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New Audi A1: Marketing a Premium Subcompact: Episode 2 - VIDEO FEATURE


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Peter Schwarzenbauer talks about the market for a premium compact car

Audi moves into subcompact segment for first time with A1

• Schwarzenbauer: “The A1 fulfills the requirements of urban mobility”
• Sales target: 80,000 units in its first full year

Episode 2 in a multi-part video series on the design and production of the new Audi A1



INGOLSTADT - January 20, 2010: The new Audi A1 is the first premium car in the subcompact segment. The agile, sporty Audi is perfect for use in big cities owing to its compact dimensions and its excellent fuel economy. Its wide range of customization options helps its young, urban target group in particular to express their own personal style.

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“The subcompact segment is forecast to grow in Europe by the year 2015 – in Germany alone growth of 30 percent is anticipated. We’re currently expecting to sell 80,000 units of the A1 in its first full year,” says Peter Schwarzenbauer, Member of the Board of Management for Marketing and Sales at AUDI AG. “People who for practical reasons choose a small car want not only the basic functions, but an exciting design and the latest technology as well. With the A1, we’re giving these customers what they want by launching the first premium car in the subcompact segment.”

The new A1 also benefits from innovations taken from larger Audi models, such as the A3 and A8. As well as its state-of-the-art engines, examples of what the A1 has to offer include a start-stop system, brake energy recuperation and an on-board computer with efficiency program. These technologies are complemented by an array of infotainment items which are otherwise only found in luxury-class models. There is also the option of customizing various details of the car.

“The A1, as is only to be expected, is a true Audi through and through with the usual high standards of quality and emotion,” emphasizes Schwarzenbauer. “It’s the perfect entry-level model for young customers in particular. And of course we’re confident that we’ll be able to delight these customers with the new A1 so that they will stay with the Audi brand and will later want to drive our larger models.”

CLICK HERE to go back and watch Episode 1

CLICK HERE to watch Episode 3 - We Light Up the Dark