Audi targets MINI Cooper S

The Audi A1 Sport is Ingolstadt's answer to the performance oriented MINI Cooper S, a vehicle that has ruled the prestige hot-hatch niche for several years.

Finding a growing number of fans, the MINI Cooper S could soon find its market share is under siege if Audi gets it way.

Propelled by a more powerful twincharged four-cylinder engine (using both turbo and supercharging to increase torque) than its main rival, the Audi A1 Sport will be actively targeting the MINI Cooper S buyers and owners, as Audi Australia's Product Manager, John Roberts explained.

"We've successfully established the A1 in the Australian market and we expect to [take sales from MINI]. In terms of conquests, yes, we will be eating into the MINI share with this new model."

And could the Audi A1 Sport also find favour with disgruntled VW Polo GTI buyers who have been told there's a six to 12 month waiting list for cars? Both cars share the same engine and have similar performance measurements, but Roberts says it's unlikely potential Volkswagen buyers will jump ship.

"We would see the customer of the Polo GTI and Audi A1 Sport as quite different," explained Roberts. 

"We believe that the A1 Sport is a sportier proposition. It has differences to the Polo GTI in terms of wider track and there's a lot of differences in terms of rigidity and more direct steering."

"From the interior it's quite different. The premium fit and finish and feel, and the range of options that you have ... so with the A1 Sport there's a lot of scope there. We have a well-equipped base model, then a lot of possibilities on top with more options, packages and customisations."

Could the Audi A1 Sport experience the same supply and demand pressures that have left Polo GTI customers unhappy in Australia? Roberts says there will be no supply shortfall: "We're well equipped with these models in terms of forecasting and production planning. I don't expect supply to be an issue."

And what about a MINI Cooper S JCW-rivalling Audi S1 model? The idea of an A1 with an all-wheel drive quattro drivetrain and a 160kW power output would certainly have appeal in Australia and Roberts didn't deny its potential.

"We can't confirm anything in terms of if an S1 would come to Australia, but I think there's room in the A1 range for development, in terms of other [sports] variants. We're always looking for the opportunity to expand the range."

Audi Australia's Product Manager left the door slightly ajar for the possibility of an RS1 model when asked about the Porsche 911-slaying Audi A1 Clubsport quattro concept, saying it is "Purely a concept car at this point in time, but it gives people an idea of what's possible with the A1."

Visit the Carsales Network again for details and pricing of the Australian specification Audi A1 Sport.

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