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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.

Audi Self-Driving Car Gets First Permit In California

Computer-driven cars have been testing their skills on California roads for more than four years - but until now, the Department of Motor Vehicles wasn't sure just how many were rolling around. That changed Tuesday, when the agency issued testing permits that allowed three companies to dispatch 29 vehicles onto freeways and into neighborhoods - with a human behind the wheel in case the onboard computers make a bad decision. The German automaker Audi was first in the state to receive a self-driving car permit and already has plans to test drive an autonomous A7 around the Bay Area, according to the Los Angeles Times. These may be the cars of the future, but for now they represent a tiny fraction of California's approximately 32 million registered vehicles. Google's souped-up Lexus SUVs are the biggest fleet, with 25 vehicles. Mercedes and Volkswagen have two vehicles each, said Bernard Soriano, the DMV official overseeing the state's "autonomous vehicle" regulation-writing process. A "handful" of other companies are applying for permits, he said. The permits formally regulate testing that already was underway. Google alone is closing in on 1 million miles. The technology giant has bet heavily on the vehicles, which navigate using sophisticated sensors and detailed maps. Finally, government rules are catching up. In 2012, the California Legislature directed the DMV to regulate the emerging technology. Rules that the agency first proposed in January went into effect Tuesday. Among them: - Test drivers must have a sparkling driving record, complete a training regimen and enroll in a program that informs their employer if they get in an accident or are busted for driving under the influence off hours. - Companies must report to the state how many times their vehicles unexpectedly disengage from self-driving mode, whether due to a failure of the technology or because the human driver takes over in an emergency. They also must have insurance or other coverage to pay for property or personal injury claims of up to $5 million. California passed its law after Nevada and Florida and before Michigan. The federal government has not acted, and national regulations appear to be years away. It's impossible to know the total number of self-driving cars being tested on public roads because, unlike California and Nevada, Michigan does not require special permits to test self-driving cars on public roads.

VW Group to split brands under four holding companies

The Volkswagen Group is planning a tremendous shift in its internal structure that will decentralize operations by splitting its 12 brands into four different holding companies. Here's the breakdown. Things will be split logically, considering the inter-sharing of parts, platforms, and engines. The Volkswagen brand, Seat, and Skoda make up a passenger vehicle division led by former BMW man Herbert Diess. Audi, which is tightly intertwined with Lamborghini and motorcycle manufacturer Ducati, will be managed by current Audi exec Rupert Stadler. Porsche and Bentley, which are already quite close, will be joined by Bugatti and run by Matthias Mueller. Finally, a commercial vehicles division will include Volkswagen Commercial, Scania, and Man. Former Daimler exec Andreas Renschler will take care of the big vehicles. The massive move, according to Automotive News Europe, is part of an internal VAG effort to move away from the structure established by ousted Chairman Ferdinand Piech, who favored a compact, but highly centralized, management structure to oversee the independent actions of the company's brands. Criticism of Piech's arrangement stemmed from the company's slow responses to changes in the market, ANE reports. The new structure should make for a more efficient, streamlined company that's better able to make crucial decisions. What are your thoughts? Should VAG decentralize, or did Piech have the right idea? Have your say in Comments.