Audi A3 gatherings target young, hip bacon lovers

Audi has instructed its dealers how to throw the best party to celebrate the launch of the A3. Music from advised artists incorporate: Chvrches, Grimes, Phantogram, Empire of the Sun, M83, Capital Cities, Cut Copy and DJ Classixx.

Audi is planning blowout parties April 3 in New York and Los Angeles to mark the launch of the Audi A3, and it would like all of its dealers to throw their personal get-togethers that night, either in-residence or off-website.

Just don’;t count on cocktail wieners and traditional rock.


Audi desires its dealers’; A3 launch parties to seem to the car’;s target clientele: folks from their mid-20s to early 40s.

In a 64-page directive to dealers obtained by Automotive Information, Audi laid out directions for almost each and every factor of its ideal party, prescribing an ultrahip formula of electronic music, minimalist style and gourmet hors d’;oeuvres such as bacon-wrapped dates and desserts such as grilled cheese garnished with dark chocolate.

“We want to offer a unique experience for buyers – not only a explanation for them to come in and drive the new A3, but also to come in and knowledge Audi,” Loren Angelo, director of advertising and marketing at Audi of America, mentioned in an interview.

Recommended hors d’;oeuvres include portobello mushroom cannoli and shrimp lollipops with Thai chili sause. For desert: bacon and spice doughnuts.

Audi has high hopes for the A3 sedan and its ability to compete with the Mercedes-Benz CLA for the hearts of youthful luxury consumers. It really is asking dealers to craft a guest checklist of individuals in their mid-20s to early 40s and engage with “influencers and tastemakers” to boost attendance. “The lifetime value these new customers carry to the future sustainable growth of our organization is immeasurable,” Audi’;s guide says.


Black is the excellent backdrop shade, as it “conveys the thrilling following-dark expertise.” Furniture should be black or white — “keep away from patterns.” Lighting should be dimmed and white, with subtle red LED accents.

Alex Maier, marketing and advertising director at Sunset Audi close to Portland, Ore., is organizing one of the greater events, with 500 to 600 guests in a Planet War II-era machine shop converted into an occasion room. Pyramid Breweries, a West Coast brewpub group, will serve craft beer. Snacks will consist of gazpacho shots and bacon chocolate-chip cookies.

An Audi dealer in the industrial Midwest, meanwhile, was nonetheless searching for younger men and women to invite. Electronic music and quirky foods won’;t resonate with the store’;s older clientele, but this dealer was established to throw a very good celebration.

“Some dealers are pooh-poohing this point,” mentioned the dealer, who asked not to be named so as not to harm ties with Audi. “But I’;m saying, what the hell? We have not had a celebration in a whilst. We’;re going all out.”

You can reach Gabe Nelson at gnelson@crain.com.

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