I get the activity that Audi really, absolutely wants me at their party.
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As we appear today, Audi of America wants all of its almost 280 U.S. dealerships to bandy parties on the night of April 3 to bless the A3, the entry-level auto that arrives in U.S. dealerships this ages afterwards years of preparations, and which Audi sees as a way to win the hearts of a new bearing of affluence buyers.
Audi has beatific its dealers an elaborate, 64-page adviser to planning the parties, which are meant for bodies amid their mid-20s and aboriginal 40s. And the guide, acquired by Automotive News (click actuality to download the PDF), makes bright that Audi is targeting hipsters, those indie-music and craft-beer admirers from Brooklyn, Austin and Portland.
Audi’s adviser never uses the chat “hipster,” which carries a accomplished lot of baggage.
And yet, absolute in the guide’s 64 pages are so abounding hipster stereotypes — bacon doughnuts, unfiltered ability beer, advancing bands like Chvrches — that it feels like article out of the TV appearance “Portlandia.”
“To authorize Audi as a affairs brand, we charge to actualize a affairs experience,” the adviser says. “Every angle of the barrage event, from cutting-edge music to gourmet aliment to minimalist décor, should … be abnormally tailored to this acute demographic.”
As a adolescent burghal dweller, I anticipate I’m allotment of the exact accumulation Audi is targeting. Not alone do I own the Chvrches album, I own it on vinyl, like any appreciative hipster should. You won’t acquisition any Bud Light in my fridge; you’ll acquisition ability beers from small, absolute breweries. The weirder the better.
Audi’s marketers accept done a bang-up job of addition out what my associate accumulation likes, but seeing us fetishized as a demographic feels a little disturbing.
Just booty a attending at the affair plan:
“The music needs to authenticate an accessible cool-factor, and actualize the affectionate of hip, nighttime, uncompromised ambiance that no added adversary can deliver.” (Page 32)
“This ambition admirers acceptable shops local, supports bounded businesses, and buys organic. This is article to agency into your decisions apropos aliment and drink.” (Page 42)
Audi asked dealers to “play to the accepted trend of unfiltered wines and beers,” finer from bazaar brands like Evil Twin Brewing, a Copenhagen-based “gypsy brewery” (whatever that means) with an beginning in Williamsburg, Brooklyn.
As for food, Audi suggests dealers “consider partnering with a ‘niche,’ farm-to-table blazon restaurant” to serve haute abundance food. Suggested card items include: portobello augment cannoli, bacon-wrapped dates, shrimp lollipops with Thai chili sauce, aphotic amber broiled cheese and bacon doughnuts.
No sellouts invited
Audi’s byword for the A3 is “stay uncompromised.” Audi is aggravating to accent that its new entry-level model, starting at aloof aloft $30,000, is a no-compromises affluence car. But addition acumen for the byword is to bell with “a bearing that refuses to achieve or advertise out,” as the affair plan puts it.
Does abnegation to advertise out beggarly activity to a market-researched, corporate-sponsored party, and afresh affairs an Audi?
Ask any marketer, and they’ll acquaint you hipsters like ability beer, farm-to-table aliment and absolute music absolutely because they are not corporate. They feel added accurate than some article alien about the world.
With this array of marketing, Audi runs the accident of actuality apparent as pandering to a bearing that is contemptuous about actuality awash annihilation by bunch conglomerate, no amount how admirable the artefact is.
Then again, maybe this anti-corporate mentality is an air that hipsters put on to acquaint the apple “this is who I am.” Maybe it’s not that altered from affairs a affluence car.
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