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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 pushing DOT to allow its sequential LED turn signals [w/videos]

Still in the process of trying to get its trick LED Matrix Beam headlights legalized in the US, Audi is now trying to get its front and rear sequential LED turn signals approved by the National Highway Traffic Safety Administration. Just like its auto-dimming headlights, the sequentially illuminating turn signals don't meet NHTSA's Federal Motor Vehicle Safety Standard 108.
The problem, according to Automotive News, is that the individual lighting elements are too small to meet current US safety regulations. The rule states that each lamp should be 22 square centimeters (8.6 square inches) and the whole lighted combined area must be 50 square centimeters (19.6 square inches). In the individual sequence, Audi's lights are much smaller than that. As for the Ford Mustang, which has had sequential turn signals since 2010, this system is legal since the first lens is large enough to meet the required size, so the other two lights really aren't even necessary.
It sounds like it could be some time before we see these turn signals on Audis in the US, which is a shame because in addition to their styling bebefuts, we think they're more effective at signaling the vehicle's intended direction of travel, and they do a better job of grabbing the eye. Scroll down to watch a pair of videos showing the headlights in action on the redesigned A8/S8 as well as the recently updated R8.

Audi builds its six-millionth Quattro-equipped car

All-wheel drive has become the norm particularly among German automakers. Mercedes offers its 4Matic system on a broad range of models, BMW counters with its xDrive system, Volkswagen has 4Motion, and the only Porsche you actually can't get with all-wheel traction is the Boxster/Cayman. But before all its competitors got on board with channeling power to all four wheels, Audi was making a name for itself with its Quattro all-wheel-drive system.
Now 34 years since the advent of the original Audi Quattro, the House of the Four Rings has built its six millionth vehicle equipped with all-wheel drive - only a year and a half since it hit the five-million mark. In fact these days nearly half of all new Audis are ordered in Quattro spec - more than any other automaker - resulting in a total of 710,095 Quattro-equipped Audis produced last year alone.
The landmark 6,000,000th vehicle was an SQ5 in monsoon gray metallic that rolled off the assembly line on Friday and is bound for a customer right here in the United States.