Given these circumstances and the imminent launch of the A3 Citycarver, the subcompact crossover is going the way of the dodo with a whimper and its tail between the legs. Chief executive officer Markus Duesmann confirmed its cancellation to Düsseldorf-based publication Handelsblatt.
“We have decided not to build the A1 anymore, and there will be no successor model from the Q2 either,” said Duesmann. “We have realigned Audi as a premium brand. We’ll also limit our model range at the bottom and expand it at the top,” which is the right call for the German company.
Audi needs to differentiate itself from Volkswagen a little better than it currently does, right? However, Audi further needs to understand that prospective customers won’t buy into the premium stuff if they’re poorly executed. The e-tron electric crossover produced in Belgium comes to mind, one of the worst electric crossovers of the mid-size segment in terms of driving range (441 kilometers or 274 miles). By comparison, Tesla is rocking up to 533 kilometers (331 miles) from its Model Y Long Range.
Turning our attention back to the Q2, there’s no replacement in sight for the subcompact crossover. The A1 doesn’t have a successor either, and that’s fine because watering down the lineup with undesirable products is the perfect recipe for losing customers. Mercedes-Benz knows it very well.