Tuesday 22nd June 2010

Driven: Audi A1 1.4 TFSI

PH says 'howdy' to the new baby Audi

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Spurred-on by images of Ur-Quattro stickered show cars and loose talk of a potential new rival for the Mini Cooper, PH travelled to Berlin last week with high hopes for the new Audi A1.

We concentrated on the 120hp 1.4 TFSI petrol, which equipped with the VW group's DSG 'S Tronic' gearbox will set you back £16,130 before you start ticking any option boxes. All that puts it in squarely in the same showroom category as the Mini Cooper, but it didn't take many minutes behind the wheel to determine that this new city-sized machine isn't in the same ballpark as the Mini dynamically. It didn't take many more minutes chatting with the German technical team to understand why.

This car is designed to be the lowest-priced stepping-stone into the Audi brand, so why tease new customers with an extrovert dynamic package only to withdraw the privileges when they move up the range? Instead, from the project outset the A1 team was tasked not with the goal of creating a sparky little performer with go-kart like handling, but on concentrating the existing Audi brand attributes into the smallest possible package. Which to be fair, they've done with remarkable success, because if the A1 is good at any one thing, it's being a 'proper' Audi.

The effect starts with the exterior design, which with its wide Audi grille and trademark DLRs, makes an unusually big impression in the rear view mirror for such a little machine. The driving experience is 'bigger' than the exterior dimensions suggest too, with typically Audi-esque steering that's direct and pleasantly weighted, although relatively free of anything approaching feel.

The engine pulls willingly for its size, though we remain unconvinced of the need for DSG in this category (a good driver can match the DSG sprint times with a regular six-speed manual, the project manager admitted, and the 'Spanish' option is typically much more engaging.) The car handles decently enough too, with reasonable roll control on the slightly stiffer (standard for UK cars) suspension that's optional elsewhere in Europe, and a distinct lack of scrabbly understeer when pressing on thanks to the 'torque-vectoring' effect of an automatically-braked inside front wheel. In spite of a firm-ish ride we'd take Audi's claim that the experience is 'sporty' with a pinch of salt, but it's certainly not 'porridgey' either.

Set against that, the A1 offers a grown-up quality that the Mini definitely can't deliver. The A1's elegantly drawn and classily finished interior offers all the design integrity that you expect from the Audi brand, and an experience that really belongs in a class or two above. The designers have managed to incorporate some (ahem) 'youthful' touches like coloured binnacles for the dash vents and centre console that can be switched at the dealer if you get bored by your choices, but even a lurid-sounding pistachio green trim option that we saw looked cool and refreshing. There's none of the 'Playschool' approach to design on offer here.

You won't pay for this 'cut above' approach if you keep things basic with the A1, but Audi is probably right to imagine that many bright young things will be tempted by an options list that includes the full MMI satnav/infotainment system from the new Audi A8 which adds something like £2.5k to your bill. All together now: "Ouch!"

But still, if you're unmoved by the occasionally twee gimmickry of 'retro-themed' rivals like Mini, Alfa Mito or Fiat 500, and the faux avante-gardism of the Citroen DS3 leaves you cold, it could be relatively easy to summon up sufficient enthusiasm for this different approach from Audi. Just maybe not here on PH until the 180hp 'S' version arrives...

[G4HKS]

Saw this at LeMans, it will have the usual Audi brill finish, be interested to see how they price the thing agaisnt the Mini.

[ivantate]

Are Minis really that much? they should really have some LEDs on them if they are.

Looked nice right upto the picture of the silver one (DULL). Clever approach too, given the amount of sportyness already in the market sector.

Should sell ok but might divide the market into portions that are too small to support all of these 2 door expensive small cars. Given that the Polo is good looking, good to drive and got all the options available including 5dr and the GTI spec it will be interesting to see what happens with the sales.

Residuals on the unloved and then loved A2 are still high, cant see this affecting them much as it is just another small car in terms of concept.

[TheRoadWarrior]

I'm trying not to use the words 'Audi' and 'Dull' in a post again... but I just remember seeing the prototype of this at Goodwood FOS last year and thinking WOW!

Looking at those pictures its not so much 'WOW' as 'meh'

[Gizmo!]

Seems like they've made a car for grown-ups. Nothing wrong with that.

(Note sure I agree that the MiTo is retro exactly... just because it has an Alfa grille and round tail-lamps?)

[nsmith1180]

My word its like a Lutonian lady on a night out, the face promises soooo much, but the back end is huge and in inside is nastyness.

[va1o]

I like it, looks like a smart and well built little car. More interesting than a lot of other stuff in that sector. Hope they bring along some faster engines soon, the twincharger 1.4 TSI 180 from the Polo GTI, Ibiza Cupra and Fabia VRs would do nicely in an S1 variant of this new Audi.

