Buyer stampede for Audi's A1?

Audi has received 103,000 expressions of interest in its new A1 model -- 3000 more than the number of cars the company can ideally build in a year. And that number is more than double the production plant's capacity to deliver in the first year.

Audi has not even commenced its 'advance sales' program for the A1, but the interest in the new car, assuming it translates to firm sales prospects, has already exceeded the company's production capacity of 50,000 for 2010.

The new model is being manufactured at a facility in Brussels (Belgium) that was the venue for a starting ceremony two days ago. Attending dignitaries included Belgian Prime Minister Yves Leterme, Minister-President of the Brussels Capital Region Charles Picqué, Volkswagen Chairman, Professor Dr. Martin Winterkorn and Audi Chairman, Rupert Stadler.

"The A1 represents an important milestone for our company," stated Stadler. "Firstly, we are charting new territory with the model by launching the first premium vehicle in the subcompact segment. Secondly, the new model will play an important role in helping us to once again reach the record mark of one million vehicles sold in 2010, thus continuing our success story."

Offered initially with a choice of petrol 1.4-litre TFSI four-cylinder or 1.6-litre TDI diesel, the A1 has attracted considerable enthusiasm via the Internet. The company plans to increase production of the car to 80,000 units for 2011 and, subsequently, 100,000 per annum.

"I have never before witnessed such a high level of interest in a new model even before the start of advance sales," Peter Schwarzenbauer was quoted as saying in a press release issued by Audi. Schwarzenbauer is a member of the Board of Management for Marketing and Sales at Audi.

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