Audi A1 2010 Review

Audi A1

Less than 4m long and at this stage offered as a three-door only, the A1 is Audi's unashamed grab for "modern, urban" buyers. For that read: new-to-the-brand buyers, most likely Gen Yers... In getting them young, Audi will attempt to keep them for life.

Asking super-small car shoppers to step up to the price of a prestige offering is a bold move but Audi Australia MD Uwe Hagen says his company expects the new offering will make even better sales than the A3. Local target is around 2000 per annum. This compares to about the same volume for the other sub-compact prestige 'darling' the MINI Cooper S. Though Audi is studiously trying to avoid a public sales stoush there's no doubt that the battlelines have been drawn.

The little A1 has a lot going for it. Pricing at least starts at an attractive point and Audi has refined the already-solid donor (VW Polo) underpinnings for a composed ride which is largely uncommon in its class.

The entry-level Attraction includes 15-inch alloys, cruise control, central locking, light and rain-sensing headlights and wipers and basic aircon (not climate control). In short, however, not much else except the 'standards' expected in this price bracket (and lower) such as power windows and power-adjustable side mirrors.

The standard car doesn't even get a multi-function steering wheel and the armrest/centre console's an optional extra ($250). Trip computer functionality is basic and audio is a simple six-disc player with remote (in the glovebox) 3.5mm AUX setup.  Build quality aside it's all pretty rudimentary.

The Ambition is positioned as the "sporty and dynamic variant" and steps up the goodies -- though not too far. That means bigger (16-inch) wheels, chrome-tip tailpipe, leather-trimmed steering wheel and driver information system (also available as an option for the Attraction model) with efficiency (shift suggestion) program.

Parking sensors ($650 for rear only, $1250 front and rear), climate control ($720) and theft alarm system ($650) are option-fit upgrades on both models. So is leather trim ($2300) but buyers can at least be happy the standard cloth trim choices (black modern weave or beige checker, depending on spec) look stylish and have a high quality feel.

Audi offers a 'Media Centre' which includes Bluetooth, multifunction steering wheel and driver information system, starting at $1800 (Attraction) and $1450 for the Ambition model. Owners requiring Bluetooth -- quite simply a must-have these days -- need to choose one of the (three) media packages.

MECHANICAL

A six-speed manual comes standard or add $2350 for the seven-speed S tronic auto. Auto models feature auto start/stop function. Though S tronic versions of Volkswagen Audi Group engines tend to be more fuel efficient, there's no difference between the A1 variants.

A 1.6 turbodiesel option, rated at 66kW/230Nm, will be available mid-2011, followed by a more powerful 136kW/220Nm petrol engine using supercharging and turbocharging.

Suspension is fairly conventional: MacPherson struts up front; front anti-roll bar and torsion beam rear set-up. Both models (Attraction and Ambition) get 288mm ventilated front discs and 230mm solid rear brake discs.

The Ambition A1 comes with 15-inch alloy wheels in a seven-spoke design; the Attraction gets 16-inch wheels, in the same design. Audi offers half a dozen wheel options, from 15- to 17-inch, on offer for the A1.

The up-spec Ambition also boasts sports suspension. Audi does not detail the differences in setup.

PACKAGING

Allowing owners to individualise their runabout is a clever way to add distinction to what could become Audi's best-selling and therefore most commonly seen model. Rarely are two same-spec/looking MINIs on the road, for example.

Optional roof arches, finished in brushed aluminium for $720, add impact to the hatch's compact contour, however, the body-coloured versions look just as good.

The A1 isn't much narrower (1740mm) than its A3 (1765mm) stablemate but is only 3954mm long, making it comparable size-wise to the DS3 (3948mm long; 1715mm wide). MINI Cooper is shorter (3273mm) and narrower (1683mm) than A1 and DS3 but heavier than both: 1115kg versus the Audi's trim 1090kg.

The A1's styling looks more conservative but also stands to age better than all the little luxe offerings. It doesn't resort to the MINI's gimmickry, for example, or look odd and plasticky like the DS3.

For more packaging details read our international review here.

SAFETY

The A1 was awarded five starts in Euro NCAP testing, scoring well in adult and child protection, and for its safety assist package. True, the A1 is equipped as well as one can expect from the brand (and indeed many others) with electronic stability control, anti-lock braking, electronic brakeforce distribution, traction control and electronic diff lock.

Auto-equipped models come with hill hold assist.

All four seats have head restraints, however, EuroNCAP's report claims whiplash protection was marginal for rear passengers.

COMPETITORS

Audi's "first in-segment" premium claims ignore MINI Cooper, Citroen DS3 and Alfa Romeo MiTo... Strange, considering the first-mentioned is also of German extraction. Suggestions like A1's (optional!) keyless entry being "an innovation in its class" is not entirely correct: see Micra, Fiesta et al, even if they're not included in the top-shelf set.

This is a well-stocked and brutal price zone. Good on Audi for aiming at affordable pricing but worthy Jap and other Euro-badged contenders also line up here.

On highways the hatch is quiet; generally without wind or tyre noise (16-inch shod versions included). In this respect, the A1 is substantially better in terms of noise suppression and refinement than MINI, the DS3 and MiTo.

Even when compared to its donor VW Polo, Audi's compact appears less noisy underfoot; perhaps due to more sound dampening goo. Wheel-to-steering wheel feedback is also better in the A1, feeling less flustered if pushed in corners. Helping its cause is the fact the A1 is wider than the Polo, both body and track-wise.

The A1 performs well in the steering and handling stakes but the 1.4-litre version available at launch can be caught under-powered. That was on 'open' roads, however, and won't be a problem for those after a first-up, luxury runabout confined to the city and suburbs. A hotter version will arrive eventually to keep hot hatch fans happy.

Owners will like Audi's neat interior layout, from door armrests to instrumentation. The brand is lately renowned for comfortable, well-designed cabins and it's good to see (and feel) high quality materials have been applied to the brand's cheapest offering.

Outward vision upfront is good but the thick C-pillar poses difficulties while scoping rearwards.

Likewise, front passenger seating is decent enough but adults will find cramped rear quarters in terms of foot and legroom. There's good headroom towards the rear, however, so it will suit for a few years if needs include transporting children.

We drove manual and auto-equipped versions and recommend going for the S tronic. The 1.4's available power needs a fair bit of interaction and while the six-speed manual is smooth, its shift action is lax. Go for the auto, which with its extra ratio seems to better tap the engine's torque.

As for the A1's other options, wait and see. We're looking forward to the diesel model and a version with more power but in the meantime this initial offering is a good start.

Mod-cons like Bluetooth and keyless entry should be standard-fit at this price. Audi offers the basis of prestige motoring but it's up to buyers to choose how much to pay for certain privileges.

Decide on how much you're willing to spend on must-haves and see which badge matches your offer... There is, after all, a lot of choice in this price range.

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