The US is not getting the Audi A1. That is according to Mr Peter Schwarzenbauer who runs Audi’s global sales and marketing division. Previously we reported the same thing about the small premium car but said it would be delayed by a generation. Perhaps we were a little optimistic.
Schwarzenbauer told Autonews that Americans don’t seem to be interested in paying top dollar for a small car, no matter how premium it is. He said the brand is still too new to be taken down market in a place where they are still building their reputation against market leader BMW and Mercedes-Benz.
Audi South Africa has not said anything on the A1 yet but sales of the MINI should encourage them to at least have a serious look. The Audi brand in SA is doing very well as a desired motor brand in a traditional BMW/Mercdes-Benz market. Also, Audi’s plans of becoming the biggest maker of luxury cars by the year 2015 will best be served by cars like the A1.
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