Audi really went all out to promote its new A1 at the Geneva Auto Show. Newly-signed brand ambassador Justin Timberlake gave Audi’s press conference star power, drawing one of the largest crowds on media day.
Unfortunately the pop star’s appearance was a little underwhelming in this reporter’s opinion.
Lesson #1: If you’re going to have one of the biggest stars on the planet promoting your brand, don’t stick him in a hole in the wall and out of sight of at least a third of the crowd. Just take a look in the gallery below. JT’s on the big screen, but if you look a bit to the left and squint, you can just about make out his hand holding the microphone.
Lesson #2: If you’re going to have a band set up on stage and you’re bringing in a pop star like JT, people will want to see him sing. They don’t want to see him introduce an alternative rock band from Sweden. Nothing wrong with Torpedo’s performance; they acquitted themselves quite well in fact. Personally, I wouldn’t want to be asked to perform when I’m the second most popular musical act on the stage.
Thankfully, the A1 put in a better performance than its co-star. Audi’s new sub-compact has MINI firmly in its sights. The small car (155.5-inches in length, 97.2-inch wheelbase, 68.5-inches wider and 56-inches tall) comes with four engine options.
Diesel options include two 1.6-liter versions with either 90-hp and 169 ft-lbs of torque or 105-hp and 184 ft-lbs of torque. Gasoline models get either a tiny 1.2-liter TFSI 4-cylinder with 86-hp and 118 ft-lbs of torque or a 1.4-liter TFSI with 122-hp and 147 ft-lbs of torque. Five and six-speed manual transmissions come standard, while a seven-speed dual-clutch automatic is available.
But how does it perform? Let’s ask our man JT:
“It’s … fast. And, um … still an Audi.”
Lesson #3: Don’t let JT ad lib.