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Artists prepping with ‘uncompromised’ storytellers for A3 event

Posted on May 6, 2014 5:32 PM

Artists prepping with ‘uncompromised’ storytellers for A3 event

Audi marketers and a slew of independent “creatives” they recruited have been busily curating the contributions of brand fans and Audi A3 enthusiasts who want to be major participants in the #PaidMyDues collaborative event that will be live-streamed online on May 7.

The event itself will be held at Hangar 8 in Santa Monica, Calif., from 2 p.m. to 8 p.m. ET on Wednesday. It will feature a variety of filmmakers, comics, street artists, songwriters and other well-known creative interpreting “stories of ingenuity” in a vast social-media promotion of the new Audi A3 sedan.

“Some submissions have been pre-selected from those already sent to us, and others will be selected live as they come in during the event,” explained Anna Russell, General Manager, Brand Marketing, for Audi of America.

Under hood of A3 sales: younger customers, more conquests

Posted on May 2, 2014 3:48 PM

Under hood of A3 sales: younger customers, more conquests

It’s still early after launch, but the new Audi A3 sedan seems to be achieving one of the main goals staked out for it by Audi of America and the brand’s dealers: bringing a new “Generation Audi” into showrooms.

So far, with just more than 2,000 sales of the new model in the books, Audi is seeing that A3 buyers and shoppers tend to be younger than other premium-vehicle buyers and are coming more often from the ranks of owners of Asian mass-market brands.

“The intent of A3 was to package and price a car that would attract a new customer to Audi, not just to sell a different Audi to the same customer,” said Matt Carpenter, General Manager, Vehicle Sales, for Audi of America. “It’s really exciting for us that we seem to be achieving that, so far.”

A3 launch powers 19-percent April sales increase

Posted on May 1, 2014 6:46 PM

Strong launch for the all-new A3 Sedan

Audi of America achieved the best April sales in company history thanks to a strong launch for the all-new A3 sedan as well as robust continued sales growth for the premium-segment staple nameplates in the brand’s lineup.

Posting its second-highest-volume sales month ever, Audi of America reported an increase of 19 percent in April 2014 sales, to 15,653 vehicles from 13,157 units a year earlier. For the year, Audi U.S. sales rose by 7.5 percent, to more than 50,000 units.

It was important for the new A3 sedan to launch well, and with more than 2,000 units sold during its April introduction, the nameplate quickly became the No. 3-selling model across the entire U.S. lineup for Audi.

Crowdsourced stories will provide fodder for A3 event

Posted on May 1, 2014 6:22 PM

 Audi A3 Sedan

Americans may be able to see their personal stories of perseverance and achievement against the odds rendered in the form of a comedic sketch or a short film, a song or even a 3-D-printed sculpture, if they participate in a crowdsourced social-media spectacle sponsored by Audi that will be webcast live on May 7.

Or, as a contributor
put it, “Want to see your life turned into art? Tweet about it and Audi could make it happen.”

Drawing attention to the “Uncompromised” positioning of its new Audi A3 sedan, Audi of America is inviting participants to use Facebook, Twitter and other social-media sites to submit their stories of ingenuity with the hashtag #PaidMyDues. An Audi panel then will select the most compelling stories.

And for six hours on May 7, at an airport hangar in Santa Monica, Calif., Audi will host a diverse group of creators who will apply their gifts to artistic interpretations of those stories. The stable of talent will range from freestyle rapper Oddisee to award-winning chef Red Medicine, from Oh Yeah Wow, a group of animators and filmmakers, to a stand-up comedy troupe, Upright Citizens Brigade Touring Company.

“We may select one tweet from a participant and have two different artists creating something different about it in real time; you could have a comic artist interpreting it and a chef turning it into an actual creation of food,” explained Anna Russell, Assistant Brand Manager for Audi of America. “It will be unusual to get so many different artists’ takes all at the same time.

“We’re excited to see how all the different collaborators work together, approaching each person’s story in a unique way.”

The idea of exceeding expectations and overcoming odds, of course, is central to Audi marketing of the A3, a new sedan with a starting price of just $29,900 -- but executed fully against the expectations that American premium consumers have for a luxury sedan. Audi has launched a new national advertising campaign featuring achievers who have #PaidMyDues to achieve “uncompromised” success.

“This event will recognize those unsung heroes that embody the dauntless spirit of what it means to pay their dues and succeed, just as the all-new A3 refuses to compromise on top-level performance and luxury,” said Loren Angelo, Director of Marketing, Audi of America, in a news release.

Audi approaches hiring goal for ‘Veterans to Technicians’

Posted on April 25, 2014 3:48 PM

Audi approaches hiring goal for ‘Veterans to Technicians’

Audi and its dealers are leading the auto industry in recruiting military veterans as service technicians and advisors, with a goal of hiring a total of 100 veterans for such roles by Memorial Day. The Veterans to Technicians program launched on Memorial Day last year.

The program is closing in on that mark with the hiring of 91 veterans as of the end of this week, reported Bernard Hyland, program manager for Audi of America through CALIBRE Systems, which assists veterans.

At the same time, Veterans to Technicians is broadening, as Audi dealers have begun to hire veterans as service consultants and parts-department specialists as well as repair technicians.

Audi responds to fans by bringing back A3 Sportback

Posted on April 24, 2014 5:07 PM

 Audi responds to fans by bringing back A3 Sportback

The voice of the Audi fan was heard loud and clear in the company’s decision to return the Audi A3 Sportback to the U.S. market next year in a TDI clean-diesel version and as a plug-in hybrid.

Audi of America discontinued the five-door version of the A3 last year in favor of re-launching the A3 nameplate this month in a widely anticipated sedan version. But American fans of the A3 Sportback refused to let it go quietly, beating their drums on social media and elsewhere and agitating for the car’s return.

The company heard them, it announced at the New York International Auto Show this month. “Sometimes in our decision-making process, we think the passion lever is just as important as the [sales-volume] lever,” Scott Keogh, President and Chief Executive Officer of Audi of America, told Automotive News. “And this is a good example of that.”

Audi A3 reigns over New York show as World Car of the Year

Posted on April 18, 2014 11:46 AM

Scott Keogh with the World Car Award

The new Audi A3 sedan reigned over the opening of the New York International Auto Show today as it was named World Car of the Year.

Just a few weeks after it was officially launched in the U.S. market, the A3 was tabbed for the honor over 11 other finalists in a vote by an international jury panel comprised of 69 automotive journalists from 22 countries. Among the other finalists were competitors such as the BMW 4 Series and Lexus IS.

“This really represents what Audi does extremely well,” Scott Keogh, President of Audi of America, told journalists assembled at the show this week. “We couldn’t be prouder to win this award.”