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Andy_Bangle

Audi to Unveil S1 Hot Hatch at Paris Show

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It's (semi) official; Audi has listed the S1 as one of the cars it will reveal at this month's Paris Motor Show. While Ingolstadt has not yet confirmed any technical details on the go-fast version of the A1 premium supermini, sources state that it will be powered by the same 1.4-litre TSI turbocharged engine found under the hood of the Polo GTi. It is possible that Audi may tweak the four-cylinder unit to produce a few ponies than the 180HP it returns on the VW model.

The S1 will also get the usual performance parts such as larger wheels and wider tyres, upgraded suspension and brake system bits, as well as a styling package similar to the S-Line trim.

The new hot hatch from Audi should go on sale in Europe sometime next year.

What this space for photo's from the show +++

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I'm thinking of getting one of these, so will look forward to seeing some photos.

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Still can't get my head around diluting the S sub-brand with a non-quattro model.

Early leaks had suggested a hybrid with the petrol engine driving the front wheels and the electric motor driving the rear wheels, but I guess that went out of the window when hybrids were dropped from the Audi roadmap.

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It doesn't need quattro to be honest.. when you drive one you will understand!.. it would also add more weight which would defeat the object of it.

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It doesn't need quattro to be honest...

None of the S-models (or even RS-models TBH) need quattro, but it's one of the things that defines an S-model IMHO (all the performance usable all of the time whatever the weather).

I have no problem with the model, but I just don't think they should call it an S1 in this form, I think something like A1 Sport would be more appropriate.

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I can see your point.. makes sense!

Saying that, it does drive rather well ( the 1.4tfsi), and I think they are going to add the silver mirrors, larger profile tyres and wheel arches.. so it should look the biz!

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None of the S-models (or even RS-models TBH) need quattro, but it's one of the things that defines an S-model IMHO (all the performance usable all of the time whatever the weather).

I have no problem with the model, but I just don't think they should call it an S1 in this form, I think something like A1 Sport would be more appropriate.

I honestly don't think Audi care too much. Quattro is a marketing tool these days, as is the S and RS brand. They're going all out for world dominance in the sectors they're in, so what flavours they add of S and RS is almost irrelevant.

Why this? How about the race R8 that's not Quattro - shock horror it's RWD...

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They're going all out for world dominance in the sectors they're in, so what flavours they add of S and RS is almost irrelevant.

That's why I think it's important for someone to give the current Audi management a wake-up call, and it's down to us Audi enthusiasts to do it

A brand is hard to build, but easy to lose.

Short term gain of (low margin) "S1" sales now is not IMHO worth the long term tarnishing of the S sub-brand and consequent diminution of (high margin) S3, S4, S5, S6, S7 & S8 sales.

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Not being funny, Dave, but when did Audi last listen to their enthusiasts...?

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Not being funny, Dave, but when did Audi last listen to their enthusiasts...?

When Audi UK extended the DRC warranty on the RS4 to 5 years/75,000 miles.

When AoA offered a free replacement of DRC components on RS4's up to 5 years old.

When AoA offered free carbon build-up cleaning on RS4s.

In other words, when we made enough fuss.

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That's an interesting one - they're all related to stuff going wrong aren't they.

What I'm saying is that, rightly or wrongly, I'm fairly sure the Audi marketing and strategy bods probably think what they're doing is pushing the company in the direction it should be going.

Personally, I think the mass diversification into a massive number of models is not good, but BMW and Merc are doing exactly the same.

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In other words, when we made enough fuss.

Or, to put it another way, when they realised that they'd sold a substandard product and desperately needed to recover some credibility with their high end customers.

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It's only a fecking badge, would Audi's existing S/RS customers not have bought their cars if they had a different badge on? The car would still be the same.

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It's only a fecking badge

Sadly most research shows that "only a fecking badge" is important.

Other smart phones with the same "look & feel" as the iPhone are available but sell in tiny numbers. Nokia's CEO just lost his job because of his inability to make people buy Nokia's smartphones instead of the iPhone, despite the similarities in "look & feel".

