You ahve to remove the trim around the hazard switch/cupholder/esp switch to get at the retaining tabs. Once the trim is off, you need a flat blade of some kind (like radio keys) to insert into the upper corners of the cupholder, and then it slides out as a unit. One plug in the back (for the icon light), and insert the tray.
This is a LONG psot, but it has pics of what you need to do..I did the same thing, replaced the cupholder, but I converted my tray into a remote display for my Passport 8500 X50 Radar Detector. Part number is listed in the post.
Cupholder removal (within the radar display install)
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2002 A6 4.2 Silver/Ebony, Tip, Premium, LOTS of mods!