Audi targeting hipsters with A3 launch parties

Tue, 11 Mar 2014

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.

All three German luxury brands are facing an aging sales base. According to Automotive News, the average age for an A4 buyer is 48, 55 for the BMW 3 Series and 58 for the Mercedes-Benz C-Class, but Mercedes' new entry-level CLA has shown the future with its average buyer being 46 years old. If Audi can appeal to even younger buyers with the A3, then it is doing its job.

By Chris Bruce