2001 Silver! on 2040-cars

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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.

2015 Audi A3

The five-door Audi A3 hatchback, on sale in the States since the 2006 model year, never earned the respect it deserved. Despite possessing the automaker's well-regarded build quality and a range of strong powerplants (including an excellent diesel option), the entry-level model always played second fiddle to the rest of the Audi lineup, suffering from less innovative technologies and fewer premium options on its list. Many buyers considered it inferior to the rest of the models in the company's showroom. But those misconceptions could be about to change, as Audi is in the midst of introducing its third-generation A3 family to the States with expectations that the range will finally align with the rest of its portfolio.
First to arrive is this new sedan, notable as it is the first time the A3 has been offered as a compact four door. The new bodystyle is positioned as a premium C-segment offering, with its most obvious competitor being the new Mercedes-Benz CLA-Class (BMW has not officially announced a 2 Series Gran Coupe, which would be the third entrant in the segment). The automaker says its "A3/S3 models will be among the most technically advanced Audi products around" and there will be "no sacrificing Audi craftsmanship and premium appointments." To put the automaker's claims to the test, we spent a week with this new sedan in Southern California.

Weekly Recap: The divergent paths of Tesla and Fisker

There's no doubt that Tesla is downshifting while Fisker has been grinding its gears. But it wasn't always that way.
In the wake of Tesla's recent success, it's easy to forget that there were once two California electric carmakers with bright futures.