The Audi A1 and BMW 1 Series are not direct rivals, but could easily fall on to the same shortlist. The A1 is a premium-badged rival to the MINI, as well as other small superminis like the Ford Fiesta and Volkswagen Polo. The 1 Series is a larger family car that traditionally takes on the Audi A3, as well as the Mercedes A-Class.
Both cars promise a more refined driving experience than mainstream competitors, as well as better interior quality, and a prestigious badge on the bonnet.
The latest Audi A1 arrived in 2018 as the second generation of Audi's smallest car. It built on the success of the original model by offering a more practical five-door body style and improved interior space, while retaining the premium look and feel that buyers expect from an Audi. The BMW 1 Series has followed a similar path, with the latest fourth-generation model sticking with the front-wheel-drive layout introduced in 2019 to boost interior practicality.
Audi A1 vs BMW 1 Series
Practicality
The Audi A1 is a very practical choice for a small premium hatchback. It offers decent rear passenger space for a supermini, with just enough room for two tall adults in the back. The A1's 335-litre boot is also usefully larger than any 1 Series that has a mild hybrid system, where boot space is just 300 litres. If you don't go for a mild hybrid, however, it is the 1 Series that offers more boot space, at 380 litres.
Both cars feature split-folding rear seats to extend the load space, but the BMW is let down by a narrow boot aperture and the fact that 40/20/40 split-folding seats are a cost-option.
Overall, while the 1 Series is a larger car overall, its advantage in terms of interior space might not be as great as you expect.
Driving Impressions
Despite their prestige badges, both the Audi A1 and BMW 1 Series put driving enjoyment high on the agenda. The BMW has the slight edge for outright thrills, with precise steering and tidy body control that encourages you to make the most of its punchy engine range. Even the entry-level 120 model feels lively, while the flagship M135 is seriously rapid.
The A1 can't match the BMW's handling prowess, but it's still an engaging steer by premium hatchback standards. The ride is well-judged too, feeling composed whether you're pootling around town or cruising on the motorway. A MINI is sharper still, but the Audi strikes a sweet spot between driver appeal and day-to-day usability.
Technology and Equipment
Both Audi and BMW have equipped their small premium hatches with plenty of the latest in-car tech. The A1 gets a 10.3-inch digital instrument display and an 8.8-inch touchscreen infotainment system as standard, with higher trims adding niceties like a larger 10.1-inch screen and wireless phone charging. By supermini standards, it has a very smart cabin indeed.
The 1 Series is, however, a class above here. It beats the A1 for screen sizes, combining a 10.25-inch driver's display with a 10.7-inch central touchscreen running BMW's latest operating system, and it all looks much more modern as well. However, the removal of the brand's trademark iDrive rotary controller makes the system slightly less user-friendly than previous generations.
While the A1 has the edge for simplicity of operation, the BMW counters with classier perceived interior quality and more premium ambiance - if you avoid the entry-level Sport trim. Both cars are generously equipped when you step up through the range, with desirable features like heated seats, parking sensors and LED lights fitted as standard on mid-spec models.
Running Costs
With efficient turbocharged petrol engines and premium badge values that help protect residuals, neither the Audi A1 nor BMW 1 Series should prove too costly to run as upscale small hatches go. The A1's 1.0 and 1.5-litre engines are impressively frugal, with real-world economy of 40-45mpg easily achievable if you resist exploring the performance potential of the range-topping 40 TFSI model.
The 1 Series counters with mild hybrid technology for its 120 and 123 xDrive versions, which boosts official economy to 53.2mpg and 47.9mpg respectively. Although in reality you're unlikely to see figures that high. The rapid M135 is predictably thirstier at around 35mpg.
Insurance costs are reasonable for both cars, with the A1 getting a slight edge by being rated in a lower group than the equivalent 1 Series for some versions. Servicing costs should be fairly similar, too.
Verdict
The Audi A1 and BMW 1 Series both make a strong case for themselves as desirable upscale alternatives to mainstream rivals. The Audi scores well for interior practicality and user-friendly technology, while the BMW hits back with its slightly sharper driving experience and a more premium cabin ambiance if you avoid the basic Sport trim.
Ultimately, your decision may come down to budget or the size of vehicle that you're after. Both will be relatively affordable to run for a premium badge, but as the larger and newer model, it's no surprise that the BMW 1 Series wins this comparison.