I would say one of the Audi A1 main competitors is the MINI which is beyond one of the most popular small cars, the accessories, customisations and individuality are endless with the MINI. Audi have got some nice options to customise your A1, which isn't seen anywhere else across the other models of the Audi range. obviously trying to keep competition with the likes of the MINI and Fiat 500. But as you expect from Audi, the accessories are tasteful, well made, unique and not too in your face so it doesn't look tacky, as thats not what Audi stand for, as Audi is a premium brand and want to give you the individualisation but in a luxury well made and premium way.
http://www.flickr.com/photos/m25audi/6725114681/
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