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.


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  • 58 Comments
      Davendra
      • 9 Months Ago
      Hey, ever hear of the hipster who drank his coffee and burnt his mouth? Yea, he did it before it was cool.
      skoobey
      • 9 Months Ago
      Do you even know what hipsters are??? What hipster would drive A BRAND NEW SPORTS CAR? Hip crowd is not the same as hipster. Audi is targeting posh young people. I'm ready to stop visiting this blog. Every day there are at least 10 crucial errors.
      Jacel
      • 9 Months Ago
      This car is geared at people who are willing to fork out an extra 10,000 dollars for a badge.
      Kenwood
      • 9 Months Ago
      What, no fixie bike rack?
      ponycargt
      • 9 Months Ago
      A real hipster wouldn't buy a new Audi but a yuppie sure would. By aiming for hipsters, however, yuppies will show up for this event. Yuppie culture is influenced by hipster culture, because the yuppies want street cred to a certain degree, but have the money to get nice stuff. Basically, today's yuppie is a hipster with a good career.
      JonZeke
      • 9 Months Ago
      "should reflect an uncompromising spirit in a generation that refuses to settle or sell out. Yet they want them to buy an Audi. Maybe I lost the definition of selling out? For counterpoint, Honda has a TV spot for the Civic that targets these same crowds, with visuals referencing beards, tattoos, beer, and other alleged associations with hipsters. I get the impression that if anyone hip enough to buck convention absolutely needs a new car for some odd reason, they won't be getting a luxury-branded one.
        Karfreek
        • 9 Months Ago
        @JonZeke
        Also the same references to a 20-something in college as well...
        KaiserWilhelm
        • 9 Months Ago
        @JonZeke
        I hate that stupid honda commercial! It's hipster pandering is so blatant! And it has absolutely nothing to do with cars!
      Level4
      • 9 Months Ago
      this car looks so cheap at first glance I thought it was just another chinese knockoff lol
      Avinash Machado
      • 9 Months Ago
      I thought hipsters preferred SAABs.
      recharged95
      • 9 Months Ago
      youthful, influential buyers.... are not hipsters. Hipsters drive priuses and goto SXSW.
        truewhiteboy
        • 9 Months Ago
        @recharged95
        No, they drive Insights and go to a music festival you've never heard of
      EvilTollMan
      • 9 Months Ago
      Way to narrow your target audience.
      J.A. Smith
      • 9 Months Ago
      Audis aren't too fancy for hipsters. They're hipster magnets... at least here in LA. And no, not expensive Audis -- used A4s. They're pretty cheap and really match the skinny jeans look.
      ffelix422
      • 9 Months Ago
      Bunch of 20-somethings going to get drunk and for free food... None will leave with a new car.
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