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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 S3 with manual transmission still on table for US

The fine folks at Fourtitude recently sat down with Audi of America President Scott Keogh, and among other things, learned that the potent little S3 sedan could be offered with a manual transmission in the United States someday. That sort of sounds like the usual company line to us, but Keogh reportedly said the company is "looking very closely" at adding the manual to the S3, which currently is only available with a dual-clutch automatic.
Fourtitude also brought up the possibility of a hotter RS3 - a vehicle we've seen testing before, as a hatchback. We don't doubt that this more potent compact is already a done deal, but Keogh reportedly mentioned that the sedan will get this treatment. An RS3 for the US? Sign us up, for sure.
Head over to the Audi enthusiast site to read more from their talk with the company's US boss.

Audi A3 E-Tron Sportback already getting residual value love

It's a tricky game, but the folks at Auto Bild and market research institute Schwacke are looking into the future. Through the mists of future time, they say that they think that buying an Audi A3 Sportback e-tron plug-in hybrid today is going to look like a smart buy in a few years. The German automaker likes what it sees in terms of resale value for the plug-in hybrid A3, Audi's first mass-produced plug-in, and the car has already been named a "Wertmeister." That's the "value champ" designation that Auto Bild hands out every year. Audi says the A3 e-tron has the "most stable residual value in its class," and is expected to retain more than 57 percent of its original value four years after rolling off the dealership lot. That gives the plug-in hybrid bragging rights to the "Wertmeister" award for the Compact Car category. Audi also won second place in the Full Size category with its Audi A6 Avant 3.0 TDI The German automaker started sales of the A3 e-tron last summer in Germany, pricing the model at about $51,500. The cars has 204 horsepower, can go from 0 to 60 miles per hour in less than eight seconds and has an all-electric range of up to 31 miles. Check out Audi's press release below, and take a look at our First Drive impressions of the model here. Audi A3 Sportback e-tron is "Wertmeister 2015" Auto Bild crowns Audi A3 Sportback e-tron "Wertmeister 2015" Audi A6, Audi A7 and Audi Q3 also awarded top-three places Ingolstadt/Berlin, February 5, 2015 – the Audi A3 Sportback e-tron* is the car with the most stable residual value in its class. That was the conclusion drawn by Auto Bild and market research institute Schwacke. The A3 e-tron stands out with the best residual value forecast among the compact cars, receiving the title "Wertmeister 2015". Every year, Auto Bild and Schwacke select the cars in each class that are expected to depreciate the least during the following four years. The winners take the "Wertmeister" title. The Audi A3 Sportback e-tron is the winner in the "Compact Car" category with a residual value of 57.3 percent. The Audi A3 e-tron is the first plug-in hybrid from Audi. It combines sporty power with impressive efficiency and abundant driving enjoyment with unrestricted everyday utility.