It’s being called the Next Big Audi by the marketing gurus, and for the German luxury brand, the arrival of the A1 is certainly a big event. But that doesn’t make the Polo-sized three-door hatchback a big car. Instead, its relying on the cute factor, its premium positioning – and the increasing trend favouring smaller cars – for sales success. Fortunately, that’s not all the A1 has to offer. By DEON SCHOEMAN.
The A2 may have been ahead of its time, because it pre-empted the market’s appetite for small, advanced and eco-friendlier cars by at least a decade. But with hindsight, the cost of its eventual failure could be considered as school fees for Audi’s second small car attempt. And this time, the new small Audi does appear to be destined for success.
For starters, let’s confirm that the A1 feels every inch an Audi – and nothing like the Volkswagen Polo it shares some underpinnings with. But that’s not really a surprise, after all an A3 doesn’t feel like a Golf either.
Driving the A1 is to be presented with that typically solid, engaging dynamic experience that’s dictated by the Four Rings’ hatchback DNA. Which means it feels like a scaled-down A3 and not like a Polo clone. And of course, the design is unmistakably Audi.
That the A1 attracts a lot of attention is a good sign. And it certainly turns heads, although the novelty factor also plays a role, for now. Besides, this smallest Audi is not pretty in the conventional sense of the word.
To my mind, the best perspective is from the front, where the big, single-frame grille and LED daytime running lights emphatically confirm the hatchback’s Audi identity. But at the rear, the execution is a little more avant garde – even controversial – thanks to a tailgate with an unusual overbite, and tail light clusters that stand proud from the metalwork.
Somehow, that rear makes the A1 look a little old-fashioned. Add the shorter, almost squashed dimensions, and the result can be awkward and even dumpy from some angles. But it’s also eye-catching, especially when the arced roofline is emphasised by the optional pillars in a contrasting hue.
The A2 may have been ahead of its time, because it pre-empted the market’s appetite for small, advanced and eco-friendlier cars by at least a decade. But with hindsight, the cost of its eventual failure could be considered as school fees for Audi’s second small car attempt. And this time, the new small Audi does appear to be destined for success.
For starters, let’s confirm that the A1 feels every inch an Audi – and nothing like the Volkswagen Polo it shares some underpinnings with. But that’s not really a surprise, after all an A3 doesn’t feel like a Golf either.
Driving the A1 is to be presented with that typically solid, engaging dynamic experience that’s dictated by the Four Rings’ hatchback DNA. Which means it feels like a scaled-down A3 and not like a Polo clone. And of course, the design is unmistakably Audi.
That the A1 attracts a lot of attention is a good sign. And it certainly turns heads, although the novelty factor also plays a role, for now. Besides, this smallest Audi is not pretty in the conventional sense of the word.
To my mind, the best perspective is from the front, where the big, single-frame grille and LED daytime running lights emphatically confirm the hatchback’s Audi identity. But at the rear, the execution is a little more avant garde – even controversial – thanks to a tailgate with an unusual overbite, and tail light clusters that stand proud from the metalwork.
Somehow, that rear makes the A1 look a little old-fashioned. Add the shorter, almost squashed dimensions, and the result can be awkward and even dumpy from some angles. But it’s also eye-catching, especially when the arced roofline is emphasised by the optional pillars in a contrasting hue.
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