Audi 2010 Annual Report Download - page 94

92
Lifestyle
Wherever Daniela
Cañeque parks
her new car
in Barcelona,
someone always immediately stops,
looks and asks. “What kind of car is
that? Do you mind if I take a look?” The
new car is none other than the Audi A1.
They started selling in August 2010.
It’s a unique and exciting car – a real
head-turner.
The Audi A1 is the fi rst premium car
from the Audi brand in this segment.
It combines high-quality materials
and sleek design throughout its
length totaling a mere 3.95 meters.
A coupe-like roofl ine, clear lines and
the optional roof arch in a contrasting
color create a modern look. The Audi A1
is made to appeal to a much younger
target group than the other models.
“We want to use it to reach successful
and technical-minded people between
30 and 40, among others,” said Sandra
Göres, Head of A1 Product Marketing
at AUDI AG. These are sophisticated
trendsetters who see the car as a
symbol of their personality.
Sara Escriu is a television journalist and
anchorwoman at a local TV station in
Barcelona. The 26-year-old works a lot,
exercises every day, and on weekends
she goes out or goes shopping. Her
new car needed to fi t her – and to be
something special. Beautiful, sporty
and unique.
At fi rst she was interested in the
Audi A3. “But it was a little too big
for me,” she said. So she bought the
compact A1 as soon as it came onto
the market – in Misano Red. The color
immediately catches the eye and it
also closely resembles the color of her
favorite soccer club, FC Barcelona. She
also decided to go for the panorama
glass roof and the media style package,
including a radio system with a pop-up
color screen, as well as the LED interior
light package and the connectivity
package with Audi music interface,
Bluetooth interface and an SD card
reader. It’s the perfect car for Sara.
The A1 stands for an active lifestyle,
premium quality and individuality. It
off ers the customer a wide range of
ways to personalize the design of the
car according to his or her personal
wishes. If desired, the seats or air vent
sleeves can be ordered in colors like
titanium gray or wasabi green. It’s a
dream come true for individualists and
people who know what they want.
Marlene del Rey knew immediately
that the A1 was the car for her the very
fi rst time she saw it. Actually, she had
already decided in favor of another
subcompact, but it couldn’t compete
with the quality of the Audi. “The A1
won me over. The elegant design and
the high-quality interior set it apart
from many other cars of this size.”
She ordered her subcompact as an
Ambition model, the sporty version,
and in black, of course, to match her
clothes. Now she just has to wrangle
with her husband Andrés for the
keys on weekends. He’s got an
Audi TT Roadster* himself, but he
doesn’t mind leaving it in the garage
now and then. “I just have a lot of fun
driving the A1. It’s so agile and its
handling is very sporty: You can really
zip around quickly in it,” says Andrés.
A true Audi, after all – the Audi A1.
NELE JUSTUS
Daniela Cañeque
Student, 19 years old
“I’m really proud of my A1. It is my fi rst car and I gave
myself plenty of time when I was choosing. I went
from one dealership to the next with my father and I
looked at all of the cars and took test drives in them.
In the end I simply liked the A1 the best. It’s safe and
sexy. At the same time, Audi stands for good quality.
I picked the Ambition with a 7-speed S tronic dual-
clutch transmission and the navigation system plus with
3D graphics. And I couldn’t do without the Audi sound
system. That gets turned up nice and loud when I’m
on the go. Especially when ‘Alejandro’ by Lady Gaga is
playing – that’s my favorite song.”
O
Fuel consumption and emission fi gures
at the end of the Annual Report
*
Experience the lifestyle of
the Audi A1 at:
www.audi.com/ar2010/a1