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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 Sport Quattro Concept speaks softly, carries a 700-hp stick

As promised, Audi has unveiled its Sport Quattro Concept here at the Frankfurt Motor Show, which takes inspiration from the 2010 Paris Motor Show debut known simply as the Quattro Concept. Both cars clearly seek to draw upon the company's legendary 1980 Ur-Quattro and its closely related Sport Quattro short-wheelbase rally special, yet this concept car looks more production-minded than the 2010 starlet.
Despite its more conservative duds, this handsome and muscular coupe actually packs significantly more power than the 2010 Paris showcar. In fact, it musters 700 horsepower and 590 pound-feet of torque from its plug-in hybrid powertrain, versus the Quattro Concept's more historically appropriate 2.5-liter five-cylinder turbo with 408 hp and 354 lb-ft. We're not going to complain about a twin-turbo 4.0-liter V8 plus an electric motor, nor will we grouse about its 3.7-second 0-62 mph dash, 190-mph top speed or 2.5 liters of fuel per 100 kilometers on the Euro cycle (roughly 94 miles per gallon US).
Stubborn rumors abound that Audi will offer a limited-edition version of this four-place coupe for sale, but for now, the company isn't talking. If such a model is offered, it's expected to cost significantly more than the R8 supercar, which might be a tough sell considering that vehicle's similar performance and more voluptuous - if less practical - shape.

Notes from day one of the Rolex 24 at Daytona

We came to Daytona Beach, Florida where you can drive on the beach, gun shops outnumber doughnut shops and you can putt-putt and fish for alligators at the same place. But we're not here for any of that - we've made the trip with Audi in order to experience the Rolex 24 at Daytona, the first race in the 2013 Grand-Am season and the only 24-hour race in America.
Three teams are racing four Audi R8 Grand-Am cars - WeatherTech Racing, Rum Bum Racing and APR, which is running two cars. Shown to the world two years ago, the R8 Grand-Am is part of Audi Sport's R8 LMS customer racing program that was commenced in 2008, and ever since 2009 has been nabbing success all over the world: In four years it has taken 154 victories and 17 series titles. That is with less than 100 cars sold to customers throughout the world, and the trophies - either class wins or overall victories - have been gathered from all of the major endurance races except one: Daytona.