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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.

2014 Audi Q5 TDI

I've struggled with diesel technology. It's not that I have a problem with it or dislike it, but rather that I don't particularly understand what stops its wider-spread adoption. Sure, memories of rust-prone, smoky, sluggish and uneconomical Oldsmobile diesels aren't exactly easy to erase from the collective memory of the North American motoring public, but I'd think that a few years into the latest crop of clean diesels, there'd be wider adoption - or at least consumer consideration - by now.
Part of the issue is the still limited number of segments that diesels are available in. The Volkswagen Golf/Jetta TDI is finally getting a challenger in the form of the Chevrolet Cruze Diesel, and the BMW 328d is bringing something new to the entry-level sports sedan, but there are still a huge group of segments where diesel-power has no representation.
The small, luxury crossover realm is not one of those. It has the Mercedes-Benz GLK250 Bluetec, a stylish crossover with a silky-smooth 2.1-liter, turbodiesel four-cylinder that can return the kind of fuel economy that makes people take notice. And while the GLK250 is quite good, economy will only spread the diesel's appeal so far. People need to experience the seat-flattening torque that these mills can produce, and for that, we most humbly recommend the new 2014 Audi Q5 TDI.

Audi + Airbnb: What it's like to live in a car commercial

Miles from civilization, in a lonely stretch of Death Valley, lies an unlikely sight: a sleek contemporary home – all glass, concrete, and metal – and a pair of equally modern 2017 Audi R8 V10 Plus coupes. You might have seen the combo in a TV commercial that ran during the Emmys, a spot that had us asking an obvious question: What are these objects doing together, smack in the middle of nowhere? Audi partnered with Airbnb to offer the home and the cars to seven guests. Somehow, we became lucky number eight. The spot, entitled "Desolation," promotes the carmaker's flagship alongside what ended up being an extreme rental property. The idea to build the three-bedroom, 1,200-square-foot house came from Italian writer and author Fabrizio Rondolino, who was long smitten with American desert. The home was built in 2010 using prefabricated construction by San Francisco-based architecture firm nottoscale. It's a spare elevated structure, with floor-to-ceiling windows cinematically framing the sky. To set the four-wheeled mood, images of the R8 sit where family photos would go, and a laser-cut aluminum sign over the entrance announces it as the "Home of the R8." In acknowledgement of the remoteness, a satellite phone sits charged up with clearly printed dialing instructions. An Easter egg from the ad – two jars of Leadfoot Coffee – hides in plain sight on the kitchen counter. You can rent houses like this elsewhere on Airbnb, but here's where gearheads start paying attention: The two Audi supercars counter the architectural tranquility with a combined 1,220 horsepower and an opportunity to rip through the desert at obscene speeds (not to mention several other extras you don't get with a standard vacation rental; more on that later). Seven three-day/two-night stays were offered through an extremely limited Airbnb listing. The buzz surrounding the campaign was so strong that the place booked up in less than six seconds. For what you get, this was a steal. The per-night price of $610 – a reference to the V10's horsepower figure – wouldn't begin to cover the behind-the-scenes logistics needed to coordinate and execute this marketing exercise. I was the sole member of the media invited to experience the Audi Airbnb and got to spend a weekend in this desert playground to see what it was all about. My weekend began when an Audi rep met me and my family at Las Vegas International Airport following a quick flight from Burbank, California.