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Why we can't have better headlights here in the U.S.

It wouldn't be a European auto show if we weren't teased with at least one mainstream vehicle we can't have here. At the Geneva Motor Show last week, the small but vocal contingent of shooting-brake buffs lamented that the Mazda6 wagon won't be coming to our shores, although they can take comfort in the fact that the vehicle won't get the torquey 250-horsepower 2.5-liter turbocharged gasoline engine we'll get here. Mercedes-Benz also announced a new headlight technology in Geneva that likely won't be available here anytime soon. It's just the latest in a long line of innovative and potentially lifesaving front-lighting solutions that the federal government doesn't allow in this country due to outdated standards — and a current lack of leadership at the U.S. Department of Transportation. Mercedes-Benz's new Digital Light system that debuted in Geneva uses a computer chip to activate more than a million micro-reflectors to better illuminate the road ahead. The Digital Light headlamps works with the vehicle's cameras, sensors and navigation mapping to adjust lighting for the given location and situation and to detect other road users. The Digital Light technology also serves as an extended head-up display of sorts by projecting symbols on the pavement ahead to alert drivers to, say, slippery conditions or pedestrians in the road. And it can even project lines on the road in a construction zone or through tight curves to show the driver the correct path. Digital Light will be available on Mercedes-Maybach vehicles later this year, although like any technology it's bound to trickle down to less expensive vehicles. That is, if we ever get it here in the U.S. Audi, a leader in automotive lighting, has repeatedly run into snags trying to bring state-of-the-art car headlights to the U.S. The German luxury automaker's recently introduced matrix laser headlight system, which performs many of the same trick as Mercedes-Benz's Digital Light, also isn't legal on U.S. roads. And five years after the introduction of its matrix-beam LED lighting, which illuminates more of the road without blinding oncoming motorists with brights by simultaneously operating high and low beams, Audi still can't bring that technology to the U.S. either.

Audi kicks off A3 celebrity-fest marketing campaign with Dues

Audi is desperate to appeal to young people with its new 2015 A3 sedan. It's planning launch parties around the country to present the new model to these younger buyers, and its latest tactic is a series of videos starring celebrities the company considers trailblazers to further captivate youthful buyers.
The advertising campaign starts with a spot titled Dues starring comedian Ricky Gervais, chef David Chang, photo journalist Lynsey Addario, comedian Kristen Schaal, boxer Claressa Shields, artist collective Cyrcle, and church choir Voices of Destiny. It's being followed up with seven, minute-long online documentaries called Uncompromised Portraits about the folks featured in the new ad. Audi believes that they are all trailblazers who have forged their own way, and it's all supposed to fit with the A3's slogan of "Stay Uncompromised."
Dues will play during the NCAA March Madness tournament. Audi is also running two, 30-second commercials during the games to highlight the sedan's technology and two, 15-second ads to promote its Quattro all-wheel-drive system.

Porsche says goodbye to Audi's Le Mans team in this classy video

Well, this is cute. You may remember that in 2014 Audi made a video to welcome Porsche, its corporate sibling, back to Le Mans racing. It involved an Audi race car, a farmer on an old Porsche tractor, and the street in front of Porsche HQ. With Audi leaving Le Mans after a successful 18-year run, Porsche is returning the favor with this sort of sappy video. There's not much more to it. The video starts with clips from the original, where the Porsche-diesel-tractor-driving farmer is passed by an Audi R18 that traveled from Ingolstadt to Stuttgart to make some very precise German street graffiti (in English). Then, in the present day, the farmer hears the news of Audi leaving LMP1 and he gets an idea while Joe Cocker's "Up Where We Belong" starts to play. (Yes, seriously.) We won't spoil the ending for you. It still stinks that Audi had to leave Le Mans racing in the wake of the diesel scandal to focus on Formula E racing instead. But it's good to see there are no hard feelings between the two VW Group brands, at least as far as the marketing departments are concerned. We expect the Porsche-Audi sibling rivalry and corporate squabbles to continue behind closed doors, however. Related Video: Audi Porsche Racing Vehicles Videos porsche 919 hybrid