Audi invokes Bob Dylan ‘plugging in’ to promote A3 e-tron [Video]

Audi invokes Bob Dylan ‘plugging in’ to promote A3 e-tron [Video]

Audi has invoked Bob Dylan’s controversial switch to electric guitar, highlighting the historic moment in a promotion for the Audi A3 Sportback e-tron plug-in hybrid.

The German automaker sponsored the recent 2015 Newport Folk Festival, the same venue where Dylan shocked the crowd 50 years ago when he plugged in an electric Fender Stratocaster.

“As the documentary-style video portrays, at the instant Dylan plugged in and fired up his electric guitar, some of the Newport crowd booed the game-changing decision,” Audi said in a statement. “Festival founders interviewed for the video said they recognized the new technology as a force to be reckoned with.”

Audi isn’t the first automaker to ‘plug in,’ however the promotion hints at the company’s expectations for an electrified automotive industry.

The A3 plug-in hybrid has already been available in Europe for nearly a year. It will finally be available in US showrooms by October, with a base price starting at $38,825 (including $925 freight).

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