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Audi R8: Commander

We're not sure that "Choosing the moon brings out the best in us" is an appropriate tag for an automaker, much less a German automaker. But hey, when it comes to commercials that air during the Super Bowl it's all about playing up greatness, America, and working in Rock and Roll anthems. Audi hits all three here. 205-horsepower supercar? Check. Great moment in our national history? Check. David Bowie's Starman? Check. Add in a dollop of the R8's wicked V10 engine noise and, well, we'll watch this one more than once. And in case you want more R8 and Bowie, click here for the extended version. Marketing/Advertising Audi Super Bowl Commercials 2016 super bowl ad

Audi Sport plots ambitious growth for RS lineup

Audi Sport is set to double its range of high-performance, RS-badged vehicles, reports Autocar. In an interview, Stephan Winkelmann, head of Audi Sport, revealed plans to add eight RS models to its lineup by early 2018. Winkelmann didn't reveal which vehicles would get the RS treatment, but said that "it is better to under-promise and over-deliver." Audi has several RS-badged cars, including the RS7, RS6 Avant, TT RS (both in its hard-top and soft-top variant), RS Q3, and RS3 (some of which are sold in the US). Autocar believes that the A1, A4, and Q5, along with the R8 are next in line to get the RS treatment in some markets. With Mercedes-AMG selling more vehicles, 80,000 units over the past few years, according to Autocar, it makes sense for Audi Sport to follow closely behind with a similar idea. While Mercedes is placing the AMG badge on its vehicles to bridge the gap between its high-performance and lower end models, Audi Sport says it's taking a different tactic. "We are not going to do what they do," Winkelmann said. Even without the extra vehicles, Audi RS sales could top 20,000 units this year, reports Autocar, with Winkelmann stating that the brand would experience "double-digit growth this year." Hopefully, Audi Sport's decision to add more RS models will result in some of those high-performance cars coming to the US. Related Video: Featured Gallery 2018 Audi RS3 Sedan: Paris 2016 View 15 Photos News Source: AutocarImage Credit: Live photos copyright 2016 Drew Phillips / Autoblog Audi Convertible Coupe Wagon Performance Sedan

Shuffle at Lamborghini sends CEO to Quattro GmbH

A management shakeup in Volkswagen Group's high-performance divisions will make Stephan Winkelmann (above) the new chief executive of Audi's Quattro GmbH on March 15. On the same day, former Scuderia Ferrari team principal Stefano Domenicali will replace Winkelmann as Lambo's boss. These changes are necessary because current Quattro chief Heinz Hollerweger is retiring. Rumors of these exact shifts cropped up in Italian media in December. Winkelmann began leading Lamborghini in 2005, and he has been at the helm for massive growth at the company. In 2015, the Italian supercar maker delivered a record 3,245 vehicles, and it had just set its previous best of 2,530 units in 2014. His new role at Quattro GmbH puts Winkelmann in charge of Audi's equivalent to M at BMW or AMG at Mercedes-Benz. The division is responsible for the Four Rings' R and RS production models, the Audi Sport customer racing program, and Audi Exclusive customization service. "In the future, the Audi Sport brand is to be positioned more clearly," the company's announcement said, which hints at one of Winkelmann's duties. Domenicali has been closely associated with Lamborghini rival Ferrari during his career and had years of experience within the automaker's racing team. He started in financing at the Prancing Horse in 1991 and moved to business planning for the Scuderia Ferrari F1 squad in 1993. He held many positions there and eventually ascended to the top as team principal in 2008. Domenicali resigned from leadership in 2014 because of the team's poor performance, but Audi quickly snapped him up as its as Vice President New Business. He now gets the reins of one of Italy's premiere supercar makers. Related Video: Stephan Winkelmann to be new CEO of quattro GmbH As of March 15, 2016, Stephan Winkelmann (51) will be the new CEO of quattro GmbH, a 100 percent subsidiary of AUDI AG, which produces and distributes the high performance R and RS models. Winkelmann was President and CEO of Automobili Lamborghini S.p.A. since January 1, 2005. Heinz Hollerweger (62), the current Head of quattro GmbH, is to retire after almost 40 years of successful work for Audi. "With his experience from more than eleven years in charge of Lamborghini, Stephan Winkelmann will be a key contributor to the further growth of quattro GmbH," says Rupert Stadler, Chairman of the Board of Management of AUDI AG.