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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.

Audi entices enthusiasts with manual option for the 2017 A4

When we first drove the 2016 Audi A4, newly redesigned although cosmetically very similar to its predecessor, much was improved but there was no hint of a manual transmission option. For the 2016 model year, you could have any gearbox you wanted as long as it was a seven-speed dual-clutch automatic. For some reason, despite low take rates for manual gearboxes across the board, Audi is stepping up for enthusiasts and offering a six-speed manual. Equally auspicious is the fact that this manual won't be resigned to some non-enthusiast variant, like the front-wheel drive model. The six-speed will be exclusively offered in the Quattro all-wheel drive version with the 252-horsepower version of the 2.0-liter TFSI engine, rather than the 190-hp Ultra variant which utilizes the Miller cycle and is more fuel-economy oriented. There's also an available Sport Plus package that's exclusive to the manual model that adds some previously S4-exclusive bits to the mix, which is further catnip to Audi gearheads. Those S4-derived parts are dynamic steering and sport adaptive suspension, which drops the ride height a bit, too. The rest of the Sport Plus package includes a sporty flat-bottomed steering wheel, 18-inch split-spoke wheels, available Daytona Grey paint, sport seats, and some brushed aluminum interior trim. Best of all, the manual is a no-cost option, and so prices for each trim are the same across the line. In the entry-level Premium trim, the 2017 A4 manual will start at $40,350 and goes on sale this fall. Related Video: Featured Gallery 2017 Audi A4: First Drive View 33 Photos Audi Performance Sedan quattro

2016 Technology of the Year Finalist: Audi Virtual Cockpit

The heart of most infotainment systems is a touchscreen in the center console. In many systems, some information can be sent to the gauge cluster in slightly redacted form – stripped-down navigation commands, basic audio info, that sort of thing. To get the full story, the driver has to take their eyes off the road and look to the middle of the dashboard. Audi's Virtual Cockpit, in essence, ditches the center screen and places all that information in the gauge cluster. The high-resolution TFT screen is just over a foot wide, and it has two main modes: Classic view, and Infotainment view. Classic looks like many other traditional TFT gauge clusters, with large traditional gauges and the ability to display a decent amount of information in the space in-between. Go into Infotainment view, and the gauges shrink and head to the lower corners, freeing up a much larger amount of real estate for, say, the nav system map. The gauges also get out of the way when utilizing the menu, entering a destination, or that sort of thing. The four main modes are standard stuff. Virtual Cockpit will show you navigation, media, phone, and trip computer information in large or small formats. You interact with Virtual Cockpit with a familiar MMI wheel-type controller in the center console, like in many other Audis, or with buttons and a scroll/push wheel on the left side of the steering wheel. Climate control functions are handed by physical controls cleverly integrated in the center three vents. It takes a lot of processing power to make all this work as well as it does, and that's handled by NVIDIA's Tegra 3 processor – a quad-core processor usually seen in tablets and smartphones. The system is quick and responsive, and we found the high-resolution screen to be impressively sharp. If there's a downside, it's that Virtual Cockpit doesn't leave an opportunity for a passenger to step in and, say, enter a destination or change the radio station without altering what's right in front of the driver. It could be inconvenient at best, distracting at worst, to have the nav system directions you're trying to follow suddenly be superseded by the audio menu. Adding a small secondary screen for the passenger could be one fix; a connected companion smartphone app another. In the meantime, it's an impressive implementation of a clever idea.