When the question ‘what’ll it take to bowl over early adopters of the A6 Avant e-tron?’ is taken literally by the marketing team.

WITH biggest brand allegiance attractant of ice driving wrapped up for the year, what special something could be added to pull a prospective customer to the latest from Audi?

Pitch from marketing in respect to the intent to give the first 15 buyers of the A6 Avant e-tron a special something in salute of their purchase decision is one that definitely looks like it comes out of the box.

No special something from the apparel range, where it has a nice tie up with Huffer. No night out at a swanky eateries or weekend away at an appropriately ecto-credentially luxury resorts it also associates with.

No, for those signing up for the latest luxury station wagon out of Ingolstadt, a $144,990 landmark in being the first in fully electric form …. a wooden bowl.

It’s not any bowl. For one, it’s shape has been inspired by the car’s sleek form. For another it’s designed as the landing pad in which you toss your car keys.

Also, it’s nothing from the mainstream stores. Or even out of new fad spot Ikea.

This bowl is a bespoke creation from an Auckland-based furniture designer favoured by society’s elites and, going by the prices on his website, likely only affordable to them.

The collaboration between Tim Webber and Audi NZ has warranted a special media share.

This talks up a partnership “founded on a shared design ethos and commitment to innovation (that) unites two brands synonymous with aspirational product, craftsmanship, and timeless design.”

Webber was unknown this writer until now, but he appears to be a big name with those who think nothing of splashing out as much for a sofa - as example, a sectional five seater that’s going for a smidge under $34k - as the hot polloi might imagine was sufficient spend for a decent car.

The media share doesn’t share any insight into the value of the item that’s been commissioned for this exercise because … well, how gauche, right?

But the web search of Webber’s very comprehensive web site found a ‘master tray’ that would likely serve much the same purpose as the Audi NZ offer came be yours for $840.

Alternately, there’s a ‘divot’ tray, that’s potentially a bit shallow - so potentially better for platinum cards - for $622. Those were the cheaper choices. A ‘Rond bowl’ that you might be tempted to load with after dinner mints can be availed for $1234.

If the special commission bowl alone isn’t enough to demonstrate your bond with the car, don’t fret.

The media share says that, “to mark the launch, Webber has created a bespoke furniture collection – including a chair and coffee table.

Of course, there’s design for function and design for form.

Webber in a recent interview in M2 Magazine - a publication that unashamedly also aims at a certain sector - said he felt “great design is defined by its ability to positively impact on someone’s life. This could be as simple as an aesthetical (sic) appreciation, to a design that truly affects their well-being.”

The ideal is to cultivate products that positively impact on the way people are able to use and enjoy the spaces they live or work in.

His view of the A6 Avant e-tron is that strikes a particular balance “between presence and subtlety. It’s a

beautifully sculpted vehicle, sleek and athletic, but also understated in the way it carries itself.

“My aim was to capture that same sense of refinement and intelligence in the pieces I designed for this partnership.”

Audi NZ general manager Greg Leer said the tie-up comes from Audi being a design-led brand. He sees the partnership with Webber as underscoring “our commitment to progressive, intelligent design.”