Audi A1 promo refresher – part 2

Here is the second update on the Audi A1 promos. The pic above shows German football stars Bastian Schweinsteiger and Philipp Lahm. The “awesome” Bayern Munich duo are filmed from inside the cabin driving the A1 inside a warehouse. The clip doesn’t give too much detail away, of course, but you can see the door handle and the dash looks like it has a pop-up screen for the navigation and entertainment systems.

Other info in this update shows Audi staffers talking up the A1’s quality and what to expect from the car’s interior design and trim. Later today Audi are scheduled to reveal the detail of the A1’s air vent. Gripping stuff!

The Audi A1: Quality knows no compromise

• The A1 will be the first premium automobile in the compact class
• High-precision body, excellent paint finish and fine interior
• Comprehensive expertise and great care in every detail

Ingolstadt, January 21, 2010 – Uncompromising quality is both an aspiration and an obligation for Audi. The new A1, just like the brand’s other models, is characterized by exquisite attention to the smallest of details; it will set new standards of quality in the compact class. “The A1 will be the first fully-fledged premium automobile in its segment,” says Werner Zimmermann, Head of Quality Assurance at AUDI AG.

“Uncompromising quality is a fundamental value of the Audi brand,” explains Zimmermann. He is responsible for the high standards that apply to every vehicle project at Audi, from development to production and from the suppliers to the customers. “Our brand is venturing into what for us is a new class with the A1,” he adds, “but the smaller size of the vehicle does not mean that the customers expect anything less than they always do from an Audi.”

Evidence of the premium character of the Audi A1 is found in every last detail in the interior – in the selection of the materials, in their processing and in the tight, even gaps. The surface of the instrument panel is softly backed with foam; all buttons and controls move precisely; even the pull handle that unlatches the hood release does so crisply and precisely.

“The body is precision-built; the quality of the paint finish is top-rate,” says Zimmermann. “We even live quality in those areas that are not directly visible to the customer. Only in this way is it possible to achieve that incomparable Audi feeling.”

”Quality is something that you experience with all of your senses; something that you can see, hear, sense and feel,” says Zimmermann. “Reliability and a long service life are an absolute necessity today, but we at Audi have also mastered the art of luxury – the selection of materials and the attention to detail with which we process and assemble them. A perfect overall impression is the sum of many perfect details, and this was also our quality ideal for the A1.”

Wasabi Green: The Audi A1 shows its colors

• Wasabi Green makes for a distinctive accent color
• “We appeal to people who are looking for something new”

Ingolstadt, January 25, 2010 – New colors for a new car. The Audi A1 has been designed with a love for detail that includes its innovative range of colors. For the interior, the designers have come up with something very special: Wasabi Green.

“A completely new car is always an exciting challenge for designers. Naturally, we looked for innovative solutions when it came to materials and colors as well,” said Jana Bonkova, a color and trim designer at Audi.

“Having a wide range of possibilities for individual designs was the most important thing for us, and our objective was to combine the various materials with fresh colors. That’s how we came up with Wasabi Green – after drawing inspiration from trends in architecture, fashion, and the furniture industry.”

Wasabi is a Japanese type of horseradish. It’s a hot spice with a distinctive, green color. “We use wasabi paste for meals to improve the flavor – but only in small amounts,” Bonkova said. “It’s the same with the A1. Wasabi Green is used selectively to create accents, such as in details like seams. We want to use this color to appeal to people who simply want something new and fresh.”

FC Bayern stars test the new Audi A1

• Bastian Schweinsteiger and Philipp Lahm on a secret mission
• National players are thrilled by the design and sportiness of the A1

Ingolstadt, January 28, 2010 – It was a very special kind of secret practice: The two national soccer players Bastian Schweinsteiger and Philipp Lahm had the opportunity to test the Audi A1 to their hearts’ content – strictly shielded from the outside world inside a hall at a secret location. Before them, only the members of the management board and developers of Audi had enjoyed this opportunity. So, the answer to the question of how the small, agile Audi would be received by the Bayern players was being awaited with particularly eager anticipation.

Of course the test drive was intended to pose a sporting challenge to the two soccer stars. Therefore, the Audi Driving Experience had marked out a demanding practice course. No problem for Schweinsteiger and the A1. He handled the tight slalom course with playful ease and only reluctantly handed over the wheel to his team-mate. Philipp Lahm, too, had a lot of fun: “The A1 is small and compact, fantastically holds to the road – it simply handles well. I like it.”

Audi had invited the two players from its partner FC Bayern München to this special test drive. Schweinsteiger and Lahm took advantage of this unusual opportunity to carefully examine the design, equipment and interior of the new model from Ingolstadt. Their unanimous opinion: “A truly sporty car! It’s clearly our favorite for the next season.”

The A1 will be shown on the internet for the first time on Wednesday, February 10th. At the same time, we will offer more photos of Lahm and Schweinsteiger at www.audi-a1-mediaguide.com and simultaneously remove the camouflage from the A1 in the test drive video.

The Audi A1 will make its official world debut at the Geneva Motor Show.