We’ve provided a lot of coverage for the Audi A3, the German automaker’s first entry-level luxury sedan. It enters an extremely competitive market that includes other prominent brands that offer more diminutive models below $30,000. There is one stark contrast between Audi and it competitors: Audi promises uncompromised engineering and design. While other car manufacturers eliminated certain features and options, or offered less extravagance, the A3 is the result of steadfast commitment to excellence.
Audi’s marketing department has more plans to put forth great efforts in promoting its newest model to a younger audience, likely entering the luxury market for the first time. A new advertising campaign titled “Dues” stars “The Office” creator Ricky Gervais, U.S. gold medalist boxer Claressa Shields, celebrity chef David Chang, comedienne Kristen Schaal, and others. In the first ad released today, each of those featured recite lines from iconic rock band Queen’s hit song “We Are the Champions.”
These celebrities establish an iconoclastic theme, considering that they all broke ground in their respective fields. It is analogous to the way that Audi plans to upset the established standards of entry-level luxury.
As expressed by the German automaker, the campaign serves two primary purposes: to demonstrate for uncommitted consumers that they will not compromise by purchasing an A3 and to express that Audi, itself, did not compromise in engineering and designing the entry-level sedan. The company hopes to draw car buyers from other luxury brands, as well as acquire the interest of consumers who have purchased from more mass-producing manufacturers like Ford and Honda.
Loren Angelo, Audi’s director of marketing, said that the company thinks “there are a lot of people who have been in volume brands who will now consider a vehicle at this price point.”
The 2015 Audi A3 goes on sale nationwide on April 3rd with a starting price of $29,900.
If you are interested in the Audi brand, we welcome you to visit Audi Cary and speak with one of our brand ambassadors regarding our amazing line. In the next week, we will also release details about the A3 launch event to be held at the beginning of next month.