It’s only been a couple weeks since Audi officially announced the coming of the new A1, a spunky, compact hatchback jam-packed with all the bells and whistles you’d expect from a car with German thumbprints under the hood and 4 magician’s rings linked together on the grille. It’s an Audi alright, and it’s getting mad love at the Geneva Motor Show.
Just how hot is the new Audi A1? Audi contracted Sony pitchman and Saturday Night Live regular Justin Timberlake to tout the new ride at the Geneva International Motor Show on March 2, 2010. Although Audi did not pay out the extra bucks for Timberlake to write and perform a special A1 In a Box rhyme, they had to have dropped a pretty penny on his appearance.
So what’s the deal with the Audi A1 anyways, you’re asking? Well, it represents Audi’s first leap into the wildly competitive compact class. It’ll be going head to head with the likes of the VW GTI and the Mini Cooper, both well-established hatches with loyal followings.
Of course, the Audi A1 has a few tricks up its cylinder sleeves to differentiate itself from the hatch pack. First, it’s sporty, but it’s also a gas sipper. Audi is claiming that the fuel economy ranges from 43.56 mpg to 61.9 mpg from its 1.6L TDI engine. Plus, it’s got a 7-speed S tronic transmission, is loaded with cutting-edge infotainment technology (Bose audio and a deluxe navi system), and has some of the most original styling to come out of Deutschland in some time. All in all, Audi sees this addition to their stable as a real contender, not an upstart underdog.