Last month, it looked like Audi was still considering sales of the compact A1 hatchback in the U.S. Spokesmen for the German manufacturer would neither confirm nor deny a decision at the time.
Now a report from the 2009 Geneva Auto Show sounds a little more definite. Speaking with Automotive News, Global Sales and Marketing Chief Peter Schwarzenbauer said that Audi is working on brand awareness right now, so small cars are not a priority.
He went on to say that American consumers aren't ready for small cars with big price tags. As for Mini and Smart, Schwarzenbauer said their volumes are still relatively small. "I'm not so sure yet we really see a trend to small cars in the United States," he said.
billt9 says:
08:43 AM, 03/17/09
Who wants this dinky crap when you can get an Escalade for the same amount of cash?
Americans have to be proud. Get your Escalade today.
Manufacturers are giving into those damned global views and making sedans more European in styling and performance. We need to stand up for our culture in this world where everyone's losing their culture and losing a meaning for life. Get your Escalade today!
hondacura4 says:
09:29 AM, 03/17/09
Billt9, youre probably being sarcastic. If you arent, calm down a bit.
Ive always liked the idea of premium compact/subcompact cars with premium features. Unfortunately our market doesnt care much for them. Id say keep the idea as in the next 3-5 years vehicle needs may change in our market.
In Audis case Im unsure what they were thinking bringing this car here as the A3 hasnt done all that well mainly because of its REDICULOUS pricing. Ive seem quite a few A3s at my local Audi dealer pushing $40K.
If Im going to pay $40K for an Audi its going to be the much larger Audi A4 2.0T S-Line. If I want a cheaper A3 Id simply head to my VW dealer and by a loaded GTi.
dougtheeng says:
09:55 AM, 03/17/09
i'm not sure what sort of sales volume they'd need to bring it over, but it sounds like that MINI/smart volume comment is a bit of smoke and mirrors.
rsholland says:
10:02 AM, 03/17/09
Hmmm... Audi A1 vs. Escalade? Now that's cross-comparison that I would never have considered.
cruiserhead1 says:
10:25 AM, 03/17/09
I think Audi is right not to bring it here. As much as I like the "premium compact" idea, the reality is that if the price is similar then I'll take the sedan over the compact in most cases.
the only reason the Mini goes against that is people are buying its unique style. A1 doesn't have that cache. It's a small A3 and if I had the choice, I'd buck up and get the A3 or save some scratch and get a VW GTI or Jetta (well maybe not the buttugly Jetta).
If Audi had a truly unique and stylish compact, than yeah, people would buy it. A1 is an appeal to practicality and as such, can't compete w/ VW or it's own A3... at least here in the US
cruiserhead1 says:
10:27 AM, 03/17/09
I will add that premium compacts like the FIAT 500 prove my point. They will sell well because they offer emotional appeal in the compact segment.
Otherwise, there are too many competitors that offer more value than just another expensive hatchback.
autoburetor says:
11:02 AM, 03/17/09
I don't think the problem is so much the idea of a premium compact, as much as the design of a hatchback versus a sedan. Hatchbacks here are thought of more as starter cars.
Additionally, the smart fortwo sold nearly 25,000 vehicles in the USA in 2008. Audi sold almost 88,000 vehicles in the USA in 2008. I think the issue is more that Audi is not convinced that their premium compact can be marketed effectively enough to capture that much of a marketshare.
Personally, I'd LOVE a premium compact for my next vehicle. I am not a fan of big vehicles (but I am still a fan of America, oddly enough), and consider fuel economy, drive/ride comfort, reliability, initial cost, and a quiet interior to be my selling points. Is that an especially European outlook on my part?
cruiserhead1 says:
11:07 AM, 03/17/09
I think the premium compact is great. It's what the A3 is, the VW GTI, the A4 used to be, Mini Cooper, etc... I simply feel that people will look at the A1 and clearly see better alternatives as value becomes a larger factor.
altimadude00 says:
04:55 PM, 03/17/09
Why would Americans buy a $40k glorified Rabbit when you can "super size" to a good 'ol American Cadillac CTS for the same money?
And, yes, I know using "glorified Rabbit" isn't entirely accurate.
cwc1 says:
05:52 PM, 03/17/09
"Brand awareness". Puhleeeez. When are these auto companies going to get rid of the toothpaste marketing strategies??? Brand awareness comes with product, product, product, and not with an unbalanced focus on advertising propaganda. I don't care how much advertising shenanigans they pull, I'll buy the vehicle that I like, not the one that they tell me I'm supposed to like!
felonious says:
09:02 AM, 03/18/09
"American consumers aren't ready for small cars with big price tags"
No sh*t? /sarcasm But seriously... it sucks that they took that statement and lopped off the "with big price tags" part to infer that Americans aren't ready for small cars. It's the "big price tags" part that's killing you, A3/A1.
jederino says:
03:12 PM, 03/18/09
I agree. GTI price is reasonable. Order the fourth door, and call it a day. The A3 is too expensive. It looks like a starter car, but costs over 30 large. And it has the same 4-banger!
andres3 says:
03:03 PM, 04/29/09
The GTI has an economical interior (all be it very nice and well put together) compared to the luxurious A3 interior. The A3 is clearly a step above the GTI in interior materials and fit and finish and style. However, the A3 also enjoys a sportier and more fine tuned suspension system (sport suspension), and probably has more use of lighter weight components (aluminum parts and structure).
And back in 2006, Audi did offer BMW-like free maintenance for 50K and a longer warranty than VW (which VW has since corrected).
So by saving a couple grand getting a GTI, you were making a bone headed move in getting a car that is much less well put together, had no quality control like Audi (Audi consistently has had good reliability in CR whereas VW doesn't), and has inferior cheaper materials and suspension. So you pay 2K less, but pay more in maintenance, and then get less of a car.