2006 Audi A4 Quattro Sedan 4-door 2.0l on 2040-cars

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Audi A5 and S5 freshen up for 2017

UPDATE: A previous version of this story mischaracterized the 2017 S5's engine configuration. The article has been updated. Well, here's the new Audi A5 and S5. They look a lot like the old ones, but just a tiny bit better. In other words, the redesigned coupes received the same treatment as their four-door counterparts, the A4 and S4. While the German press materials mention both gas and diesel engines, we expect the A5 to carry on in the US with petrol power only. Like the current A5, a 2.0-liter, turbocharged four-cylinder will serve as the base engine, but will probably get a similar power bump as the A4 – Audi hasn't released official figures yet. The four-door had its base output bumped from 220 horsepower and 258 pound-feet of torque to 252 hp and 273 lb-ft of torque. The S5 is a more interesting proposition than the S4. Where the old S5's 3.0-liter, supercharged V6 produced 333 hp and 325 lb-ft of torque, the new, turbocharged, 3.0-liter six-cylinder pumps out 354 ponies, according to the global press materials. That figure, fans of the old 4.2-liter V8-powered S5 will note, is identical to the original S5 that came out for model-year 2008. Torque figures aren't available yet, but we'd bet on at least a small increase in torque. Still, the increase in power is good for a 4.7-second run to 62 miles per hour, a 0.2-second improvement over the current car's 0-60 time. Audi claims it will offer the A5 with both six-speed manuals and seven-speed dual-clutch transmissions, but we wouldn't be so sure about that stick here in the US. The only available gearbox on the A4 is a seven-speed S-Tronic – coupes are inherently more sporting than sedans, but we aren't sure that's justification for Audi to offer a manual-trans A5 here in the US. Audi only mentions an eight-speed automatic for the S5. So no, the German press materials aren't a good indicator of the US-market A5. What we can rely on, of course, are the official images. The original A5/S5 was a handsome car, but Audi's designers have done a swell job styling the 2017 model. It looks good, and is somehow even more refined than last year's car. Audi's new corporate grille works well on a coupe body, although the powerful creases in the hood might be a little too powerful. The tail is lovely, like a prettier A3. The bodies are better looking, but they're also lighter and more aerodynamic, too. The A5's coefficient of drag is down to a slippery 0.25, while Audi's engineers lipo'd 132 pounds of fat.

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.

VW has received several tentative bids for Ducati

Italy's Benetton family is vying with motorbike firms and buyout funds for control of Italian motorcycle brand Ducati, which is being sold by Germany's Volkswagen, sources involved in the process told Reuters. Volkswagen, whose Audi division controls Ducati, has received several tentative bids with the Benetton family's investment vehicle Edizione Holding valuing the Monster motorbike maker at $1.2 billion, one of the sources said. As well as Edizione Holding, U.S. buyout fund Bain Capital, which owns a stake in Ski-Doo snowmobiles maker BRB, and two Indian motorbike firms, Eicher Motors and Bajaj Auto, have also bid for Ducati, the sources said. Indian carmaker Eicher controls Royal Enfield, a motorcycle brand established in 1893 which ranks as one of the oldest. Strategic bidders also include U.S. automotive firm Polaris Industries, which earlier this year said it would wind down its struggling Victory Motorcycle brand. A shortlist of bidders for a second stage of the auction could be selected as soon as Saturday, two of the sources said. Volkswagen adviser Evercore has a long list of bidders including private equity funds such as Ducati's previous owner Investindustrial, CVC Capital Partners, Advent and PAI, all hoping to outbid industry players, the sources said. If it gets to the second round, Edizione Holding could seek to form a consortium with a financial investor, two of the sources said, in a bid to secure control of Ducati, whose racers have won the Superbike world championship 14 times, with Carl Fogarty and Troy Bayliss its most successful riders. Audi, Edizione Holding, Investindustrial, Advent and PAI declined to comment, while the other interested groups were not immediately available for comment. PRICING CHALLENGES For some buyout funds, Ducati's valuation of up to $1.4 billion – which sources said is based on a multiple of more than 10 times its core earnings of roughly 100 million euros – is a tall order as they lack the synergies that some motorbike makers could achieve. But Investindustrial founder Andrea Bonomi, who sold Ducati to Audi for about 860 million euros in 2012, is serious about a comeback, one of the sources said. China's Loncin Motor was among a group of industry players that initially showed interest in Ducati, alongside Harley-Davidson. The latter has, however, decided against making a bid due to Ducati's price tag, while it could not be established if Loncin Motor had carried on bidding.