2009 - Audi S5 on 2040-cars

Auto blog

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.

Audi CEO says brand's EVs are almost as profitable as its other cars

After, oh, a hundred years or so of building vehicles primarily powered by internal combustion engines, automakers around the world have been and still are pumping billions of dollars into the development of electric vehicle technology. Everything from platforms and batteries to motors and the software to control it all requires untold hours of development, and that takes time and money. Fortunately, it's not going to take long for that massive investment to start paying off, at least according to Audi CEO Markus Duesmann, who told Reuters in an interview that "The point where we earn as much money with electric cars as with combustion engine cars is now, or ... next year, 2023. They are very even now, the prices." As a brand, Audi contributed more than a quarter of overall profit for the massive Volkswagen Group, which has such powerhouse brands as Volkswagen and Porsche among others. Under the Audi umbrella are Lamborghini, Bentley and Ducati, and it seems those high-end branches aren't going anywhere, at least for now. "These brands ... are very valuable very profitable brands, where we can even expand the synergy level in the future," Duesmann said in the interview. "There are no plans whatsoever to get rid of them." Despite the overall profitability of the brand, the ongoing global chip crisis is causing headaches. "We had a very strong first half in 2021. We do expect a much weaker second half," said Duesmann, who added, "We really have trouble." In fact, so serious is the trouble that the brand is forced into "a day-to-day troubleshooting process" to limit the chip-shortage damage. The good news for the automaker is that Audi has been able to boost its profit margin from 8% prior to the pandemic in 2019 to 10.7% in the first half of 2021. The bad news is that various chip shortages aren't expected to get a whole lot better over the rest of the year. Related video:

Sunday Drive: From a mid-engine 'Vette to a restomod RV

Automotive enthusiasts are a diverse bunch. As proof, we present last week's top posts on Autoblog, starting with some really good spy photos of the upcoming mid-engine Chevrolet Corvette. Will it be sold alongside a classic front-engine 'Vette? We have no idea, but we can't wait to find out. Up next is a pickup truck. Can't get much further from a supercar, right? At least both the Corvette and the 2019 Ram 1500 – which will debut a radical new design that appears to eschew the mini big-rig look of past Rams in favor of something more refined – are both American. Decidedly not American? The Mercedes-Benz G-Class SUV. The boxy off-road 'ute looks a heck of a lot like the old one, which is probably a good thing, but we know it'll be fancier and more luxurious than ever before. Check out the leaked images below. Also hailing from Germany, but sharing absolutely nothing else in common at all, is the Audi A4 Allroad. We've been driving this all-wheel-drive wagon for a while now, and we like it quite a bit. And, last but not least, is a 1959 bus that's been converted into an RV. Like we said, y'all certainly are a diverse bunch. Mid-engine Corvette — our clearest pictures yet 2019 Ram 1500 shows its full face 2019 Mercedes-Benz G-Class revealed in leaked photos 2018 Audi A4 Allroad Drivers' Notes Review | Wagons still rule This Mercedes O 319 restomod camper van shames your VW Microbus Audi Chevrolet Mercedes-Benz RAM Truck Coupe Minivan/Van SUV Future Vehicles Luxury Off-Road Vehicles Special and Limited Editions Performance Supercars mid-engine corvette recap sunday drive