The Audi A2 was not a sales success. It was perhaps too special, too controversial and too expensive for that. But as a signal model for Audi, it showed that they were serious about "Vorsprung Durch Technik".
It takes more than four rings
Today, an Audi with a transverse engine is a derivative of either the Volkswagen Polo or Golf. If you look closely at the seams of the Audis, you will find that they are built from identical components, and have the same wheelbase and track widths as a similar model from Volkswagen, Skoda or Seat. That doesn't make the Audi a bad car, but - frankly - it's no real Audi, even if the marketing people would have you believe so.
What characterizes a real Audi?
Traditionally, a genuine Audi is equipped with a longitudinal engine, preferably Audi's permanent four-wheel drive Quattro, extensive use of aluminum and an engine option that no - or very few - other cars in the Volkswagen group have the same. New technology makes these characteristics less relevant, and one can wonder where Audi's technical edge will be found in future car models. But that is another matter.
Audi A2 – small car but no electric car
When Audi launched the A2 for the 2000 model year, they had not had a small car in the model range since the Audi 50. Typical Audi characteristics, such as long-spaced engine and permanent four-wheel drive, did not fit in a small car. But the Audi A2 was built in aluminum with a sandwich bottom. It was speculated whether Audi had plans to launch an electric version later, but that did not happen. The same speculation was made when the Mercedes-Benz A-Class was launched, also with a double bottom. Nor was it ever built as an electric car. That Audi chose to build the A2 as a high-built car with a double bottom may have been to be able to compete with the Mercedes-Benz A-class.
Wasn't a sales success
When production stopped in 2005, the project had ended with a loss of an incredible 1,3 billion euros. Audi had hoped to sell 60 cars per year. They almost managed to do that in the peak year of 000, after which sales dropped - a lot. In Norway, 2001 new Audi A504s were registered that year. Was the Audi A2 ahead of its time? Was it too special? Was it too expensive?
In 2002 I made the following considerations
The Audi A2 was on the list of candidates when we were going to buy car-number-two in 2002. At the time, I drove an Audi C4 V6 with automatic transmission and air conditioning. The big Audi was a proper motorway cruiser – German engineering – in every way a real Audi. In my eyes, the Audi A2 was also a real Audi, especially because it was the first regular Audi after the A8 to be built in aluminium. I also found the same "Concert" radio and climate control panel as in my A6. But we didn't choose the Audi A2 – we chose another car from the same premises – the then new Volkswagen Polo mk4. It was significantly cheaper than the A2, had the same engine – 1,4 75HP – automatic transmission and an interior very similar to the interior of the Audi A2, – and perhaps most important of all – the Polo had 5 seats – the A2 only had 4.
Signal model
Economists would probably consider the Audi A2 a flop. Among the public, it became a model that was either loved or hated. The automotive press described the A2 as a model that would prove that Audi's edge lay in technology - in other words serve as a signal model. In the car industry, it is not unusual to launch flagship models, whose task is not to generate a lot of sales revenue, but to help showcase technology and design to promote the sale of other models from the same manufacturer. Most often, signal models figure at the top end of the product spectrum, not the bottom.
A touch of environmental effect
The Audi A2 with 1,4 petrol engine has a net weight without driver of only 895 kg. For comparison, the Volkswagen Polo mk4 with the same engine and automatic transmission weighs 1199 kg. The 4-cylinder 1,4 engine produces a nice sound, but is not particularly economical on petrol in today's eyes. In an attempt to create an environmental car, Audi launched the "3L" (3 liters) which was 40 kg lighter and equipped with a 3-cylinder 1,2 liter TDI 61 HP which should only use 3 liters per 100 km. It worked well. So good that many claim that 3L is the variant that best represents the purpose of the A2 project and thus most worthy of preservation.
Possible future classic
Things that speak for a future classic existence are that the cars are special, controversial and relatively rare. What can be argued against is that the design has withstood the test of time surprisingly well. The lines still live on in other, high-built small cars, such as the BMW i3. The Audi A2 bears no sign of being an old car.
There will be good access to wear parts, but bodywork damage can be difficult to repair. This can result in cars being condemned at an early stage.
Will the A2 get a successor?
In 2011, Audi showed off a concept car they called the A2 Electric, which was obviously inspired by the original A2 model. At this point, the Volkswagen group must have had intentions of allowing the new A2 to use the same drivetrain as the e-Golf. The concept car was shown in the same year that BMW presented its first i3 concept. If the A2 Electric had entered production with the e-Golf powertrain, it could have been a competitor to the BMW i3. But the interest in early electric cars was not as great in Europe as in Norway, which may have contributed to the new A2 being scrapped.
Another concept car that has been tipped to be the A2's successor is Audi Ai-Me which was presented in 2019. Since the concept car is based on the Volkswagen ID.3, it is not inconceivable that Audi will place it at the level of the A3, if it goes into production.
A cross of thought
I initially tried to explain what I put in a real Audi. The properties linked to drivetrains will not be as easily found in new electric cars. Is Audi about to lose its edge in technology and end up like a Volkswagen or Skoda with a giant grill, 4 rings and crazy lighting? Maybe Audi needs a new signaling model?
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