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Audi A1 buyers spend an average £6,000 on options

Car buyers are spending an average of more than £6,000 above basic list price for the latest German premium supermini.

Audi claims its A1 is already enticing customers to specify generous levels of additional equipment. The option uptake has taken the average trans-action price of the £13,420 hatchback to more than £20,000. 

“Early adopters are always willing to pay more, but this has taken us by surprise. Apart from having a big impact on the average transaction price, the fact that customers want bespoke cars means we are also likely to end up quoting longer lead times,” said Audi UK director Jeremy Hicks.

Sales and orders have overtaken the 5,000 mark. 

Currently, delivery delays are between three and four months on the A1. Audi expects around 18,000 A1 registrations next year.

“Our volume aspirations are not overly ambitious – peak volume for the Mini was around 40,000 units, so we are not going to overcook the sector. The prospects for A1 look very encouraging because supply and demand is pretty well balanced. 

“We’re also delighted that research is showing customer recognition for the car is already at the same level
as every other model we produce,” Hicks said.
On course to top 100,000 registrations this year, the brand’s retail share has risen from 3.64% to 4%.

“We are planning to continue steady growth next year, but this will be more about the quality of our performance and not just volume. 

“My agenda is used cars, which I regard as a huge opportunity. People who specialise in used vehicles want to buy Audi models for resale and our dealer network should be doing this business. 

“The dealers are on course to sell 50,000 used cars this year, but there’s scope for much more growth. We’re now working actively with the leasing companies to buy back our cars from them,” said Hicks.

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