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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 A3 E-Tron plug-in hybrid set to whiz into Geneva

The Audi A3 E-tron, which we drove in prototype form last year, is headed to the 2013 Geneva Motor Show next month. The plug-in hybrid will feature a total of 204 horsepower and 258 pound-feet of torque from the combination of a turbocharged 1.4-liter engine and a 75-kW electric motor. That motor itself is positioned between the internal combustion engine and the machine's six-speed dual-clutch transmission. The setup is good enough to scoot the A3 E-tron to 62 miles per hour in 7.6 seconds and crank out a top speed of 138 mph. Perhaps more impressively, the hatch can whir its way to 80 mph on all-electric power with an EV range of 31 miles.
Audi claims the A3 E-tron gives the world a "realistic glimpse into the future of mobility," so it's a bit unclear if the model will see production. We're encouraged by the specificity of Audi's press release (which is full of stats) and the fact that they don't label this vehicle a concept. You can check out the full press release below and judge for yourself.

VW Group to split brands under four holding companies

The Volkswagen Group is planning a tremendous shift in its internal structure that will decentralize operations by splitting its 12 brands into four different holding companies. Here's the breakdown. Things will be split logically, considering the inter-sharing of parts, platforms, and engines. The Volkswagen brand, Seat, and Skoda make up a passenger vehicle division led by former BMW man Herbert Diess. Audi, which is tightly intertwined with Lamborghini and motorcycle manufacturer Ducati, will be managed by current Audi exec Rupert Stadler. Porsche and Bentley, which are already quite close, will be joined by Bugatti and run by Matthias Mueller. Finally, a commercial vehicles division will include Volkswagen Commercial, Scania, and Man. Former Daimler exec Andreas Renschler will take care of the big vehicles. The massive move, according to Automotive News Europe, is part of an internal VAG effort to move away from the structure established by ousted Chairman Ferdinand Piech, who favored a compact, but highly centralized, management structure to oversee the independent actions of the company's brands. Criticism of Piech's arrangement stemmed from the company's slow responses to changes in the market, ANE reports. The new structure should make for a more efficient, streamlined company that's better able to make crucial decisions. What are your thoughts? Should VAG decentralize, or did Piech have the right idea? Have your say in Comments.