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Audi R8 lines up as safety car for Rolex 24 at Daytona

This weekend a new era begins in American sports car racing with the Rolex 24 at Daytona to kick off the new United SportsCar Championship, the freshly inked union between the Grand Am and American Le Mans Series. There'll be a wide variety of machinery lining up on the grid at the Florida speedway, including race-ready versions of the sports cars you can drive on the road, plus Daytona Prototypes, Le Mans Prototypes and even the DeltaWing. But at the front of the pack will be the Audi R8 5.2 FSI.
That's because Ingolstadt's flagship has been named as the official safety car for this, the 52nd annual Rolex 24 at Daytona. And so the R8 becomes the first pace car pressed into service for the United SportsCar Championship, although the model also paced last year's race (pictured above) when it was under the auspices of the Grand Am series.
The car in question appears to bear little in the way of modifications over the showroom version, save for some requisite graphics and maybe some emergency lighting to make it more visible - because while you wouldn't miss an R8 slicing its way through ordinary traffic on the road, it's another story entirely in a field full of competition machinery. Audi points out that the road-going R8 shares a good 50 percent of its components with the R8 LMS competing in the race, including its 5.2-liter V10 engine that's available this year with a new seven-speed dual-clutch transmission.

2014 Audi S1 Quattro leaks ahead of reveal

Rumors have been swirling that Audi will unveil the next-generation TT at the 2014 Geneva Motor Show, but now it seems as if European hot hatch fans will be getting a car of their own from the German automaker. Images of the S1 Sportback Quattro have leaked out today, giving us our first taste of the real thing after seeing the camouflaged version a few months ago.
Audi may be planning to release official details about the S1 and refreshed A1 tomorrow and debut them publicly in Geneva. The S1 is expected to use the Volkswagen 2.0-liter, turbocharged four-cylinder with about 230hp, all-wheel drive and a choice of six-speed manual or dual-clutch transmission. It is basically supposed to be Golf GTI in a tiny package with all-wheel drive.
While it is highly unlikely we are getting any version of the A1 on these shores, it's always fun to see the cars lucky European enthusiasts enjoy.

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.