When I see this teaser it reminds me of this. YouTube - BMW Concept X1: Premiere
Should I be angry?

No! BMW had Real car, Audi had Graffitii car.

This video is where the similarity began.

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[PHYBENZ]

 

[Centurion]

Finally.

 

[Bartek S.]

Audi A1 Graffiti Teaser

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[Bartek S.]

 

[Mii]

Official Audi A1 Microsite

Audi A1 Microsite