Audi's new A1
23rd February, 2010
Audi is introducing a whole new dimension to the
European compact class later this year. It is said to be dynamic and high quality, emotional and
individual. It condenses all of the virtues of the brand down to less than four metres – a design
full of 'character', uncompromising quality and pioneering efficiency technologies. The agile
chassis and powerful engines claim to make the Audi A1 the sportiest car in the segment.
The young customers of the A1 live in major cities and therefore are looking for a vehicle that
is designed for the urban environment. Thanks to its compact dimensions, it is very agile and nimble
in city traffic and offers a high degree of everyday utility.
The interior of the Audi A1 is also sporty and of high quality. Customers can customise numerous
details to tailor the car to their personal tastes. Audi’s latest model has a broad portfolio of
advanced technologies on board; its infotainment system sets new standards in the segment. The A1 is
the first premium automobile in the small compacts class – a true, fully-fledged Audi.
The Audi brand stands for automotive passion. With its agile chassis and powerful engines, the A1
is the sportiest car in its class, and this is readily apparent at first glance. The design is
unique and modern. Styling cues placing the A1 in the Audi family include the side line with the
distinctive roof arch, the coupe-like C-pillars, the large wheel wells and, of course, the front end
with the typical single-frame grille. The bonnet and rear hatch encompass the body; the tail lights
are three-dimensionally moulded and present an unmistakable design, day or night.
The interior: airy and dynamic
The interior of the Audi A1 is spacious and airy. The instrument panel is suggestive of an
airplane wing; its four round air nozzles are reminiscent of the turbines of a jet. The clear
ergonomics and the uncompromisingly high fit and finish typify the Audi brand’s high standards.
Many lovingly designed details in the interior document the premium character of the Audi A1.
In addition to the Attraction and Ambition trim lines, Audi also offers a media style package
focussed on infotainment and the interior design. The innovative materials and modern colours
underscore the character of the new Audi A1. Whether coloured air nozzles, LED interior lights or
seat covers in expressive colours – customisation is an important catchword. The equipment
programme offers countless opportunities for matching the A1 to the driver’s own personal style.
There are even a variety of paint finishes from which to choose for the roof arch. Customers can
order many of these features after the initial sale to follow a trend or a whim.
The available infotainment and multimedia systems available come directly from the luxury class.
The top of the line is MMI navigation plus, a media centre that sets new standards in the compact
segment. From the monitor that rises up out of the instrument panel to the control unit that
follows the MMI logic, it is oriented on the systems found in Audi models in the higher segments.
Based on the concert radio, the connectivity package offers the option of retrofitting an Audi
map-based navigation system – a novelty in the automotive sector. The 465 watt Bose surround
sound system is just one example of the complementary modules available.
Concentrated driving pleasure: the sportiest car in its class
The sporty, agile chassis of the Audi A1 places it at the head of its class. Whether in the
city, on an interurban road or on the highway – the A1 is great fun to drive anywhere thanks to
its sporty set-up, the optimised weight distribution and the very direct steering. The standard
ESP stabilisation system with electronic axle-differential lock makes the handling of the A1
even more sporty and precise, while driving safety is increased even further.
The new A1 also sets new efficiency standards. Audi is sending the new model line into the
fray with four four cylinder engines, with the two TDI and two TFSI petrol engines producing
between 63 kW (86 hp) and 90 kW (122 hp). All of the engines follow the down-sizing principle –
they substitute turbocharging for displacement and draw their fuel through direct injection
All versions of the A1 impress with good fuel economy, with standard cycle values between
3.8 and 5.4 litres per 100 kilometres (provisional values). The 1.6 TDI with 66 kW (90 hp) and
manual transmission emits only 99 g of CO2 per kilometre. All of the engines are equipped with
a recuperation system that allows them to recover energy during braking, and are coupled with
an automatic start-stop system. A new temperature management system with switched water pump
contributes to the low fuel consumption of the 1.2 TFSI.
High-tech and efficiency: the seven-speed S tronic
At Audi, efficiency is always high-tech. The A1 is available with the seven-speed S tronic
transmission. The dual-clutch transmission changes gears extremely quickly, comfortably and
without detectable interruptions in pulling power. It offers both automatic and manual modes,
with paddles on the steering wheel available as an option. It provides for tremendously fun
driving and also further reduces fuel consumption – typical Audi.
The A1 is sporty, powerful and attractive. As a newcomer in the compact segment, it appeals
to a modern customer group – a young, urban, lifestyle-oriented public. A1 customers – many of
whom are expected to be women – are interested in design, music, fashion and sports.
Design and body
- Distinctively progressive, coupe-like design, encompassing shoulder line, large wheel wells,
contrasting custom-look roof arch as an option
- Headlights with characteristic appearance, optional xenon plus with LED daytime running
lights, three-dimensionally styled tail lights
- High-strength body with uncompromising build quality
Interior and equipment
- Dynamic interior design reminiscent of aeronautical engineering
- Top-level fit and finish, modern materials and colours
- Two trim levels and media style package, many very comfortable and sporty features available,
numerous opportunities for customisation
- Latest infotainment technologies, optional retractable MMI display on the instrument panel
- High-performance navigation system with MMI control concept
- Comprehensive options for the connection and playback of mobile phones and portable music media,
- Connectivity package for the later integration of an Audi map-based navigation system
- Bose audio system with LED fibre-optic technology
- Two powerful and efficient TDI and two TFSI engines, all with turbocharging and direct fuel
injection, power output from 63 kW (86 hp) to 90 kW (122 hp)
- All engines with recuperation system and start-stop system; 1.2 TFSI with thermal management
- 1.6 TDI with 66 kW (90 hp) and 77 kW (105 hp) and manual transmission emit as little as 99 g of
CO2 per kilometre (provisional value).
- Optional seven-speed S tronic
- On-board computer with efficiency programme
- Balanced axle load distribution, low total weight
- Sporty chassis with wide track; direct steering ratio
- ESP stabilisation system with electronic front differential lock to bolster the agile