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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.

2016 Audi S6 and S7 First Drive

Audi paired the S6 and S7 for the purposes of this test in Southern California, but these are rather disparate cars. A three-box sedan, even a sporty one like this S6, is for a specific kind of customer. A sleek, four-door hatchback like the S7, on the other hand, is for a different kind of person. These two people might not be as different as Dr. Jekyll and Mr. Hyde, but at the very least the S7 is the S6's lothario neighbor – the one who's always got a glass of scotch in one hand and a chambermaid in the other. A day spent in the canyons around Los Angeles proves there's a big difference between these cars. First, though, let's discuss their similarities. The S6 and the S7 get the same design overhaul we detailed in our piece on the 2016 Audi A6, namely the edge work done on the grille, bumpers, headlights, and taillights. Additionally, they get Audi's new MMI system – the brand's next step in infotainment. A day spent in the canyons proves there's a big difference between these cars. Changes exclusive to these S models include flat-bottomed steering wheels with model badges at the base of the center spoke, and aluminum-finish shift paddles. The pedals and footrest get the aluminum look as well. There's also a new shift lever, and a revised design for the Quattro badge. New seat and surface treatments join the options list, such as Beaufort Walnut inlays and Valcona leather seats in Cedar Brown. The S7 has a new Arras Red interior option as part of its design selection palette, but the striking addition there is the carbon fiber inlay it comes with, which is interwoven with a red thread. You lean in really, really close and see that scarlet yarn, and the cockpit immediately feels more special. It's the kind of beautiful subtlety you expect from Audi, and the result is a scrumptious cabin. The twin-turbo, 4.0-liter V8 gets 30 more horses, topping out at 450 horsepower. Torque remains the same at 406-pound-feet, but fuel economy increases ever so slightly to 18 miles per gallon in the city, 27 mpg highway, and 21 mpg combined. The S6 makes a meal of curves, but it does give away a hint of the effort. It seems that a fair number of buyers wanted S vehicles without the whole suite of go-fast bits; they liked having the "S" on their chests, they didn't need all of the superpowers. Thus, Audi took the Quattro sport differential and dynamic steering off the standard menu, and bundled it with the sport exhaust to create the now-optional Sport Package.

Audi targeting hipsters with A3 launch parties

Audi is planning quite a shindig for the launch of the A3 sedan, and it only wants young folks to show up. The Four Rings' new entry-level model will begin hitting showrooms later this month, and it is planning a launch party on April 3 at all of its roughly 280 dealers aimed at youthful, influential buyers - hipsters, for lack of a better word.
According to Automotive News, the company has sent a 64-page party-planning guide to its dealers on how to appeal these tastemakers in their late-20s to early-40s. The guide says the audience "should reflect an uncompromising spirit in a generation that refuses to settle or sell out." Audi never specifically uses the h-word in its marketing, which is good because it carries some negative connotations. However, recommendations like serving craft beer and bacon doughnuts and playing indie bands like Chvrches, Empire of the Sun and M83 certainly show that the automaker would love to gain some hipster-cred.
It may seem odd for a free spirits to desire a new Audi, but the carmaker might be playing the long con with these parties. Maybe they can't afford an A3 yet, but the $30,000 compact is likely close enough within their financial reach to at least be realistic. If the brand can appeal to them early, then they could be more likely to come back later when it's affordable.