Audi gears up to Mini market

FIRST DRIVE AUDI A1:The new Audi A1 is one of the most publicised cars coming onto the market – but does it live up to its billing? JACK CARFRAEfinds out

IT MIGHT be Audi’s smallestcar, but it’s difficult to miss the A1. The German firms hatchback is one of the most hyped cars of recent months, thanks to a full-on publicity campaign. Audi even arranged for pop star Justin Timberlake to appear alongside the car at the Geneva Motor Show in March. Add to that the A1’s small proportions and trendy looks, and the company should be onto a winner.

Exact sale dates have yet to be announced, but the A1 should be available in Ireland by the end of this year. Interest at the dealers is strong, even before buyers have had a chance to see the car in the metal.

The increasing appeal of small cars with low running costs and a more affordable price tag than any other car in the range means that the A1 is likely to be popular with younger than usual Audi buyers. The company also reckons that up to 50 per cent of customers will be female.

A quick glance at the A1 tells you that it’s an Audi through and through. The gaping trapezoid grille that houses the four-ringed badge is a trademark of the company, while the slim, frowning headlamps are reminiscent of the firm’s R8 supercar. The rear-end, however, isn’t as pleasing to the eye. It looks like a squashed version of Audi’s A4 Avant.

Not every model will look exactly alike though as owners will be able to customise their A1. The door and roof pillars can be ordered in a number of hues, separate to that of the main body colour. There are also several different combinations available for the interior, with matching fabric on the seats, dashboard and the doors.

Inside, the A1 is just as well built as Audi’s larger cars. The company is known for its top quality cabins and its smallest car is every inch as robust inside.

The staggered dash layout is easy to use and top-of-the-range S Line models are available with Audi’s MMI multimedia system, which includes satellite navigation.

Customers will get a choice of three engines: 1.2- and 1.4-litre TFSI petrol units and a 1.6-litre TDI turbodiesel. The 1.2-litre petrol and the diesel engine are expected to account for the lion’s share of sales due to low running costs.

The diesel returns an impressive 4.0 litres/100km and has emissions of only 105g/km. With 105hp, it isnt short on power, and it will sprint from 0-100km/h in 10.5 seconds. The engine is smooth and punchy, but the five-speed gearbox could do with an extra gear to lower the revs at motorway speeds.

The 1.4-litre TFSI petrol model is the most powerful option for now, with 122 bhp, and it will hit 100km/h in a swift 8.9 seconds. It’s not too thirsty either. The official combined consumption figure is 5.2 litres/100km (5.3 litres/100km if you go for the top-spec S Line version) and this engine is also available with a seven-speed S tronic automatic gearbox.

The smallest engine – the 1.2-litre TFSI petrol – suits the A1 the best. It’s the least powerful, with 85hp, and the slowest, with a 0-100km/h time of 11.7 seconds, but it will still return 5.1 litres/100km and emits 118g/km to sneak into band A for car tax and VRT.

The low power means you need to use more of the throttle more of the time, but it’s a lot more fun as a result.

The A1 handles well, but it’s not particularly exciting to drive. The steering is firm and the ride is comfortable but the Audi isn’t nearly as much fun as the Mini – its biggest rival.

Standard equipment is generous, especially by Audi’s standards. All models come with alloy wheels; a 6.5-inch display screen; a six-speaker MP3 sound system; voice control; air conditioning; electric front windows and mirrors; and numerous electronic driver safety aids.

Since all A1s come with stop-start, an energy-saving regenerative braking system and a gear shift indicator to highlight the most economical time to change up or down, environmentally friendly technology is also high on the agenda. Audi also claims that the basic 1.2-litre A1 is the lightest car in its class at 1,040kg.

Practicality is limited however, as the A1 will only be available as a three-door version when it initially goes on sale.

The 270-litre boot is good for such a small car, but not class leading, as many rivals can swallow more luggage. A five-door model is expected to follow at some point in 2011.

Prices have yet to be confirmed for Ireland, but the A1 will definitely cost less than €20,000 for the entry-level 1.2-litre model. That sort of figure pits the A1 against the Mini, but it’s considerably more expensive than the Fiat 500.

Buyers admire Audi’s no nonsense build quality and upmarket image and now these elements have been wrapped up in a small, cute car with low running costs.

The A1 won’t be the cheapest small car on the market when it arrives at the end of the year, nor will it be the most fun to drive, but it will certainly appeal to the masses.

FACTFILE: 1.2 TFSI:

Engine:1197cc 4-cylinder turbo diesel putting out 105bhp @ 4,800rpm and 160Nm of torque @ 1,500-2,500rpm, front-wheel drive

Performance:0-100km/h in 11.7 seconds

Maximum Speed:180km/h

Fuel Economy:5.1 litres/100km

CO2 emissions:118g/km

Motor Tax Band:A (€104 a year)

Price:A1 range will start sub €20,000 (est)

Available in Ireland:Late 2010