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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.

Volkswagen Group sales down 15% in pandemic year, but EV sales up 214%

FRANKFURT, Germany — German automaker Volkswagen said its global sales fell 15.2% during 2020 due to the COVID-19 pandemic but showed significant recovery toward the end of the year. The company more than tripled its sales of battery-only vehicles. Global sales for all of Volkswagen's brands amounted to 9.3 million vehicles. The fourth quarter showed a smaller decline of 5.7% and within that quarter the month of December was still further improved, showing a shortfall of only 3.2% from the same period the year before. Volkswagen said Wednesday that sales fell the most in Western Europe, by 21.6%, while China, the company's largest single market, was down 9.1% Sales of battery-only cars jumped 214% to 231,600 from 73,700 across all the company's brands. The company's electric sales leaders included the Volkswagen ID.3 compact, with 56,500, the Audi E-Tron SUV with 47,300, and the high-end Porsche Taycan with 20,000. Volkswagen said that its sales fell by less than the overall market, meaning it had slightly expanded its market share. “The COVID-19 pandemic made 2020 an extremely challenging year,” said group sales chief Christian Dahlheim. “The Volkswagen Group performed well in this environment and strengthened its market position." Volkswagen Group's brands include Volkswagen, Audi, Porsche, SEAT, and Skoda as sell as truck makers MAN and Scania.

Audi planning RS Q7 performance crossover

Audi resisted getting into the crossover market altogether until it launched the original Q7 in 2005, and held back from producing a performance crossover until it caved first with the SQ5 and then with the RS Q3, both in 2013. And now that the tide has washed over it, Ingolstadt's next plan, according to Top Gear, is to launch a performance version of the new Q7. Though it remains unclear whether it would carry the S or RS badge, the performance-oriented version of the new Q7 will surely benefit from the hundreds of pounds in excess weight Audi managed to trim off the latest model over the one it replaces. Also unclear is whether said hi-po Q7 would go with a diesel or a gasoline engine. The diesel option would more likely go the S route than the full RS, but wouldn't be likely to make it to the States if it were only offered as a diesel. With the SQ5, it's worth noting, Audi offers a TDI diesel version in Europe and a gasoline TSI in North America, so we wouldn't be surprised to see it take a similar approach with the larger model as well. Whatever it does pack under the hood, though, the SQ7 or RS Q7 would be facing some stiff competition from the likes of the Mercedes GL63 AMG, BMW X5 M and Range Rover Sport SVR – not to mention corporate cousins like the Porsche Cayenne Turbo and upcoming Bentley Bentayga – while giving the Volkswagen group a bigger slice of that exclusive but expanding pie.