On and off again: Audi CEO says A1 isn’t ready for the U.S.

Back in October 2008, Peter Schwarzenbauer, Audi”s worldwide sales and marketing boss, told Automotive News that the Audi A1 is being reconsidered for the United States. Audi of America President Johan de Nysschen said today that he believes the North American market isn’t ready for a premium subcompact such as the A1.

De Nysschen told Automotive News that the German automaker is “seriously looking” at bringing the A1 to the United States – in six to eight years from now. He said that bringing the A1 here earlier could damage efforts to build brand recognition to make Audi a stronger competitor to its rivals.

The Audi boss said that U.S. dealers have been asking for the A1 for a while now until they found out what it would cost. European sales begin later this year with prices to begin around 20,000 euros ($25,541 USD)

The Audi A1 is a direct competitor of the BMW 1-Series which is currently sold in the U.S.

Audi A1 Sportback Concept: