The A1 is being launched with extremely competitive prices. Prices are just €15,800 for the 1.2 TFSI Attraction, €18,800 with the 77 kW (105 hp) 1.6 TDI and €19,900 with the 1.4 TFSI and S tronic. The markup for the Ambition trim line ranges between €1,250 and €1,400, depending on the model.
Audi offers the A1 in two trim lines. Attraction is the richly appointed, high-character version; Ambition the sporty and dynamic variant. Both lines can be combined with the media style package, which offers attractive infotainment and interior design options. Customers can also purchase features such as the navigation package later, keeping the A1 fresh and attractive for years to come. The LED interior lighting package – available as part of a larger package or separately – provides the interior with tiny highlights.
The Attraction line comes equipped with a number of upscale features – the three-spoke sport steering wheel, a split folding rear seat, the chorus radio, a radio remote-controlled central locking system, power-adjustable side mirrors, power windows and a height-adjustable driver’s seat. Standard safety features include front airbags, thorax/pelvic side airbags and head airbags. Belt force limiters, the integral Audi headrest system and Isofix anchor points for child safety seats in the rear round out the program. A switch to deactivate the passenger airbag is also available upon request.
The Ambition trim line can be identified at a glance thanks to the 16-inch alloy wheels, the fog lights and the highly polished tailpipe of the exhaust system. The driver and passenger sit in sport seats featuring an easy-entry function and lumbar supports, and the passenger seat is also height-adjustable. The shift lever knob, the steering wheel and the parking brake handle are covered in leather; the door sill trims and some parts of the interior sparkle in aluminum look. The Ambition line comes standard with the driver information system, which includes the on-board computer with efficiency program.
The connectivity package includes a Bluetooth interface, the speech dialogue system and navigation system preparation. The next step up is the navigation package, which includes the connectivity package with the navigation function already active. A broad array of infotainment modules ranging from the concert radio to the high-performance MMI navigation plus and the Bose surround system are available independent of these packages.
Audi has developed a new lifestyle-oriented concept of colors and materials for the young, urban public of the A1. If so desired, components such as the seat covers, the air vent housings and the inlays in the doors shine in fresh, expressive colors.
Luxurious: features from the luxury class
Much of the optional equipment that Audi offers for the A1 comes directly from the luxury class. Exterior options include the xenon plus headlights with LED daytime running lights and the LED tail lights.
Audi has devoted a great deal of attention to the aspect of light and visibility. The high-beam assistant detects other vehicles and automatically changes between the high and low beams. The light and rain sensor available separately automatically turns on the low beams and the windshield wipers, if desired. The panoramic sunroof brings light and air into the interior. The convenience key, another innovation in the compact class, can stay in the jacket pocket – the A1 unlocks when the driver pulls the door handle and starts at the push of the start-stop button.
Additional options include an alarm system, heated and folding side mirrors, cruise control, a ski bag, a front center armrest, a storage and luggage compartment package and two different parking aid systems. There are also manual and automatic air conditioning systems, heated front seats, an automatic anti-dazzle rearview mirror and a leather multifunction sport steering wheel, for which optional shift paddles are available in models equipped with the S tronic.
In addition to the individual options, quattro GmbH also offers numerous packages, such as two S line packages, the Audi exclusive line or the black styling package. The Audi exclusive program offers additional suggestions for customizing the exterior and interior of the A1, such as custom leather colors for the steering wheel, the shift lever, the lower center console and the door armrests.
The S line sport package is available for the Ambition trim line. It includes 17-inch or 18-inch cast aluminum wheels, an S line sport suspension, a leather-wrapped steering wheel and sport seats. S line badges on the fenders and door sill trims adorn the body; Audi offers special Daytona Gray pearl effect paint as an option. The interior is in black, with gray stitching and piping providing accents. The sport seats are covered in cloth and leather, with special updates found on the steering wheel and the shift lever knob.
The comfort drive package comprises the storage package, the manual air conditioning, the center armrest and the heated front seats. The competition kit legends interior, to be available somewhat later, offers special decorative bezels for the air vents, the door pull handle, the center console and the rearview mirror. The “plus” version of this package adds leather to the steering wheel, the shift lever and the handbrake handle.
Young and urban: the public for the A1
With the A1, Audi is addressing a public that can be broken down into three groups that all share two major interests – the latest technology and customization.
The first group comprises mostly male 25 to 29-year-olds who are just embarking on their careers. They are young, athletic and predominantly single. They often drive a used car and now want to buy their first new car.
Another group comprises 30 to 40-year-old, upwardly mobile women. They are well educated, live alone or with a partner and are interested in fashion, culture and design.
The third group is made of households that already have one or two cars. In this case, it is the parents or the young adults in the household who will use the A1.
The equipment and data specified in this document refer to the model range offered in Germany. Subject to change without notice; errors and omissions excepted.