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Audi goes out of this world to sell R8 at the Super Bowl

Audi lets the new R8 V10 Plus blast off in the German brand's space-themed Super Bowl ad titled The Commander. The touching commercial puts a forlorn, retired astronaut behind the supercar's wheel, and he gets to relive the experience of leaving the bonds of Earth. Plus, David Bowie's Starman is the perfect choice for the score. Audi's ad makes the clever decision to link the supercar's rapid acceleration to a rocket launch in in viewers' minds. The spot also resonates emotionally because the retired astronaut only experiences the R8's performance because his son is worried about him. While not as humorous, we think the new spot does a better job of selling the R8's capabilities than the company's famous The Godfather Super Bowl commercial. The 60-second version of The Commander (above) will air during the game's first quarter. You can watch a 90-second cut below to enjoy a little more of the R8 and Bowie. SHOOTING FOR THE MOON, AUDI DEBUTS BIG GAME SPOT CALLED THE COMMANDER 60-second spot to air in first quarter of the big game Feb. 7 "The Commander" to feature the next-generation Audi R8, arriving in U.S. showrooms in Spring 2016 2016 marks return and eighth year for the brand as a big-game advertiser February 03, 2016 - HERNDON, Virginia -- Audi of America returns to the biggest night in football with a 60-second commercial titled "The Commander." A 90-second extended version of the spot is now live on the Audi YouTube channel. Featuring the all-new Audi R8 V10 plus, "The Commander" will air on Sunday, Feb. 7 during the first quarter of the Big Game. San Francisco-based Venables Bell & Partners created the commercial. "The Commander" tells the story of a retired astronaut who rediscovers his lust for life. Viewers watch as the man, surrounded by memories of the golden age of space exploration, sits solemnly, deep in reflection. When his son hands over the keys to a new Audi R8 V10 plus, he gets behind the wheel and relives the thrill of a rocket-like ride under the stars. Viewers watch as newfound life stirs within the Commander. Audi reminds us that amazing things happen when we shoot for the moon. The 2017 R8 is the fastest and most powerful Audi of all time. In its second generation, the all-new Audi R8 V10 plus has a top speed of 205 mph with a 3.2-second 0-60 mph time for "rocket-like" performance.

2015 Audi A3 gets augmented reality app in place of owners manual [w/video]

There have been a few, seemingly half-hearted, attempts at reinventing the owner's manual - that thick stack of bone-dry information that you only look at if you're well and truly stumped. Hyundai tried swapping in iPads with the Equus, which didn't really take, while Chrysler switched its owner's manuals to digital form in 2010. Chrysler subsidiary Dodge even released a smart phone app that included all the info contained in the paper manual.
Audi, though, may have taken things to their logical conclusion - augmented reality. While it'll likely be more practical once Google Glass and other wearable tech is adopted on a wide scale, augmented reality allows users to project information on scenes, usually through a phones camera, which is how Audi does it.
Called eKurzinfo, the app looks through your phones camera to identify and explain different parts of the car. According to Metaio, the app's developer, the app recognizes 300 different parts of the car. Our sister site, Engadget, provides the best example of the app's abilities - if you point it at the engine temperature gauge, the app tells you what the gauge measures, and if the reading is too high, eKurzinfo will even show you where to find the coolant tank.

Audi's CEO might not have known of VW emissions scheme

There's been no shortage of finger-pointing when it comes to finding people to blame for the Volkswagen diesel-emissions scandal that broke last September. One rather powerful executive, however, appears to have escaped blame. That would be Audi CEO Rupert Stadler, whose company sold about 85,000 diesel vehicles with emissions-cheating software, Reuters says, citing people familiar with the process. US law firm Jones Day questioned executives at both VW and its Audi unit and has found no evidence that Stadler was complicit with the plan, which involved programming Volkswagen-made diesel engines to produce artificially low emissions when the vehicle was being smog-tested. In Audi's case, the engine type in question was the 3.0-liter V6 diesel. Officials with both VW and its Audi unit declined to comment, according to Reuters. That engine was used for the Audi A6, A7, A8, Q5, and Q7 since the 2009 model year, in addition to the VW Touareg and Porsche Cayenne. Audi also sold the VW Group 2.0-liter four-cylinder in the A3 from 2010 to 2013 and 2015. VW has reached an agreement with US regulators concerning that engine, which is also not connected to Stadler. Last month, German newspaper Bild am Sonntag published specifics on how the 3.0-liter diesel cheated the emissions-testing process, including records that the motor was programmed to shut of its emissions-control equipment after 22 minutes of running, or about two minutes longer than typical emissions-compliance testing. Audi said last November that it would work on a software update for the V6's emissions-control system that would be submitted to both the California Air Resources Board (CARB) and the Environmental Protection Agency (EPA), but the VW unit hasn't reached any settlement with US regulators implying that a solution was agreed upon. Volkswagen's settlement with the EPA will cost Europe's largest automaker as much as $15 billion in the form of buybacks, lease buyouts, vehicle repairs, and investments in zero-emissions technology. VW sold about a half-million vehicles in the US that contained the so-called "cheat" software. Related Video: News Source: Reuters Government/Legal Green Audi Volkswagen Diesel Vehicles vw diesel scandal scandal Rupert Stadler