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Why won't automakers slap on a turbo badge anymore?

Where have all the turbos gone? Not the actual pieces that go in the engine, mind you, those are everywhere these days as automakers downsize cylinder counts and boost efficiency and CO2 claims. But the turbo badges and fanfare are missing. Back when turbos were something to get excited about there was "turbo-driven," "turbonium," and "The Turbo Zone," among other silly lines. But now that basically every car is getting some sort of boost even on the lowliest trims, automakers are almost sliding in the turbos under the radar. Or if you look at some of the nomenclature, pretending they don't exist at all. The 911 Turbo badge shows where the car goes from being sane to lunatic. It's an important border. The latest automaker to hide that it has boosted the turbo presence is Porsche with the 2017 911 lineup. Even the standard Carrera models now get turbocharged flat-six engines, meaning the 911 Turbo models aren't quite as special as they once were. Porsche is in a sticky situation with this. The 911 Turbo, after all, signifies where the 911 family takes off from being a sports car and becomes the Ferrari fighter. The 911 Turbo badge shows where the car goes from being sane to lunatic. It's an important border, but now Porsche has crossed it and is trying to downplay the fact. There are a lot of exaggerations with displacement badges today, with claims the 2.0-liter turbo four in a Mercedes C Class equates to a naturally aspirated 3.0-liter six to make a C300. Volvo is pretty far up there, too, saying an XC90 T8 means V8 power, even though it's a 2.0-liter turbocharged and supercharged four with electric assist. I don't know why BMW can't just call the car a 330i Turbo, rather than inflating the numbers up to 340i. Saab tried all of this back in the '90s when it decided to turbocharge its entire lineup, from light pressure units all the way up to models actually called "Saab 9-3 HOT" (for high-output turbo). But then the brand deleted any external reference to the turbo under the hood and people wondered why they were buying a $42,000 four-cylinder convertible. And that didn't turn out well. Even though these turbo replacements often make more power than their naturally aspirated predecessors, they're very different engines. People knew something changed when they exchanged their leased 328i with a 3.0-liter six for a 328i with a 2.0-liter turbo four.

Porsche picks Maria Sharapova as brand ambassador

Russian-born tennis superstar Maria Sharapova has just inked a three-year deal with Porsche to be its brand ambassador, a position that will put her on a global campaign for the German automaker. The 26-year-old athlete isn't new to the role - she previously signed a similar three-year deal with Land Rover in 2006.
"Maria Sharapova is an exceptional athlete. She combines top performance in her sports with elegance and power. These are precisely the qualities that are embroiled in our sports cars," explained Matthias Mueller, CEO of Porsche AG, during the announcement. "Her profile and charisma are an ideal fit for Porsche. She is also highly respected around the world and enjoys an outstanding reputation," he added.
Some consider Porsche's choice of a female tennis player as its ambassador interesting, if not surprising. The automaker has traditionally marketed its vehicles with a masculine edge - Sharapova and the sport of tennis position the brand in a different light - likely an intentional decision. Do you think Porsche's choice was a good one? If not, who would you choose as its global ambassador?

Porsche 960 could come with quad-turbo flat-eight engine

Getting a bead on the target that is the so-called Porsche 960 is not easy, as the target keeps moving. First labeled the 960, then the 961, and now back to being called the 960, it is Porsche's take on a supercar specifically aimed at Ferrari - the latest report in Automobile says that Porsche's internal moniker for it is "FeFi," which stands for "Ferrari Fighter." Because it is expected to cost as much as the top-tier V12 Ferrari, Porsche wants the engine solution to justify the price tag. That means, according to author Georg Kacher, a 3.9-liter, quad-turbo flat-eight engine with 650 horsepower.
Last summer, the engine was mooted to be a twin-turbo flat six. A few months later, the rumor was that it would use the 4.6-liter V8 from the 918 and have about 570 horsepower. This new mid-engine configuration would be quite the leap, giving the 960 more power than the 918 Spyder (pictured) and 911 GT2 RS, and utilize other tech features like four adjustable camshafts and "a complex multistage intake manifold." In this scenario, power would be run through a seven-speed dual-clutch transmission and all-wheel drive.
Build materials are still slated to be a hodgepodge of materials including aluminum, steel, carbon fiber, titanium and magnesium. The boosted flat-eight, all-wheel drive and a 3,000-pound weight could get the 960 from zero to 60 miles per hour in just 2.5 seconds. Since it is looking squarely at Ferrari, the idea that the 960 will be a "four-door coupe" can probably be put to rest. For now.