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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.

Lucid Air and Maserati MC20 unveiled | Autoblog Podcast #644

In this week's Autoblog Podcast, Editor-in-Chief Greg Migliore is joined by Associate Editor Byron Hurd. Before they get to the juicy news of the week, they chat about the cars they've been driving, including a Ford Mustang Shelby GT350R, Audi A6 Allroad, Mazda CX-9 and Kia Niro. It's been a busy week in the news department, with GM investing in Nikola, Lucid Motors launching the Air electric sedan, Maserati unveiling the MC20 mid-engined supercar and a farewell to the Lexus GS. Then they talk about having a newfound respect for the Fox Body Mustang and the Mazda CX-9. Autoblog Podcast #644 Get The Podcast iTunes – Subscribe to the Autoblog Podcast in iTunes RSS – Add the Autoblog Podcast feed to your RSS aggregator MP3 – Download the MP3 directly Rundown Cars we're driving 2020 Ford Mustang Shelby GT350R 2020 Audi A6 Allroad 2020 Mazda CX-9 2020 Kia Niro GM buys $2 billion stake in Nikola, will build Badger hydrogen-electric pickup Update: Short-seller accuses Nikola of fraud and Nikola threatens to sue Lucid Air production electric luxury sedan is a dream revealed Lucid Air's modular powertrain opens up serious performance possibilities Lucid Motors teases electric SUV at Air debut Mid-engined, 621-horsepower MC20 inaugurates a new era for Maserati All future Maseratis will borrow styling cues from the MC20  2023 Maserati MC20 Folgore planned with three-motor electric powertrain Lexus GS dead for 2021 Respect to: Fox Body Mustang Mazda CX-9 Feedback Email – Podcast@Autoblog.com Review the show on iTunes Related Video:

Audi RS3 sedan spied testing at the Nurburgring

Although American enthusiasts often miss out on foreign forbidden fruit, we've known for a while that the Audi RS3 will probably make it to the United States in 2017. While there's been no official word, Audi of America CEO Scott Keogh has made it clear he wants to bring the car over. Audi already sells the handsome RS3 Sportback in Europe, but since European hot hatches don't tend to fly here it will most likely come only as a sedan. Now we have spy shots to drool over. View 7 Photos These gallery above shows the 2016 RS3 Sportback that sits at the top of the range in Europe. The RS3's turbocharged five-cylinder engine sends power through Audi's quattro all-wheel drive system, propelling the car to 62 mph in just over four seconds. We can only make an educated guess as to what will power the RS3 sedan. Quattro all-wheel drive is a given, as is turbocharging. The European RS3 Sportback comes with a seven-speed dual-clutch that will probably make it to the US. In that car, the transmission is fed by a 2.5-liter turbocharged inline five-cylinder engine making 362 horsepower and 343 pound-feet of torque. Rumors suggest that Audi will make up for lost time by giving us the 400-hp inline-five that powers the new TT RS. These spy photos show a black RS3 sedan ripping around the Nurburgring, partially covered in camouflage. Through the camo we can see all of the basic hallmarks of Audi's RS line: cues like larger wheels, brakes, and a spoiler. The front has a hexagonal pattern in the grille that's typical of RS models, while the air intakes are larger and the chin spoiler looks to sit lower than the standard car's. From the side we can see different skirts and fixed brake calipers. Around back two large exhaust pipes replace those of the standard car, which may be the biggest indication that the vehicle is in fact the RS3. Models like the S3 and S4 have quad exhaust tips, while RS models feature two large exits like the ones on the 2016 RS3 Sportback. For 2017, Audi has made some changes to the A3 line, but we haven't heard or seen anything official from Audi regarding the 2017 RS3, be it Sportback or sedan. With the A3 and S3, the interior benefits from the company's fantastic virtual cockpit digital gauge cluster. The company also added some driver assistance features and refreshed the car visually with new front and rear facias.