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Audi kicks off ad campaign tonight with stirring new spot

Following last week's entertaining and wildly popular Spock vs. Spock video, Audi has come back with a bevy of videos for its new advertising campaign that will begin airing tonight in primetime and on cable.
There are five ads altogether, but the longest one, a 60-second spot titled It Couldn't Be Done, is our favorite by far. Set to a reading of the poem of the same name by Edgar Albert Guest, the commercial chronicles the history of Auto Union Deutschland Ingolstadt from the days of its founder, August Horch, through its many decades of innovation, competition and creativity. Indeed, watching the commercial gave us chills similar to when we first heard the Ram brand's Farmer commercial that aired during this year's Super Bowl.
The other four commercials are shorter 15-second spots that focus on such familiar themes as the company's Quattro all-wheel-drive system, the safety of its vehicles, their style and the company's advances in LED lighting. While less impactful than the longer ad, we think they effectively sound the drum beat of Audi's preferred tag line: Truth in Engineering. Scroll down to watch all five new ads, starting with the 60-second It Couldn't Be Done.

Google poised to release Apple CarPlay rival this month

Apple and Google. They're the Michigan and Ohio State of the tech world. They're New York Yankees and the Boston Red Sox, Real Madrid and Barcelona, or whatever sports-based rivalry you want to cook up. Bottom line, if one company expands into a segment, it's only a matter of time before the other follows suit. And now, that rivalry is about to carry over to your car's dashboard.
Unnamed sources are reporting to Automotive News that Google will unveil its very own challenger to Apple's new CarPlay in-car operating system later this month at the Mountain View, CA company's annual developer conference. The system, allegedly called Google Auto Link, will be the first product to come from the Open Automotive Alliance, a partnership between Google, General Motors, Hyundai, Audi, Honda and hardware manufacturer NVIDIA.
The official announcement is expected to be made on either June 25 or 26, at the Google I/O conference in San Francisco. Expect to hear a lot more about Google Auto Link then.

Audi buys Ballard fuel cell patents for $80 million

While some auto companies (e.g., Toyota and Hyundai) are giving away some hydrogen fuel cell patents, others are paying a pretty penny to gain access to the H2 tech. Audi announced today that it has purchased a suite of fuel-cell patent from Ballard Power Systems. The deal between Volkswagen Group and the Canadian fuel cell pioneer is worth over $80 million US. Unsurprisingly, the value of Ballard's stock shot up about a dollar (to $2.61 as of this writing) on the announcement. VW and Ballard will also extend their development agreement, originally scheduled to end in 2017, to March 2019, and possibly another two years after that. Thus far, the deal – which revolves around the "design and manufacture of next-generation fuel cell stacks" for VW's H2 demonstration program – and Ballard says it is a leader in "critical areas of fuel cell product design – including the membrane electrode assembly (MEA), plate and stack components – along with certain testing and integration work." At the LA Auto Show last fall, VW showed off a Golf SportWagen and a Passat with a hydrogen hybrid HyMotion powertrain as well as a Audi A7 Sportback H-Tron Quattro. Audi buys fuel-cell patents from Ballard Power Systems Development agreement with Ballard extended until 2019 Audi's Head of Development Prof. Hackenberg: "The entire VW Group will use these patents." Ingolstadt/Burnaby, February 11, 2015 – AUDI AG has acquired a package of patents relating to fuel-cell technology from Ballard Power Systems Inc. In addition, the Volkswagen Group has extended its cooperation with the Canadian clean energy company until 2019. The purchase of these patents will provide new impetus for the development of fuel-cell drive systems at Audi, VW and the Volkswagen Group. As explained by Prof. Dr. Ulrich Hackenberg, Member of the Board of Management for Technical Development at AUDI AG and responsible for the steering of the development departments of all brands in the VW Group: "Audi is acquiring these strategically important patents for the entire group and will make them available to all the brands. In this way, we are securing crucial expertise that will provide new impetus for the further development of this technology." Ballard Power Systems Inc. is based in Burnaby, Canada, and is one of the world's leading companies in the technology of proton exchange membrane fuel cells.