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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.

BMW expects China to pass US as its top market in 2013

When you combine two billion citizens, 100 cities with more than a million inhabitants and an economy that's as unrestrained as Jim Cramer on an Adderall binge, China's explosive auto industry growth shouldn't be a huge surprise. Audi already lists the communist country as its largest market, while Mercedes-Benz is expecting it to be there in the next few years. Now, according to a report from Automotive News, BMW is expecting the People's Republic to overtake the United States in sales by the end of 2013.
We already discovered the extent that BMW is going to in establishing a dedicated Chinese stronghold, when we explored BMW's Shanghai-based DesignWorks studio ahead of April's Shanghai Motor Show. And while we argued that DesignWorks Shanghai hasn't really borne fruit, it isn't due to a lack of sales.
BMW China has seen a 16-percent jump in year-over-year sales, lead by a 28-percent gain in 5 Series sales. Part of BMW's growth strategy comes from an ever-expanding dealership network. Remember those 100 cities we mentioned with over one million people? According to Karsten Engel, CEO of BMW's Chinese operations, those 100-million-plus city dwellers don't have access to a premium dealership.

Audi A3 outselling Mercedes CLA 2 to 1 in its first 3 months on sale

The Audi A3 is on fire in US showrooms. Not literally of course, that would be horrible, and the situation we're referring to is a good thing indeed, as the Four Rings has a serious hit on its hands with the compact luxury sedan. Looking at just its first three months on the market, the entry-level model is outselling the Mercedes-Benz CLA-Class by nearly two to one.
The CLA was one of the hottest new cars of last year. Mercedes even called it the company's best launch in 20 years, but it sees as if that early sales performance has not been sustainable. According to Bloomberg, the CLA has seen its sales drop year-over-year in seven of the last eight months, and the new A3 came at just the right time to fill that void.
In June, Mercedes shifted 1,658 CLAs in the US, compared to 2,452 for the A3. The Merc has sold more units so far this year but only because the Audi sedan has only been on sale for three full months. With the two cars being relatively comparable as compact, front-wheel-drive, German luxury sedans, it appears buyers prefer the Four Rings over the Mercedes star, so far at least.