Audi Dealers In Party-Planning Mode for Launch of 2015 Audi A3 | Edmunds

Audi Dealers In Party-Planning Mode for Launch of 2015 Audi A3


Just the Facts:
  • Audi of America is encouraging all of its 278 U.S. dealers to throw major parties on April 3 for the launch of the 2015 Audi A3 sedan.
  • "Most of them will be holding launch events," Scott Keogh, president and CEO of Audi of America, told Edmunds on Tuesday.
  • The parties will be held at night and all of the consumers who have indicated an interest in the car will be invited.

DETROIT Audi of America is encouraging all of its 278 U.S. dealers to throw major parties on April 3 for the launch of the 2015 Audi A3 sedan.

"Most of them will be holding launch events," Scott Keogh, president and CEO of Audi of America, told Edmunds on Tuesday.

The parties will be held at night and all of the consumers who have indicated an interest in the car will be invited.

"It's a return to the roots of making a lot of noise at the retail (level)," Keogh said. "We are lighting off the initial fireworks."

Keogh said the parties will include nighttime test drives of the car, the better to show off its LED lighting technology.

He added that the dealer events will be about "more than just pulling a sheet off."

Parties are scheduled at dealerships in New York and Los Angeles, with such elements as electronic music, contemporary design and gourmet hors d'oeuvres.

Sunset Audi in Beaverton, Oregon is hosting its first-ever Audi launch party on April 3 at the Leftbank Annex in nearby Portland. The event is described as a "cocktail social" and guests are encouraged to dress up in "cocktail attire." Music will be provided by one of Portland's top DJs. The party will also feature gourmet food and a fully stocked bar.

The dealership has mapped out an "exclusive drive experience" of the car through Portland after a 6:30 p.m. unveiling.

Audi is targeting young, entry-level buyers with the launch of the A3. The car targets the 2014 Mercedes-Benz CLA-Class.

Keogh said he expects the A3 to "compete extremely well" with the CLA.

"We put a proper machine on the road," he said. "The sense of connectivity is a very important thing for the target group.

The A3 sedan launches next month, followed by the 2015 Audi A3 TDI diesel model, the 2015 Audi S3 and the 2015 Audi A3 Cabriolet in the fall.

Edmunds says: The launch of the 2015 Audi A3 is shaping up as one of the best parties of the year.

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