[fathomfive]

I like the idea of the A1, not so sure on the execution of it.

I'll wait till I see one in the flesh to properly decide. The silver one, though, has more than a whiff of Seat Ibiza to it.

[flattotheboards]

Is this going to be the next big Tw@t's car? I only ask this because its the cheapest way into an 'Audi' and the young up and coming badge snobs will love it for that alone.

It will probably a good car though.

Edited by flattotheboards on Tuesday 22 June 12:10

[Leicesterdave]

The front end is nice but I cannot get on with that rear end. And engines for now are underpowered. Why didn't they fit the polo GTI engine at launch?!

[tridave]

from the project outset the A1 team was tasked not with the goal of creating a sparky little performer with go-kart like handling, but on concentrating the existing Audi brand attributes into the smallest possible package. Which to be fair, they've done with remarkable success, because if the A1 is good at any one thing, it's being a 'proper' Audi.


I'm going to start dressing my young son in 40 year old style clothes so he can be a 'proper' Audi buyer.

Edited by tridave on Tuesday 22 June 12:20

[Twincam16]

Gizmo! said:

Seems like they've made a car for grown-ups. Nothing wrong with that.

(Note sure I agree that the MiTo is retro exactly... just because it has an Alfa grille and round tail-lamps?)

Not sure. I think they've made a car for spoilt people with more money than sense who see a Polo as being so far beneath them they'd happily pay several grand more for, well, a Polo with a different badge. Weirdly, the Polo started life as the Audi 50 back in 1973 and was identical until VW send Audi upmarket. It seems it's come back.

Also, there's nothing 'faux' about Citroen's avant-garde.

[Twincam16]

Italic Textfrom the project outset the A1 team was tasked not with the goal of creating a sparky little performer with go-kart like handling, but on concentrating the existing Audi brand attributes into the smallest possible package. Which to be fair, they've done with remarkable success, because if the A1 is good at any one thing, it's being a 'proper' Audi.Italic Text

That's the thing though. What is a 'proper Audi'.

To me, it's got to have four-wheel drive technology. However, it seems these days 'Audi brand attributes'...

...

...

I'm sorry, I've just had to be sick.

...

That's got it
...

...any way, 'Audi-ness', seems to boil down to 'generic VAG looks that seem to revolve around an interchangeable grille shape that could be swapped with VW, Seat, Skoda or even Bentley without buggering the design up too much, attached to a generic 'rounded-squarish' shape designed not to offend the largest group of people as possible, a 'quality' interior that still manages to send you to sleep looking at it compared to an Alfa's, and a driving experience as exciting as being injected with surgical painkillers'.

In short, the vehicular equivalent of white noise, Boden Catalogue furniture and Dido.

Why people pay money for anything less than an S3 is beyond me, frankly.

[glazbagun]

I must say I'm quite impressed with this segment these days. The "premium" supermini idea has generally worked quite well.

[Targarama]

Leicesterdave said:

The front end is nice but I cannot get on with that rear end. And engines for now are underpowered. Why didn't they fit the polo GTI engine at launch?!

Because the target market for this car is people downsizing, looking for luxury and comfort mixed with low emissions (tax) and good economy. A proper sporting model will follow, in fact it has been leaked/rumoured in the press already.

[Matt_]

I like it. Interior looks brilliant and will be top quality as with all Audis.

Might consider one next depending on what other engines are eventually released.

[RJDM3]

Lets hope Audi have packaged the car better than mini, for example having a boot that you can actually use.

[c0ldpl4ya]

It is a good looking and probably well built car and Audi will no doubt st alot of them!
quite obviously theyl use the VAG 1.4 TSI in this car eventually such as the ibiza fabia and polo!

[300bhp/ton]

Is it just me, or is this an amazingly, yawn achingly dull car?

Edited by 300bhp/ton on Tuesday 22 June 13:06

[Sir_Dave]

It looked so nice at Le Mans

What a terrible shame that they are aiming it squarely at the type of people that usually buy an Audi, ie a Skoda with a posh badge, as opposed to someone who may actually enjoy their driving a little, ie a BMW.

Mind you, i doubt many Mini owners care what a car drives like either.

[Targarama]

300bhp/ton said:

Is it just me, or is this an amazingly, yawn achingly dull car?

Edited by 300bhp/ton on Tuesday 22 June 13:06

It is just you. OK it isn't groundbreaking, but it isn't dull. Its a slightly more grown up Seat Ibiza. A Focus, Toyota Avensis or base Impreza/Lancer are dull.