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Audi goes out of this world to sell R8 at the Super Bowl

Audi lets the new R8 V10 Plus blast off in the German brand's space-themed Super Bowl ad titled The Commander. The touching commercial puts a forlorn, retired astronaut behind the supercar's wheel, and he gets to relive the experience of leaving the bonds of Earth. Plus, David Bowie's Starman is the perfect choice for the score. Audi's ad makes the clever decision to link the supercar's rapid acceleration to a rocket launch in in viewers' minds. The spot also resonates emotionally because the retired astronaut only experiences the R8's performance because his son is worried about him. While not as humorous, we think the new spot does a better job of selling the R8's capabilities than the company's famous The Godfather Super Bowl commercial. The 60-second version of The Commander (above) will air during the game's first quarter. You can watch a 90-second cut below to enjoy a little more of the R8 and Bowie. SHOOTING FOR THE MOON, AUDI DEBUTS BIG GAME SPOT CALLED THE COMMANDER 60-second spot to air in first quarter of the big game Feb. 7 "The Commander" to feature the next-generation Audi R8, arriving in U.S. showrooms in Spring 2016 2016 marks return and eighth year for the brand as a big-game advertiser February 03, 2016 - HERNDON, Virginia -- Audi of America returns to the biggest night in football with a 60-second commercial titled "The Commander." A 90-second extended version of the spot is now live on the Audi YouTube channel. Featuring the all-new Audi R8 V10 plus, "The Commander" will air on Sunday, Feb. 7 during the first quarter of the Big Game. San Francisco-based Venables Bell & Partners created the commercial. "The Commander" tells the story of a retired astronaut who rediscovers his lust for life. Viewers watch as the man, surrounded by memories of the golden age of space exploration, sits solemnly, deep in reflection. When his son hands over the keys to a new Audi R8 V10 plus, he gets behind the wheel and relives the thrill of a rocket-like ride under the stars. Viewers watch as newfound life stirs within the Commander. Audi reminds us that amazing things happen when we shoot for the moon. The 2017 R8 is the fastest and most powerful Audi of all time. In its second generation, the all-new Audi R8 V10 plus has a top speed of 205 mph with a 3.2-second 0-60 mph time for "rocket-like" performance.

Jon Olsson's 1,000-hp Audi RS6 Avant stolen at gunpoint, burned

Swedish professional freeskier Jon Olsson loves some insanely modified vehicles, like his Rebellion R2K, but tragedy recently struck for one of his crazier former rides. The custom Audi RS6 Avant was a wild wagon with DTM-inspired bodywork and an engine tuned to a claimed 1,000 horsepower. Unfortunately, the machine was stolen in a brazen armed robbery. Making matters even worse, the crooks torched the car at the end of their joyride. Olsson drove the tuned RS6 in this year's Gumball 3000, and later sold it to a dealer in the Netherlands, according to Auto Evolution. Recently, the wagon was taking part in a photo shoot in Amsterdam. That's when two armed men showed up to steal the Audi. Somehow in the chaos, the robbers' van caught fire, and they got away with the RS6. The criminals weren't too clever, though, because they didn't think to grab the key from the owner's pocket, Car Throttle reported. That would have made the Audi much more difficult to start again, if they shut if off. Although, that apparently never became a problem. The crooks sped off and eventually dumped the car before police were ever able to get them. In a final act of destruction, the thieves also incinerated the one-of-a-kind RS6. An investigation is ongoing. Olsson's Instagram post below shows how little is left of this once incredibly cool wagon. "But now I am more motivated than ever to follow this build up with something just as good," Olsson wrote on his website. Poor poor #RS6DTM Such a sad sight! ??? Who would do such a thing! #hurtsmyheart A photo posted by Jonolsson1 (@jonolsson1) on Oct 15, 2015 at 8:03am PDT Related Video:

Daimler, BMW, Audi consortium nabs Nokia maps for $2.72B

A consortium of German automakers made up of Daimler, BMW, and Audi has reportedly banded together to buy Nokia's Here mapping division for the equivalent of about $2.7 billion. The particulars of the deal aren't yet official but could be announced at the end of July. Reuters claims that this info comes from anonymous insiders speaking to Manager Magazin in Germany. It might be too soon, however, to declare a buyer. Reuters also spoke to two other insiders, and they said that no deal has been completed yet. None of the firms involved has officially spoken about the negotiations. Some of the other bidders for the division have reportedly bowed out. Here is a high-definition digital mapping company that controls about 70 percent of the auto market. The company has a fleet of vehicles with cameras and LIDAR (pictured above) to generate all of the necessary information. It also partners with trucking companies to use their GPS data. Nokia started looking for potential buyers for Here earlier this year. Tech giants that reportedly included Uber and Apple were rumored to be interested, while German automakers also teamed up to submit a joint bid in part to protect their access to the maps. On paper, Here is only valued at around $785 million, but a sale in the billions now seems assured. Related Video: News Source: ReutersImage Credit: Nokia Here Earnings/Financials Audi BMW Technology here nokia here