Automobile manufacturer Audi of America has launched a mobile application for the iPhone to introduce its new Audi A4 luxury sports car.

Audi is using the iPhone motion sensor to let consumers steer a digital version of the new A4. Factory Design Labs designed the game titled, "Audi A4 Challenge."

"We are right in the middle of the A4 launch and mobile is a great way to interact with consumers," said Jeri Ward, general manager of marketing and strategy at Audi, New York. "We are using television slots for broad awareness, and to reach our tech-savvy, sophisticated consumers we turned to the iPhone."

Audi agency Factory Design Labs is a Denver, CO-based interactive shop. Besides Audi, other clients include Oakley and The North Face.

The A4 Challenge lets players maneuver the course and race against the clock to beat their own personal best time.

The 2009 A4 is promised to be bigger, faster and more efficient than the previous models. It is jam-packed with luxury, leather and technology.

Audi A4 Challenge is free and available on Apple's iPhone App Store.

The vehicle itself will be available in September.

Audi has also launched a site that allows users to experience and learn more about the car.

Consumers can go to http://www.truthinengineering.com/a4/iphone from the iPhone to access content such as videos, wallpapers, an exterior color customizer, a dealer locator link and a link to install the application.

With this initiative, Audi is targeting smart, sophisticated consumers who tend to be early adopters as well.

"With A4 being such a high-volume product, we are trying to introduce new consumers to the brand," Ms. Ward said. "Our customers tend to be more tech-savvy and use the Internet for automotive research."

Ms. Ward also said that Audi is targeting consumers 25-54, but with that demographic, people like to try more things, are leaders in auto-buying and are early adopters.

The application will be promoted using more traditional media such as online banners on Audi sites.

"Mobile is a unique way to engage consumers with the brand and highlight things that are core to the A4's acceleration and its overall performance as a vehicle," Ms. Ward said.

"We have various links on our site to drive the use of the widget," she said.

Ms. Ward expects that as people download the application, it will be marketed virally.

"Mobile is very consistent with our progressive DNA," Ms. Ward said.

"Our cars progress and so do our marketing approaches," she said.