Re: New Audi A1/A2. The Mini Killer?
Ultimate Car Guy said:
If Audi did produce the right A2, then obviously it would take sales off the MINI and grab it's portion of the market. But as for actually outselling the MINI? highly unlikely. The MINI has over 40 years of rich heritage which the new A2 will have to contend with.
BTW, Scott27, are you for real? are you actaully Scott 26 with a new name? or just someone else?
1st: Yes, scott27 = scott26 from CSS
2nd: I doubt there will be much cross-shopping between Mini & A2. Why? Mini is a specific car with a strong character and specific funky retro design. Just like VW Beetle & upcoming Fiat 500. These two cars are direct Mini's competitors. All of them are "statement cars", "image cars". A2 will be much different in design (according to the sketches) - elegant, modern, understated in specific Audi way, etc. And will fit well in Audi model line. But Mini = lifestyle. Mini also offers a great amount of accessories and individual options - and they generate extra profit. I can't see A2 will be marketed like that - as a lifestyle car. I guess it will be - like all Audis - an elegant upscale vehicle with top-notch fit & finish & pronounced sporty character. Nothing excessive like Mini, Beetle or F500. I guess more endangered species are top-end Polos, Clios, 207s, Corsas, Fiestas, Puntos etc. These are direct A2 competitors.
3rd: Mind that MINI production was limited to approx. 200k units per year - now in enlarged factory up to 240k per year (including upcoming Traveller variant, and others). I'm sure there will be much more demand than supply - and that will keep price high.
4th: Also I doubt A2 will be offered globally - like MINI, but will be more limited to European & similar markets. I can't imagine A2 being a success in US or Japan, or China.
5th: I have no doubts A2 will sell well. It will be a hit in Europe, and in Germany I'm sure it will outsell Mini. But globally MINI will still prevail. Especially due more body variants.
6th: The greatest problem in sub-compact segment are profit margins. To justify the project a manufacturer should either mass-produce the car, or sell it at higher price. But to be able that a car should be very special: a good product with a special image - like a neo-retro icon (eg. Mini, Beetle, F500, CV2, etc). And here I have doubts about A2. What will make that car so special to justify high price? Audi badge only? Could be. But will it be enough? I hope they will marketed it well & succeed.