It's a shallow world we live in where quality of design and engineering are unimportant to most people, all they care about is image and street cred.

Anyhow, we've got well off subject.

As I've said in other places, I like the design and engineering behind the A1 and variants, but don't think Audi have taken into account the possible damage to the brand. Remember how much BMW agonised over whether the 1-series should be FWD or RWD? They chose RWD for brand clarity, although I see that they are now considering again a BMW badged Mini based FWD model.

A1 - good (but I did managed to configure an A1 to over £25k on the Audi UK website last week which seems silly).

S1 badged as A1 Sport - good.

S1 badged as S1 - bad.

Just my 2p and I expect there to be many who disagree, but that's fine.

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I take your points on board Dave, but i wouldn't not buy an S1 just because it doesn't have quattro (haldex)

having driven the car, i honestly feel it doesn't need it. In fact, i think it could be more fun without it!

Is it brand dilution?.. yes possibly, but Audi are going down the quality route rather than just the out and out sports route. Their days of audi quattro and rally are all in the past.. they are good memories for the brand but play no real part now.

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You could argue the existence of the A1 at all is a dilution of the Audi brand. I don't think having an S1 variant particularly alters that.

And at least Audi appear to have looked at what would suit an S1 in performance terms rather than deciding it "must" have quattro because it's an S.

It's an interesting (and clearly intentional) strategy of VAG to have such extensive overlap amongst their brands, and I admit it's not one I particularly understand - I can't help thinking the attempt to give the customer more choice within the VAG empire just ends up confusing them.

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Sadly most research shows that "only a fecking badge" is important.

Other smart phones with the same "look & feel" as the iPhone are available but sell in tiny numbers. Nokia's CEO just lost his job because of his inability to make people buy Nokia's smartphones instead of the iPhone, despite the similarities in "look & feel".

It's a shallow world we live in where quality of design and engineering are unimportant to most people, all they care about is image and street cred.

That's probably one of the best posts made about the whole "is Audi a premium brand" thing.

Yes, I know that Garcon and Tipex don't think they are, but the market perception (i.e. those people that buy them) is that they are a premium brand.

As to whether the S1 devalues the brand is a separate issue. The A2 didn't - it's got a massive following and they still sell for strong money. The perception is that the A1 and S1 won't devalue the brand. But Audi could be wrong.

Oh, and so could I... :grin:

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In fact, i think it could be more fun without it!

We could (but I won't) re-open the whole debate about fun vs safety, and quattro vs RWD vs FWD.

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We could (but I won't) re-open the whole debate about fun vs safety, and quattro vs RWD vs FWD.

Yes, I could see how a fwd 1.4 could prove a bit unwieldy for most Audi drivers...

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I think it'd be tough to get objective responses to that on here. Having had a few quattro cars, you do get a massive feeling of grip, but then I do in a BMW as well.

What I'd ber very interested to see would be figures on how many quattro Audis versus BMWs were involved in crashes. If you see what I mean.

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Yes, I could see how a fwd 1.4 could prove a bit unwieldy for most Audi drivers...

:roflmao:

And Subaru drivers. You wouldn't know how to react to understeer. Oh yes, hang on - "LIFT OFF". "NO, FLOOR IT". "SHEEEEEEEEEIIIIIITTT - tankslapper..." :P

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:roflmao:

And Subaru drivers. You wouldn't know how to react to understeer. Oh yes, hang on - "LIFT OFF". "NO, FLOOR IT". "SHEEEEEEEEEIIIIIITTT - tankslapper..." :P

That's because Subaru AWD is set up for performance instead of "safety". :P

Anyway, I've had my share of front and rear drive cars too, thanks... :grin:

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Naaah - you're just a really sh*t driver who needs the reassurance of "performance 4WD" to get you to the shops on a Saturday :P

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Naaah - you're just a really sh*t driver who needs the reassurance of "performance 4WD" to get you to the shops on a Saturday :P

Bah. :P

Although obviously that is inevitably the case for most Audi owners on here who venture from the "security" of quattro and then declare whichever front or rear-drive car they've tried or bought "undriveable"...

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