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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.

2014 Audi Q5 TDI

I've struggled with diesel technology. It's not that I have a problem with it or dislike it, but rather that I don't particularly understand what stops its wider-spread adoption. Sure, memories of rust-prone, smoky, sluggish and uneconomical Oldsmobile diesels aren't exactly easy to erase from the collective memory of the North American motoring public, but I'd think that a few years into the latest crop of clean diesels, there'd be wider adoption - or at least consumer consideration - by now.
Part of the issue is the still limited number of segments that diesels are available in. The Volkswagen Golf/Jetta TDI is finally getting a challenger in the form of the Chevrolet Cruze Diesel, and the BMW 328d is bringing something new to the entry-level sports sedan, but there are still a huge group of segments where diesel-power has no representation.
The small, luxury crossover realm is not one of those. It has the Mercedes-Benz GLK250 Bluetec, a stylish crossover with a silky-smooth 2.1-liter, turbodiesel four-cylinder that can return the kind of fuel economy that makes people take notice. And while the GLK250 is quite good, economy will only spread the diesel's appeal so far. People need to experience the seat-flattening torque that these mills can produce, and for that, we most humbly recommend the new 2014 Audi Q5 TDI.

Audi mulling producing version of Quattro showcar, just not sure which one [w/poll]

Head of design for Audi, Wolfgang Egger, has told Auto Express that a reborn Quattro could enter production, but bosses for the company haven't yet decided whether to base it on the Sport Quattro concept that just debuted at this week's Frankfurt Motor Show or the smaller Quattro concept that was revealed at the 2010 Paris Motor Show.
While both draw their inspiration from the original Ur-Quattro of the 1980s, they vary wildly in both size and choice of powertrain. The 2010 Quattro concept was based on Volkswagen's MQB platform, shared with such vehicles as the Golf and Audi A3. The Sport Quattro, meanwhile, was built atop the company's larger MLB platform that's used almost exclusively for Audi models, including the A5, which is also a coupe.
Under their hoods, the 2010 Quattro concept simply employs a version of the same 2.5-liter engine used in the TT RS, tuned to deliver 408 horsepower, while the Sport Quattro goes nuclear with a twin-turbo V8 hybrid powertrain that develops 700 hp and 590 pound-feet of torque. Both, of course, employ quattro all-wheel drive just like their forebearer.