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Automakers need to stop stalking celebrities

Since the invention of the automobile, cars and stars have gone together like paparazzi and the Kardashians. During this season of starlet-adorned award ceremonies, from the Golden Globes through to the Oscars, you will find a lot of car companies all vying to loan out their vehicles to any celebrity with a recognizable face who happens to be heading to a red-carpet award ceremony. There is, however, none so coordinated, consistent and aggressively playing the Fame Game as our friends at Audi. Since the invention of the automobile, cars and stars have gone together like paparazzi and the Kardashians, so by association getting a celeb behind the wheel of your car brand gives it an instant image boost that must make the car more attractive to buyers. Celebrity tales equals dealership sales. That's the logic, anyway. But surely the millions of dollars spent giving free cars to rich stars is a waste of precious and increasingly smaller marketing budgets. It's time to make the car the star, not the other way around. Lets be clear, we are not talking about the very obvious dropping of famous faces into big budget ads. That has its place in the marketing toolbox, but in a very media savvy world it's clear most of us get that play-for-pay concept. Today, the use of just a famous name in an ad yields very little influence on whether you or I will buy that car. No, this awards-ceremony loaner deal is a subtler, but higher risk, idea that if you see a "star" with "their" car in "real life" then surely that adds to the car's appeal. We, the audience, are expected to start salivating like Pavlovian puppies in our desire to have same car in our own, less red-carpeted driveway. Geoff Day has been called the "Pied Piper" of the auto industry, leading auto journalists on wild rides around the globe in his position as former director of communications for Mercedes-Benz USA. Before that, he worked at DaimlerChrysler UK on its PR efforts, and rubbed elbows with the Queen of England in his role at the Buckingham Palace Press Office. His phone is filled with the numbers of the great, the good and the bad. His head is filled with dirty little secrets hiding in many corners of the auto industry. There is no doubt that the publicity that comes with a well placed story, picture or feature can help raise awareness of a product – Oprah proved that with her "Favorite things" – especially if you are launching a line of wrinkle cream or juice bars.

Audi Prologue Concept [w/videos]

What you're looking at here is a preview of Audi's next-gen exterior and interior design. You can't tell, but in these photos, I'm wearing what can only be described as an ultra-white cloth spacesuit. Before opening the large driver's door of the Audi Prologue concept outside of the SLS Hotel in Beverly Hills, Audi requested that I don a super-attractive onesie so as to not let my flannel-covered human flesh touch the untreated leather surfaces of the Prologue's interior. I tied the spacesuit around me just above the waist, let my Converse poke out the footholes, and promised to hold in any sneezes. After all, I was being granted a serious privilege. I was about to drive the multi-million dollar, only-one-in-the-world Prologue that had just stunned crowds at the Los Angeles Auto Show days earlier. This isn't the first time Audi has bravely let the media sample its conceptual wares. In 2010, the German automaker granted us access to its incredibly enticing Quattro concept, probably hoping that the media would rave about the thing enough to convince the higher powers to actually green-light and build it. (We're still waiting on that one, of course.) You could argue that this same logic was applied when allowing me to drive the Prologue – it's no secret that Audi has been dreaming of a range-topping A9, though company officials told me that there is currently no decision on whether or not to produce such a car. But that's not really what the Prologue is about. As its name suggests, what you're looking at here is a preview of Audi's next-generation exterior and interior design, in a fully baked, fully functional package. Suit up, and behold the future. While the Prologue won't necessarily spawn its own production model, its elements will be incorporated on the next A6, A7 and A8. "Timeless but progressive." That's the key takeaway of the Prologue's aesthetic, according to exterior designer Parys Cybulski. The focus here is on beautiful, yet modern, simplicity. A design that looks both contemporary and forward-thinking at the same time, and something that will still look up-to-date in several years' time. After all, while the Prologue won't necessarily spawn its own production model, its elements will be incorporated on the next A6, A7 and A8. Up front, the most prominent feature is, of course, Audi's single-frame grille, seen here with a larger breadth than anything else in the brand's lineup, though its closest resemblance is seen on the new TT.

Recharge Wrap-up: Air Liquide buys Airgas, Audi automated parking in Boston

Air Liquide will buy US competitor Airgas for $13.4 billion. The Paris-based industrial gases company — also a major producer of hydrogen gas — will pay $143 per share in the acquisition of Airgas. The deal could help Air Liquide surpass German rival Linde as the world's top industrial gases company. "The US is a very attractive gas market, it's the largest industrial gas market worldwide," says Air Liquide CEO Benoit Potier. "It's the fastest growing market among advanced economies." Read more from Bloomberg. The US Department of Energy (DOE) will announce a new funding opportunity for hydrogen and fuel cell technology. Expected to be worth up to $35 million, the funding will focus particularly on the research, development and demonstration of technology for light duty passenger vehicles with the goal of reducing greenhouse gas emissions and petroleum consumption. This includes hydrogen production, delivery and storage, as well as fuel cell technologies, manufacturing and analysis. The DOE expects to issue the Funding Opportunity Announcement around December 10. Read more at Green Car Congress. Audi will bring network infrastructure and automated parking to the Boston area. In an agreement with the city of Somerville, Massachusetts, Audi will work to improve traffic flow and increase the efficiency of space used for parking. As the city continues to develop, Audi's automated parking project will help decrease the amount of land needed to park cars, and the extra space can be used for more important real estate. Also, an intelligent traffic management project connecting cars to traffic lights can help reduce congestion. Read more in the press release below. Audi brings automated parking to the Boston area November 17, 2015 | INGOLSTADT/BARCELONA • Memorandum of Understanding between Audi and the US city of Somerville • Urban innovations – networking with traffic lights and automated parking • Real-estate developers save space and money thanks to self-parking cars Audi and the city of Somerville, Massachusetts, are planning joint innovations for the city of the future on the east coast of the USA. Audi CEO Rupert Stadler and Mayor Joseph A. Curtatone signed a Memorandum of Understanding in the context of the Smart City Expo World Congress in Barcelona. They agreed to develop an urban strategy for Somerville, applying technologies for swarm intelligence or automated parking, and networking cars with traffic lights.