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"The new Audi A3 has managed to achieve what I can only dream of, it has returned to its weight of 1996". Wise words with a tongue in cheek, heard at the press conference. I have landed in Mallorca to sniff up some press launch impressions of Ingolstadt's newest car, the all new Audi A3. After its release at Geneva for many this is the first opportunity to see the car in the flesh and get behind the wheel. In the meanwhile I am on standby at a local finca to answer questions.

It is also a chance to take a look behind the scenes of a perfectly orchestrated event. Meticulously planned routes and time tables. Everything at the right moment. There is even a drone equipped with cameras for dynamic "car chase" shoots along the coast lines of Mallorca. An impressive day topped off with a fine dinner and even better wine. Before I get there I take a walk around the cars. The spanish weather has been nick named as "el bastard". The light is so clear, the shadows so sharp that it will show any imperfections in the metal. Not on this car. The designers and metallurgists from Germany have done a great job. The exterior looks crisp and precise. A car you have to see in its natural habitat.

Back into the finca before I get a sunstroke. The location has been dressed up to the occasion. A good balance between corporate feel and local warmth. Exhibits are placedin every corner. Engines here, light weight panels there and even an oversized blown up detail of the interior. Spending so much developing time on the details finally pays off, the journalists seem to like it. They love the push pull air vents with the spot/diffuse function. One of the many high lights and a welcoming one during this hot day in Spain.

After a long day in the sun it is time to start up the evening program at the hotel. Drinks at the pool, an ocean breeze and a bunch of dutch journalists. It turns out into a good night with interesting discussions and lots of fun small talk. Profession meets passion, icing meets cake, job done, let's call it a wrap.

-Matt.

Comments

[Bas]

Naice! Must be very special to receive such positive feedback from the (always) critical press.... Nice surroundings too ;-)

[Rik]

Very nice to be allowed to enjoy the aftermath of all your hard work. Allready seen your face in 'Auto & Design', you also got mentioned in last weeks issue of 'Autovisie' (with special cudo's for interior design!).

Onwards to greatness ;)

[Steve Lewis]

I Love press launches, like you say 'perfectly orchestrated!'
Couldn't agree with you more 'A car you have to see in its natural habitat' Still want to see it on small wheels though!
Glad you had a good time and a great set of photos with the added benefit of that wonderful Spanish clear light. 'El Bastard' Muy Bien!

[huib]

chapeau!

[Geert]

A well-deserved outing!
Must be special to be surrounded by so much beauty - and to have contributed to it in the first place also.

[Clayton@JunkMyCar]

Launches of new car models have so many people eagerly awaiting them. Although not the majority of them would switch their present car for the new model, new cars are just wonderful to watch. Personally, I love Audi models but I prefer BMW. Some of their models are simply beautiful and with the right colour combination, they are a marvel to watch, not to mention actually driving one. It seems like you had an amazing day in Spain to attend this launch.