Audi longs to join compact-luxury sedan in U.S., but feels brand isn’t ready yet

Posted: Mar 17, 2009
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Audi executives have been playing the on-and-off again game with the Audi A1 compact car for quite some time now. Back in October 2008, Audi’s sales and marketing boss, Peter Schwarzenbauer, said that the automaker is reconsidering the A1 for the United States.

Now, Schwarzenbauer told Automotive News at the 2009 Geneva Motor Show that while Audi longs to compete with Mercedes-Benz and BMW in the compact luxury segment, the brand isn’t strong enough as of right now to support a car such as the A1 on the stateside.

Schwarzenbauer also ruled out the possibility of other small cars that may be similar to Mercedes-Benz’s Smart ForTwo or BMW’s Mini Cooper models.

He said that Audi is very focused on building its brand awareness in the U.S. and until that takes a firm hold, Audi won’t be doing small cars in the North American market. The Audi A1 will go on sale in Europe in 2010.

Audi A1 Sportback concept:

- By: The Daily Auto Editor


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  • King Ceasar

    No better time than the present w/ the economy the way it is. Altho the 1 Series sales are kind of lackluster (I suspect bc it is too similar to the always big selling 3 series) the TSX is 1 of the few cars w/ sales gains this year.

  • Pat

    i def agree…. i mean what are they waiting for? Until the U.S. sees them as a BMW or Mercedes-Benz? They say that as if their cars were cheaper than their rivals

  • SuccessInaBag

    I have to say, I would love to drive this, I live in the bat area and think it would be perfect for this area which is overrun by A4's and 3 series…….Pleas send us the A1….

  • King Ceasar

    No better time than the present w/ the economy the way it is. Altho the 1 Series sales are kind of lackluster (I suspect bc it is too similar to the always big selling 3 series) the TSX is 1 of the few cars w/ sales gains this year.

  • Pat

    i def agree…. i mean what are they waiting for? Until the U.S. sees them as a BMW or Mercedes-Benz? They say that as if their cars were cheaper than their rivals

  • SuccessInaBag

    I have to say, I would love to drive this, I live in the bat area and think it would be perfect for this area which is overrun by A4's and 3 series…….Pleas send us the A1….