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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 RS7 prototype is world's sportiest self-driving car [w/video]

Audi may not be the only automaker out there toying with self-driving automobile technology, but it is arguably the fastest of them. A few years back, it raced unleashed a driverless TTS on the Bonneville Salt Flats, then sent it up Pikes Peak and around Thunderhill. But now it's taking things a step further with the vehicle you see here.
This RS7 Sportback has been fitted with steering, brakes, throttle and transmission hooked up to a computer system that combines GPS, high-frequency radio signals and 3D imaging camera to drive the vehicle autonomously not just in slow-paced, stop-and-go traffic, but around the track at the same pace a professional racing driver would push it: full throttle on the straights, full braking before the corner and 1.1-g of cornering force.
As promised, Audi plans to unleash the self-driving RS7 - which it calls "the sportiest piloted driving car in the world" - at Hockenheim next weekend prior to the DTM season finale, where it is anticipated to pull a 2:10 lap time. The next stage will be to set it lose on the Nürburgring Nordschleife, all 154 turns and 13 miles of it, which ought to pose a heck of a challenge to the engineers from Ingolstadt. In the meantime you can scope it out in the high-res image gallery above and the second teaser video below.

Audi starts new e-gas partnership with Global Bioenergies

Audi continues to try to build its green-car cred with one more partnership to produce synthetic fuels made from renewable resources. The German automaker is hooking up with France-based Global Bioenergies to make a synthetic biofuel called e-gasoline. Audi says making this e-gas "does not create competition with food production and farmland," nipping that argument in the bud. Last summer, Audi opened a power-to-gas facility in Werlte, Germany. That factory produces hydrogen and synthetic methane, which are made from renewable energy sources such as water and excess carbon dioxide. The E-gas plant uses electrolysis to split water molecules into oxygen and hydrogen; those elements will later be set aside to power fuel-cell vehicles but in the near term, the plant will make synthetic natural gas. Audi started delivering e-gas in Germany in the fall of 2013 and estimated that it would make enough of the stuff each year to power 1,500 Audi A3 Sportback G-tron vehicles for more than 9,000 miles. Audi also operates a research facility in Hobbs, New Mexico, with renewable fuel company Joule. That plant produces e-ethanol and e-diesel. Check out Audi's press release about its new Global Bioenergies partnership below. Audi launches strategic partnership with Global Bioenergies Premium carmaker and biotechnology company developing the drop-in biofuel Audi e-gasoline Reiner Mangold, Head of Sustainable Product Development: "Another step closer to carbon-neutral mobility with Global Bioenergies" e-gasoline part of the big Audi e-fuels strategy Audi is launching a strategic partnership with Global Bioenergies. The carmaker will work with the French biotechnology company to promote the development of non-fossil fuels. In addition to the Audi e-gas and e-diesel projects, the research into e-gasoline is part of Audi's persistent efforts to find alternative fuels. Reiner Mangold, Head of Sustainable Product Development at AUDI AG: "We're taking another step closer to carbon-neutral mobility with our partners at Global Bioenergies. We are supporting an innovative technology here which can be used to produce renewable fuel. This process does not create competition with food production and farmland." e-gasoline is part of the overall Audi e-fuels strategy. Audi is already operating a research facility for the production of e-ethanol and e-diesel with its partner Joule in Hobbs, New Mexico. The Audi e-gas plant in Werlte began feeding into the grid a few months ago.