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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.

2017 Audi R8 First Drive

You might think the new Audi R8 is a Lamborghini in a business suit. You'd be wrong; the Huracan is an R8 in a Heinlein shock trooper suit. This is the most raucous, rowdy Audi yet, and it's most certainly a supercar – even when parked next to its bawdier Italian cousin. Although the Huracan has been on the street for nearly a year now, the new R8 and the Lambo were developed in parallel. Audi handled most of the engineering workload, with the Huracan receiving Lamborghini's styling and tuning finesse on top of its Audi-built V10 engine and seven-speed dual-clutch transmission. The R8 gets Audi's motorsports-inspired best. Tally it all up and you have two very different cars built from very similar components. Of course, that could also be said of the R8 and its racing doppelganger, the R8 LMS, the racecar built for WEC endurance racing. That car, in fact, is more closely related to the R8 than is the road-going Huracan – the wheelbases are the same, 50 percent of the parts are shared, and the bodies-in-white are built on the same line. The racecars are pulled off line for occasional tweaks or additions, then slotted back in to run through most of the same workflow as the R8s that will eventually end up on the streets. Like a new pair of your favorite shoes, the new R8 is familiar and foreign at the same time. This development program pulls from the best of a legendary supercar brand's flair for presence and idiosyncrasy. It also takes lessons from the company's customer racing effort, as well as Audi's own impeccable taste in road manners and clean, elegant design. The end result is an inspired supercar with daily-driver comfort and a surprisingly aggressive side. Like a new pair of your favorite shoes, the new R8 is familiar and foreign at the same time. It's more comfortable and compliant on the street, thanks to a new chassis that's 40 percent stiffer, allowing for a more forgiving suspension tune. The completely reworked 5.2-liter V10 engine has a Great White bite to go with its Rottweiler bark, but only after you provoke it from polite mode with a press of either the Drive Select button or the exhaust sound switch. The seats are comfortable – that can be said for both the standard sport seats or optional carbon-shell, race-style buckets. Wrapped in a cabin that's much more futuristic and forward-looking than the last R8, the overall driving experience is refined, luxurious, and high-tech.

Audi TT Offroad concept packs 408 hybrid horsepower, yet returns 123 mpg

Audi took the wraps of its TT Offroad Concept at the Beijing Motor Show, after teasing us with sketches earlier this month. "The Audi TT offroad concept provides a glimpse of how we might imagine a new model in the future TT family," says Prof. Dr. Ulrich Hackenberg, Member of the Board of Management for Technical Development. "It combines the sporty genes of the TT with the strengths of a compact Audi SUV."
The latest in Audi's eTron show cars reminds us an awful lot of the the Audi Allroad Shooting Brake concept that debuted a few months ago at the Detroit Auto Show. In addition to very similar physical appearances, the two share the same plug-in hybrid propulsion systems (the "plug-in" part is a bit misleading, as the concept simply needs to be parked over an inductive pad to take advantage of Audi Wireless Charging technology).
Proving that hybrid power never has to be a compromise, the TT Offroad Concept packs a 292 horsepower turbocharged 2.0-liter four-cylinder under the hood. The combustion engine is assisted by two electric motors (rated at 40 kW at the front and 85 kW at the rear) to provide a total system output of 408 horsepower and nearly 480 pound-feet of torque. With all-wheel drive, the concept hits 60 mph in 5.2 seconds and tops out at 155 mph - while returning a provisional fuel efficiency of 123 miles per gallon equivalent.