When I was 18 years old and had just started my first job, I treated myself to something special. It was at the time, the best 35mm film camera available on the market and it was simply called the Canon A1. The first really expensive treat I ever bought myself, it's now a collectors' item. I learnt a lot about photography with that camera in my hands; I still own it, and I've remained a Canon user to this day.
While it's unlikely that your average Audi A1 buyer will keep their car for 30 years, the German manufacturer is hoping that young buyers looking for a premium brand, entry level compact car, will find theirs a more attractive proposition than vehicles like the Mini or the VW Golf; and that having hooked them with the A1, they'll be so impressed with Audi's offering and stay loyal to the brand.
After a day spent driving the A1, I can tell you that while it may be entry level in terms of affordability, it is most definitely and identifiably an Audi in terms of quality. In addition to the familiar assertive Audi grille and distinctive daytime running lights on the outside, the design and characteristics of the interior equipment are as good as you'd expect in an A5, Q7, R8 or indeed, any other combination of letters and numbers Audi throws your way.
There are the simple things, like the surface of the door handle and steering wheel, which have a pleasant, very slightly cushioned tactile feel. And since the wheel, the door handle and the gear selector are the parts of the car you'll be handling most often, ensuring they make you think ‘hmmm, good quality' is a great place to start building brand reputation. Aimed squarely at young buyers, the A1 also features an infotainment system which the German manufacturer will tell you is way ahead of the competition, and for once, I'm inclined to believe some marketing hype.
Take your pick from navigation system with 3D mapping, bluetooth connectivity with voice activation, music storage through an onboard 20GB hard drive (enough memory to impress your friends with cover art displayed on the 6.5in colour screen) and a Bose surround system with 14 speakers. Yes, 14 speakers. In the fully equipped S line version of the A1, it seems as though every flat surface larger than 10cm square has an implanted speaker.
I travelled for about 20km in the back seats to test them for comfort and was pleasantly surprised to find the music was as good in the back as it was in front. There isn't a lot of cabin noise, and the sound system volume adjusts according to the ambient levels, so top marks for the audio.
Surprisingly, there is enough room to sit in the back if you are six feet tall and there's a similarly sized adult in the front. I wouldn't describe it as ‘spacious' but I've sat on budget international flights in less comfort, so a one- or two-hour journey in the back of an A1 is probably manageable.
Of course if you are driving, the experience needs to be a lot better than manageable and again, Audi has ticked the right boxes. Initially only the 1.4 TFSI turbocharged direct fuel injection engine will be offered in the region, but that's fine because it's the most powerful option available. Producing 150bhp, that force is delivered through a silky smooth seven-speed double clutch gearbox if you choose the S line package, or alternatively a six-speed manual gearbox, though I have my doubts if the manual will ever be made available in the Middle East. Paddle shifters on the steering wheel are available as an option with the seven-speed 'box.
There's an engine start-stop system which kicks in when stationary at traffic lights, switching off the engine to save fuel. It restarts when the clutch is dipped or accelerator pushed, and the system monitors cabin temperature and will restart the engine to operate the air conditioning as needed. Eco-friendly for sure, but it takes some getting used to.
The A1 will cruise all day at highway speeds but if you are going to have fun in this vehicle, you'll want to throw it into a series of fast and furious bends in the knowledge that you'll come out safely on the other side with a grin on your face. In the interests of accurate reporting, I ‘investigated the limits' of the A1's road holding ability and, having reached the point that common sense dictated, I didn't try any harder on public roads, and was impressed. Audi's ESP stabilisation system works in conjunction with electronic braking control to give the car a wonderfully secure feel on the road, with no detectable understeer, at least not at intelligent entry speeds. A McPherson strut based front suspension and torsion beam rear, combined with speed relative power steering input and the vehicle's light weight (starting at just 1,040kg), help to make the spirited driving experience a pleasure.
Brakes are 288mm diameter in the front, 230mm at the rear, with 16, 17 and 18in wheels depending on the options package. ABS comes as standard. As always, the bigger diameters look good, but the smaller ones give a better ride quality — the choice is yours. Tyre pressure monitoring system may be ordered, which is just as well because Audi has specified a ‘tyre mobility system' (puncture foam and compressor to you and me) instead of equipping the car with even a space saver spare tyre. Whether that's a modern solution to an age old problem, or just a new way of saving weight and money, is not for me to say.
From a safety point of view, front seat passengers enjoy protection by front, thorax/side and curtain head airbags, in addition to seat belt tensioning control. Rear seat passengers have side impact airbags.
Enough about the mechanics of the car, what of the appearance? The problem here is knowing where to start. There are colour options for the roof arch, the seats, air conditioning outlet bezels, the centre console, speaker surrounds and armrests. Not to mention options for the rear light patterns. All of which is great for new buyers who want to personalise their vehicles, but you may want to avoid buying a used A1 from a colour blind individual with astonishingly bad taste.
The contrasting coloured roof arch is definitely an A1 trademark, but I thought the solid, single colour cars looked better. It's all a matter of personal taste, and at least with the A1, you have the choice. The overall appearance of the car is excellent, with the sort of tight tolerances and attention to fit lines that you'd expect on more expensive vehicles. Clearly Audi is serious when it comes to impressing their potential new customers.
So, the A1; a good looking car that's reassuring and fun to drive, comes well equipped, is built — in Belgium — to Audi's usual high standards, seats four adults, will impress your neighbours and be economical to run. If you are in the market for a top of the range compact car, and are prepared to wait until early 2011 when it becomes available here, the A1 really has to be on your shortlist.
Despite its diminutive proportions and low kerb weight of just over a tonne, the A1 is made of a cocktail of different types of steel and is incredibly strong.
Specs & rating
- Model: A1
- Engine: 1.4-litre FWD
- Transmission: Seven-speed Stronic
- Max power: 150bhp @ 5,500rpm
- Max torque: 240Nm @ 1,600rpm
- Top speed: 200kph
- 0-100kph: 7.9sec
- Price: TBC
- Plus: Handling, ride, superb audio system
- Minus: Cabin accommodation strength in numbers
