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Ferdinand Piech (1937-2019): The man who made VW global

Towering among his peers, a giant of the auto industry died Sunday night in Rosenheim/Upper Bavaria, Germany. Ferdinand Piech, a grandson of Ferdinand Porsche, who conceived the original Volkswagen in the 1930s, was the most polarizing automotive executive of our times. And one who brought automotive technology further than anyone else. Ferdinand Porsche had a son, Ferdinand (called "Ferry"), and a daughter, Louise, who married the Viennese lawyer Anton Piech. They gave birth to Ferdinand Piech, and his proximity to two Alfa Romeo sports cars — Porsche had done some work for the Italians — and the "Berlin-Rome-Berlin" race car, developed by Porsche himself, gave birth to Piech's interest in cars. After his teachers in Salzburg told his mother he was "too stupid" to attend school there, Piech, who was open about his dyslexia, was sent to a boarding school in Switzerland. He subsequently moved on to Porsche, where he fixed issues with the 904 race car and did major work on the 911. But his greatest project was the Le Mans-winning 917 race car, developed at breathtaking financial cost. It annihilated the competition, but the family had had enough: Amid growing tension among the four cousins working at Porsche and Piech's uncle Ferry, the family decided to pull every family member, except for Ferry, out of their management positions. Piech started his own consultancy business, where he designed the famous five-cylinder diesel for Mercedes-Benz, but quickly moved on to Audi, first as an engineer and then as CEO, where he set out to transform the dull brand into a technology leader. Piech killed the Wankel engine and hammered out a number of ambitious and sophisticated technologies. Among them: The five-cylinder gasoline engine; Quattro all-wheel drive and Audi's fantastic rally successes; and turbocharging, developed with Fritz Indra, whom Piech recruited from Alpina. The Audi 100/200/5000 became the world's fastest production sedan, thanks to their superior aerodynamics. Piech also launched zinc-coated bodies for longevity — and gave diesel technology a decisive boost with the advent of the fast and ultra-efficient TDI engines. Less known: Piech also decided to put larger gas tanks into cars. Customers loved it. Piech's first-generation Audi V8 was met with derision by competitors; it was too obviously based on the 200/5000.

Audi targeting hipsters with A3 launch parties

Audi is planning quite a shindig for the launch of the A3 sedan, and it only wants young folks to show up. The Four Rings' new entry-level model will begin hitting showrooms later this month, and it is planning a launch party on April 3 at all of its roughly 280 dealers aimed at youthful, influential buyers - hipsters, for lack of a better word.
According to Automotive News, the company has sent a 64-page party-planning guide to its dealers on how to appeal these tastemakers in their late-20s to early-40s. The guide says the audience "should reflect an uncompromising spirit in a generation that refuses to settle or sell out." Audi never specifically uses the h-word in its marketing, which is good because it carries some negative connotations. However, recommendations like serving craft beer and bacon doughnuts and playing indie bands like Chvrches, Empire of the Sun and M83 certainly show that the automaker would love to gain some hipster-cred.
It may seem odd for a free spirits to desire a new Audi, but the carmaker might be playing the long con with these parties. Maybe they can't afford an A3 yet, but the $30,000 compact is likely close enough within their financial reach to at least be realistic. If the brand can appeal to them early, then they could be more likely to come back later when it's affordable.

Buy an Audi, get some free shoes

Audi is preparing to launch its annual Summer of Audi sales event, and while it might be a good time to get your hands on one of the brand's luxury vehicles, it's also a good chance to get your feet in a pair of exclusive Toms shoes. The shoemaker, which is famous for donating a pair of shoes to a person in need as part of its One For One program, plans to donate some 55,000 shoes as part of the Audi program. Here's how it works: anyone that leases or purchases an Audi – new or certified pre-owned – between June 3 and Aug. 4 gets a pair of the limited-edition shoes. Toms then turns around and donates shoes for children in need. "Through Toms One for One giving program Audi will help change the lives of thousands of children in the United States and empower new customers to be a part of this movement," Audi of America marketing director Loren Angelo said. "With Toms, we found a natural partnership. Audi aligns with likeminded companies that challenge the conventions of design and share a passion for progressive ideas." Expect to hear more about this program in the coming days as part of a television campaign featuring both the shoes and the RS7. Until then, check out the limited-edition kicks up top. Audi and TOMS® collaborate for limited-edition shoe designed exclusively for Audi buyers June 03, 2015 | HERNDON, Virginia TOMS One for One® giving program will provide 55,000 shoes to children in need this summer Customers who purchase or lease a vehicle during the Summer of Audi Sales Event will receive a pair of exclusively-designed TOMS iconic Alpargata shoes New Summer of Audi television commercial set to debut nationally Through an exclusive collaboration, Audi and TOMS have designed a limited-edition Alpargata shoe that will be available to Audi buyers during the Summer of Audi Sales Event (http://www.audiusa.com/myaudi/toms-partnership). From June 3 through August 4, customers* who purchase or lease a new or Certified pre-owned Audi vehicle will receive an offer for a pair of exclusively-designed TOMS featuring the four rings. In turn, through TOMS innovative giving program, 55,000 shoes will be donated to children in need. "Through TOMS One for One giving program Audi will help change the lives of thousands of children in the United States and empower new customers to be a part of this movement," said Loren Angelo, Director of Marketing, Audi of America. "With TOMS, we found a natural partnership.