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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 sees room for TT family, including possible crossover and superlight models

With the third-generation Audi TT slated for a debut at the 2014 Geneva Motor Show in just a few weeks time, we've received some interesting news out of the United Kingdom. Speaking to the crew at Top Gear, Chief Engineer Ulrich Hackenberg made some interesting statements about the next TT, noting that he likes the idea of a production Allroad Shooting Brake.
"I can imagine the TT has much more potential than we have used up to now. That's why we did this Allroad [Shooting Brake] Concept. The trend is to smaller crossovers. So for example you do a crossover TT. It would have a big group of fans," Hackenberg told TG.
That makes it almost sound like Audi is trying to expand one popular, fashion-forward model into a wildly different niche, like Mini did moving from Hardtop to Countryman (or perhaps more appropriately, the Paceman). We'll reserve judgement, if only because the Allroad Shooting Brake was one of the more popular concepts at the Detroit Auto Show, making our Editors' Choice list.

Audi calls R18 E-Tron Quattro its 'most complex race car'

Technically speaking, Audi's R18 E-Tron Quattro is quite technical. The German automaker says the diesel-hybrid is the "most complex race car" it's ever created. And we'll take their word for it. The Audi, which pairs a V6 turbodiesel powering the rear wheels with two electric motors, is all about connectivity, giving the car's crew the opportunity to constantly monitor the vehicle while it's racing. The car sends in a host of data each lap to the crew's computers, and the vehicle's telemetry system constantly keeps tabs on things like hybrid energy levels, cockpit temperature and boost-pressure levels. In all, the amount of data parameters is more than 100 times greater than in 1989, when Audi first tested a race car equipped with automatic data transmission capabilities. Audi first released specs on the updated version of the R18 E-Tron Quattro late last year, trumpeting the vehicle's advantages in competing in the LMP1 class of the 2014 World Endurance Championship (WEC). Audi made the car a little narrower and a little taller and it complies with a new WEC regulation requiring the front end set off by a new wing. Take a look at Audi's most recent press release below. AUDI R18 E-TRON QUATTRO WITH COMPLEX ELECTRONIC ARCHITECTURE • Telemetry connection between race car and pit lane • Permanent acquisition of far more than 1,000 parameters • Various electronic control units interlinked by a multitude of CAN Bus systems Ingolstadt, May 5, 2014 – The Audi R18 e-tron quattro is the most complex race car created in Ingolstadt and Neckarsulm to date. This not only applies to the mechanics. The electronics of the most recent LMP1 race car with the four rings is more sophisticated than ever before. The age of electronic data transmission from the race car on track began for Audi in 1989. At that time, an Audi 90 quattro in the IMSA GTO series radioed eight parameters to the garage where engine speeds and a few pressures and temperatures were plotted on printouts – a tiny step from today's perspective, but one that provided important insights at the time. Today, an Audi R18 e-tron quattro on more than a thousand channels, in cycles that in some cases only amount to milliseconds, generates data of crucial importance to a staff of engineers at Audi Sport. At Le Mans, the engineers constantly monitor their race cars for 24 hours.