Audi must be especially keen on having its compact 2015 A3 sedan make a splash, because Automotive News has uncovered lengthy internal documents outlining the company’s ambitious launch plans for the car. So what is Audi’s grand scheme to pull eyeballs from the Mercedes-Benz CLA-class and BMW 2-series? Swanky parties—and lots of them.
The German automaker is charging its dealers with throwing blowout bashes, with predominantly hip young folks—the A3’s target buyer—in attendance. Being a German automaker, however, Audi’s keeping a tight reign on the parties’ design, strictly specifying décor (modern), menus (bacon-intensive gourmet nouveau), and music (super-indie electronic variety). Of course, the lighting is also micromanaged: It will be dim, but white with subdued red accent illumination—just like Audi’s signature headlights and interior lighting.
First Drive: 2015 Audi S3 Sedan
First Drive: 2014 BMW M235i Coupe
Instrumented Test: 2014 Mercedes-Benz CLA250
We admit this sounds a bit over the top, but we dig Audi’s commitment to its sleek, modern, and almost minimalist designer image. As for the success of the parties, we’ll have our answer when the first sales numbers come out—and if or when our Facebook feeds are populated with selfies taken at the soirees.