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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.

China probing German automakers over spare parts

The Chinese market has proven to be a boon to German luxury automakers. However, the way that the companies have allegedly been controlling their supply of spare parts has begun to draw the ire of the nation's government. According to insiders speaking to Bloomberg, officials from the country's economic planning organization have opened a probe into Audi, BMW, Mercedes-Benz and some Japanese carmakers over claimed price inflation and limiting supply.
Specifically, the investigation centers around two aspects of how the companies do business, according to Bloomberg. Investigators want to know whether the original equipment component makers are able to sell spare parts only to automaker-authorized dealers or if they are also available to independent shops. There is also the issue of whether the price markup on replacement pieces is too high. The tight controls could be partially explained by China's reputation for producing counterfeit parts.
Evidently, the investigators haven't checked parts prices at car dealers elsewhere in the world. At least in the US, paying more at the dealer for factory components just goes along with owning a vehicle. If evidence of price fixing is found, the companies could face fines the equivalent of millions of dollars, according to Bloomberg.

Honda, Audi sweep European tin-top championships

Despite his win at the Japanese Grand Prix this weekend, Sebastian Vettel still has another race or two to go before he can claim his fourth consecutive World Championship in Formula 1. Back in Europe, however, this weekend saw several championship titles decided in a variety of tin-top racing series.
In the British Touring Car Championship, Gordon Shedden won the final round at Brands Hatch this weekend, but that wasn't enough to defend his title. Instead, the ultimate glory went to Andrew Jordan, also driving a Honda Civic, coming in ninth place to take a seven-point victory over Shedden in the final standings. Little wonder then that Honda took the constructors' championship and the Honda Yuasa Racing team took the teams' title. Four-time BTCC champion and Fifth Gear co-host Jason Plato, now driving for MG, landed third in the standings.
While Honda dominated the British championship, it was Audi that reigned supreme in mainland Europe. In the Superstars International Series - Italy's touring-car championship - Gianni Morbidelli drove the Audi RS5 to his fifth title, finishing the season's final race in a calculated third place behind the BMW racecars of Giovanni Berton and Max Mugelli. It's the second consecutive win for the RS5 in the Superstars series (Johan Kristoffersson won the title last year), and the second this year following Mike Rockenfeller's title in the RS5 DTM.