WHY ‘PREMIUM’ MUST MEAN MORE THAN A PRICE TAG AND A BADGE
THE SECOND-GENERATION Audi A1 aims to bring hitherto unseen levels of luxuriousness to the supermini class, and with it comes a price to match. The subject of this week’s road test (p36), however, does an unconvincing job of hiding the fact that it’s built on mass-produced underpinnings also used by other – far cheaper – Volkswagen Group models. It leaves us wondering why this Audi costs in excess of £5000 more than an equivalent Seat Ibiza – a huge difference at this end of the market. Practically every car built at any kind of volume in every segment shares a bloodline with other models, of course – economies of scale necessitate it. In the case of smaller cars, where margins are slimmer but development costs are just as great, that architecture…