Audi to Exceed Expectations with More than 50,000 Units Sold this Year

The German car manufacturer Audi just declared its confidence in the A1 subcompact model. According to reports from the company, it expects to receive a demand higher than its annual production capacity from Audi customers. The company is slated to produce 50,000 units this year, and it’s anticipating no lower than 100% demand for the vehicle.

The Volkswagen group also said that the premium brand is really designed to appeal to rich people in their 20s or 30s. They’re hoping that this niche would help revitalize the image of Audi. They also hope to establish loyalty from their customers with the release of the A1 compact. To do that, the company is certainly riding on more than just mere optimism.

Aggressive ad campaigns have been made by the company. Online, you’ll see endorser and well-known music celebrity Justin Timberlake trying to sell a car with a price tag of 15,800 euros. This particular model, based on the choice of endorser, is designed for fashion-conscious young people with enough purchasing power.

The focus on youngsters is obvious in Audi’s marketing strategy. The car maker is positive that at least 90% of its customers will be first-time car owners. Meanwhile, Audi’s rival Mercedes-Benz recently produced a Class A entry-level premium compact as well. Unlike Audi, Mercedes-Benz is targeting its pre-existing customers who would want to purchase second cars or smaller vehicles for their family.

The A1 subcompact is based on the Volkswagen Polo’s architecture. Currently, it’s not facing any real threats from rival German car manufacturers. BMW’s latest release in the segment is a Mini which is pegged at 16,600 euros. On the other hand, Fiat’s Alfa Romeo MitTo is at least $1,000 euros cheaper than Germany’s A1.