The Audi A1 Packs Extra Oomph in a Small Package

The Audi marketing machine never sleeps, but it doesn’t show any signs of being tired and uncreative either. In order to promote their smallest offering, the diminutive A1, the Germans have chosen to highlight the fact that the car is packed with all things you would expect from an Audi in a strange, yet fascinating commercial.

Called “Oomph”, the 45-seconds ad is packed with everything you need to sell a citycar: fashion, rock music, adventure and... rabbits in the headlights?!

We aren’t sure on that one, but what Audi is trying to say is that even though this is a small car, it comes with everything you would expect from the German carmaker: customization options, a good sound system, comfort, a navigation system and... rabbits in the headlights?!...God!

Inspired by the Metroproject Quattro from 2007, the all-new A1 is a faithful recreation of its concept predecessor, complete with a squat stance, short overhangs that would make any MINI jealous and four customizable colors for those prominent roof arches. Ten exterior colors are available, along with front and rear LEDs and Xenon headlamps.

Audi’s interior focus is all about customization as well, with available LED lighting, black, grey, beige or "wasabi" green contrasting materials, colored air vents and an optional MMI system with a 6.5-inch screen, 10-speaker, 465-watt Bose audio system, 20 gig harddrive and Bluetooth connectivity.

The A1 is motivated by a choice between a number of gasoline and diesel powerplants, while either a six-speed manual or a seven-speed S tronic (dual clutch) transmission take care of shifting.