Audi A1 dripfeed begins

Audi has commenced a staged release of information about its new entry-level car, the A1. To be unveiled online in February and debuted to the public at March's Geneva Motor Show, the new sub-compact premium hatch will be the subject of a 'dripfeed' of information from the German marque over the next 12 weeks or thereabouts.

Audi posted an introduction to the new car on its international media site today. There a statement from Audi worldwide boss, Rupert Stadler, said, in part: "The Audi brand represents a unique passion for cars. A small, bold idea can turn into something big. This is the case with the Audi A1."

Stadler continued: "Its mission is clear: to condense all of Audi's virtues into a car that is less than four meters long. Our goal with the A1 is a bold one: to repeat the success that we have enjoyed with the A3 in the compact segment. With the A1 we're opening another door into the world of premium cars."

Over the second half of January and into Febuary various Audi execs will release information about the car. Key release dates include a video statement from sales and marketing chief, Peter Schwarzenbauer on January 13; and a bevy of announcements thereafter related to design details such as LED headlamps, roof and shoulder line, colour and trim etc, etc. Embargoed test drives of the car (for German media we'd surmise) start in late January [Ed: we can only hope one of the German media breaks Audi's embargo.]

Social media will play a large part in the dissemination of information about the new car. Aimed at a new younger demographic for the brand, the A1 will get Facebook and other Web 2.0 exposure via its own fan page, the Audi YouTube channel, and a new A1 Twitter channel.

As to the substance of the car, the company suggests that it will not simply be a rework of the A1 project quattro and A1 Sportback concept displayed at the 2007 Tokyo and 2008 Paris motor shows respectively... Indeed, Audi says the designs have been "systematically refined ever since". Sounds like rework to us...

Stefan Sielaff, Audi Head of Design is quoted as offering some clues in Audi's pre-release information.

"The new A1 has Audi design in its genes. Like all Audi models, the ratio of greenhouse to body is between 1:3 and 2:3. The front overhang is short, but the wheel wells are pronounced, giving the A1 a wide road stance," Sielaff (pictured right with designer, Dany Garand) proffers.

Audi says its design team has also come up with "something special for the C-pillar" suggesting the "coupé-like silhouette" of the A1 is "clearly different from that of the A3".

It's suggested that in addition to MINI-style cabin accoutrements, Audi may offer a new level of bodywork customisation with the sub-compact.

"Audi is renowned for taking a lot of features of its showcars into series production. The roof arch is a unique characteristic of the Tokyo showcar; there is a certain dynamism in the flow of the A- and C-pillars. An important detail for customisation; that much I can tell you," said Sielaff.

There's also a "surprise" in store regards the A1's treatment of Audi's trademark single-frame front grille, the company promises.

"We'll do something here, maybe with the corners and the width of the grille," Sielaff hints (see video below).

"This will affect the headlights," says Audi. "But more on that in January 2010."

Drip... drip... drip...

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