2010 - Audi A4 on 2040-cars

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Ten of the greatest Super Bowl car commercials of all time

With an average of over 100 million viewers each year, the Super Bowl always has advertisers bringing out the big guns. And for those among us who don't know the difference between a safety and a touchback, those commercials can be one of the most compelling aspects of the annual ritual. Car companies, in particular, have a long history of making the most of the huge Super Bowl audience by debuting some of the most memorable advertisements that have ever aired on television. So, in preparation for the new batch we'll be seeing this coming Sunday, here's a collection of our favorites from the past. 10. Audi – The Godfather When Audi created this homage to the quintessential gangster movie to promote its newest sports car, the company managed to make a commercial that was simultaneously funny, a little bit disturbing, and most importantly memorable. 9. Maserati – Strike This one might start out slow, but it delivers not only with the wicked sound of the third-generation Ghibli's engine, but with an interesting message about hubris in the auto industry as well. 8. Nissan 300ZX Twin-Turbo – Dream Directed by none other than Ridley Scott (Blade Runner, Alien), this dystopian spot has centers around a narrator who explains that in his dream the bad guys are unable to catch him despite their best efforts by way of street bikes, race cars, and supersonic jets. While the twin-turbocharged 300ZX car was certainly a performance powerhouse to be reckoned with in its day, the concept and execution of this one does come off a little bit campy now – but in a good way. Then again, it is a dream, after all. 7. General Motors – Robot This one is unique in that it's genuinely depressing on a profound level. Who would've thought that the simulated suicide of a lovable, anthropomorphic car-building robot who has fallen on hard times could be such a downer? 6. Nissan – With Dad Although the debut season of its new LMP1 racer didn't exactly turn out how the team hoped it would, there's no denying that Nissan's depiction of a strained father-and-son relationship that eventually leads to redemption (and the introduction of the 2016 Maxima) tugs at the heartstrings. 5. Volkswagen – Big Day A surprisingly poignant advert, this one might be low on dialogue but it certainly gets its message across. And just as the dramatic soundtrack begins to lull the viewer into a sense of security, our expectations are upended. 4.

Recharge Wrap-up: Porsche adds third 919 Hybrid for Le Mans, Audi to heat factory with geothermal

Porsche will be running a third 919 Hybrid LMP1 car in the 2015 24 Hours of Le Mans endurance race. The extra Porsche will race in the six-hour May 2 WEC race at Spa-Francorchamps as a lead-up to the legendary 24-hour race on June 13 and 14. Porsche hasn't announced the driver lineup for the third 919 Hybrid, but drivers will remain the same for the other two cars. Including the third car is meant to help further test performance and efficiency as part of development for future hybrid systems. Read more at Green Car Congress. BMW i Ventures is investing in Zendrive, a driving focused data and analytics company. The cooperation of the two companies is meant to help advance safety and efficiency by making the "in-car mobility experience even smoother by optimizing commuting and driving patterns," according to BMW i's Ulrich Quay. The venture capital arm of BMW's i brand also invests in JustPark, Chargepoint, Life360, Chargemaster and MyCityWay, and says it will have more strategic investment announcements in the coming months. Read more in the press release below. The Audi Hungaria factory in Gyor, Hungary will soon be getting geothermal energy from a nearby plant being constructed in Per. When the facility is finished, Audi expects to source 82,000 megawatt hours of geothermal energy per year from it, or about six percent of its total heating needs. The clean energy helps Audi move "step by step along a path to developing a CO2-neutral production plant," says Audi's Dr. Hubert Waltl. "The mobility of the future must be CO2-neutral – and that applies not only to the use of our vehicles, but also to their production." Read more in the press release below. Supporters have begun a petition drive for the passage of an E15 ordinance in Chicago. Despite pushback from oil companies, the city council is close to passing the "Chicago Clean Air Choice Ordinance," which includes the requirement by retailers to sell the 15-percent ethanol gasoline blend in the city. The ordinance includes an exception for stations selling less than 850,000 gallons of fuel per year. More than 4,000 people have signed the petition so far, with others leaving messages to voice their opinion on the matter in opposition to Big Oil's attempt to block it. Read more at Domestic Fuel. BMW i Ventures announces strategic investment in Zendrive. - Further Increasing safety and security through innovative mobility services. New York City, NY.

Is Audi getting complacent and suffering from brain drain?

The argument is made in a Reuters article: Audi is falling behind other luxury brands, such as Mercedes-Benz and BMW, due to a lack of research-and-development spending and "brain drain," or the migration of top executives and R&D chiefs to other parts of the Volkswagen Group. Reuters notes that Audi's current R&D chief is the third in 16 months.
Audi, which contributed to 40 percent of VW Group's $11.6 billion in profit the first nine months of the year, is delivering cars at a record pace: 1.31 million were delivered from January to October 2013 versus BMW's 1.35 million. Yet Audi, Reuters reports, doesn't have a halo car akin to BMW's new electrified i3 and i8 or an answer to Mercedes' plug-in-hybrid S-Class, and the R&D spending at Audi is less than BMW and Mercedes by a fair margin. It's noted in the article, however, that Audi benefits from other R&D spending within VW Group.
Reuters mentions that BMW "trumpets its new 'i' series" and the new Mercedes CLA and GLA ranges are winning "rave reviews" as part of its argument that Audi's recent lack of technological innovation could hurt future sales. Those cars do pack tons of new technology, some of which are firsts for mainstream production cars. But last time we checked, the i3 could be causing BMW's stock to slide, the CLA isn't receiving the rave reviews that Reuters would have you believe and the GLA hasn't been reviewed yet.