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Audi revisits Ahab on desert island paradise in new ad

Well, call us Ishmael. Long ago (okay, about eight months), Audi debuted an ad during the NFL playoffs called "Ahab." It showed a salty tow truck driver and his years of catches. During that time, one particular car eluded and haunted him - a white Audi A6, whose Quattro all-wheel-drive system had no issues with the inclement conditions.
Now, there's a sequel that has Ahab, not dead and not missing any legs, on a tropical island. What he doesn't realize, though, is that the white whale (which, Audi, if you're going to associate an animal with a luxury sedan, a whale isn't the best choice) has followed him. Take a look at chuckle-worthy spot below, and then click over and see the spot that started it all from back in January.

BMW says SUVs killed the sports car market

In many ways, we're living in a golden age of automotive performance. After all, it's possible to show up at a Dodge dealer, hand over about $60,000 and storm away with a 707-horsepower Challenger Hellcat. Or for those who prefer a touch more luxury, the BMW M4, Mercedes-AMG C63 and latest Cadillac ATS-V offer between 425 and 503 horsepower, depending on your pick, with a bit more poshness. However, none of these powerful vehicles fit the classic definition of a two-place, droptop sports car, and according BMW head of sales Ian Robertson, that's because the segment is very much in the doldrums.
According to Robertson, two factors seriously wounded the classic sports car market. First, the global economic crisis of a few years ago put a serious hurt on sales, according to Bloomberg. Further worsening the situation, the boom in popularity of luxury SUVs and crossovers in the past few years hasn't allowed for much recovery. Even car-hungry China hasn't helped much because of the smog in many cities and preference among some of the very rich there to be chauffeured.
Combined, Audi TT, BMW Z4 and Mercedes-Benz SLK sales peaked around 114,000 units a year in 2007, but they are only expected to reach 72,000 annually by the end of the decade. Robertson is pretty pessimistic about the market's comeback too. "Post-2008, it just collapsed. I'm not so sure it'll ever fully recover," he said to Bloomberg.

2016 Audi TTS Quick Spin

So, this is awkward. Last week, you (hopefully) read my Quick Spin on the Mercedes-Benz C450 AMG, a vehicle that I argued was dynamically very good, but wasn't so much better than the standard C300 to make it a worthwhile buy. Now I'm going to voice a similar opinion. The Audi TT has always been a vehicle you bought for the style, rather than the performance. If you wanted an athletic two-seat German, you just bought a Porsche Boxster. But the TT, that's a car you bought for the way it looks. And the way it looks remains the strongest argument against the car you see here, the TTS. In short, it's quick, agile, and more aggressive looking, but none of those qualities are so dramatically better than the plain-jane TT. Another Autoblogger came to this conclusion while tracking the new TTS – now I'll explain where this car misses the bull's eye on the road. Driving Notes Audi will probably never match the design impact of the original 1998 TT, but the third-gen feels like a more mature, cohesive evolution of the handsome second-generation car. The front and rear fascias are sharper, more muscular, the headlights/taillights chiseled and emotive, and the front grille significantly more powerful. Even in the subdued Daytona Gray shown here, this is a car that can get people staring almost as easily as that original model. The interior of the third-generation TT is as much a design triumph as the first TT's exterior. It's a master class in clean, simple, elegant design, but it's also extremely disorienting. Buttons for the HVAC system are hidden on the vents themselves and not having a central display of any kind is jarring. Once you get used to the layout and embrace the absolutely exceptional Virtual Cockpit – seriously, I'm convinced this is the finest piece of in-car technology on the market – the cockpit layout just starts making sense. This is a compact cabin, but it's a wonderful place to spend time. In addition to Virtual Cockpit, the S Sport seats (optional on the standard TT) are supportive and perfectly snug. Even for the big boned, the flat-bottomed steering wheel is a delight. The material quality is high across the board. Perhaps the biggest complaint is the charitably named backseats. Audi should just go with an R8-style shelf back here – those tiny buckets aren't fooling anyone. It'd make for a more versatile interior. Audi's current TT engine line is restricted to 2.0-liter, turbocharged four-cylinders.