Audi A1 - A big idea, condensed

This case describes the UK launch of the Audi A1, which represented the first time a prestige car brand had produced a small car.

Audi A1 – A big idea, condensed

Principal authors: James Mitchell and Ross Berthinussen, BBHContributing authors: Ida Siow and Daryl Frost, BBH


This paper is the next chapter in Audi's 30-year journey, and the next phase in the evolution of Vorsprung durch Technik1, its prestigious brand philosophy.

In 2010, Audi made a leap that no other major prestige car brand had done: it launched a small car, the Audi A1.

The potential reward was great; recruiting a new audience of Audi buyers. But the risk was just as great – the sacrifice...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands