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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.

Trump calls Germans 'very bad,' vows to stop their car sales in US

TAORMINA, Italy -Talks between President Trump and other leaders of the world's rich nations at the G7 summit on Friday were expected to be "robust" and "challenging" after he had lambasted NATO allies and condemned Germans as "very bad" for their trade policies. Trump's confrontational remarks in Brussels, on the eve of the two-day summit in the Mediterranean resort town of Taormina, cast a pall over a meeting at which America's partners had hoped to coax him into softening his stances on trade and climate change. According to German media reports, Trump condemned Germany as "very bad" for its trade policies in a meeting with European Commission President Jean-Claude Juncker, signaling he might take steps to limit sales of German cars in the United States. "The Germans are bad, very bad," he reportedly told Juncker. "Look at the millions of cars that they're selling in the USA. Horrible. We're gonna stop that." White House economic adviser Gary Cohn on Friday confirmed the reports. "He said they're very bad on trade, but he doesn't have a problem with Germany." Cohn said Trump had pointed out during the meeting that his father had German roots in order to underscore the message that he had nothing against the German people. Trump's spokesman Sean Spicer said Trump had "tremendous respect" for Germany and had only complained about unfair trade practices in the meeting. Juncker called the reports in Spiegel Online and Sueddeutsche Zeitung exaggerated. The reports translated "bad" with the German word "boese," which can also mean "evil," leading to confusion when English-language media translated the German reports back into English. "The record has to be set straight," Juncker said, noting that the translation issue had exaggerated the seriousness of what Trump had said. "It's not true that the president took an aggressive approach when it came to the German trade surplus." "He said, like others have, that (the United States) has a problem with the German surplus. So he was not aggressive at all," Juncker added. In January, Trump threatened to slap a 35 percent tax on German auto imports. "If you want to build cars in the world, then I wish you all the best. You can build cars for the United States, but for every car that comes to the USA, you will pay 35 percent tax," he said. "I would tell BMW that if you are building a factory in Mexico and plan to sell cars to the USA, without a 35 percent tax, then you can forget that." Last year, the U.S.

Audi RS5 gets big turbocharged power and an angry new look

Menace has always been one of the keys to Audi's RS 5 coupe, from the fat wheel arches to the rumbling evocative exhaust note to the brutal straight-line performance. That's not going to change with the new version, but Audi is talking loudly and proudly about how the RS 5 debuts the new RS design language, partly in the hope that people don't labor on the disappearance of its V8 engine. Yes, the all-new RS 5 Coupe uses the same Porsche-engineered biturbo V6 as the Porsche Panamera, and uses it to such effect that it extracts 444 horsepower and 443 pound feet of torque from its 2.9 liters of displacement. Those 443 lb-ft is a full 125 more than the V8 could ever muster, and it's available from 1,900 rpm to 5,000 rpm. That kind of power is sufficient to push the RS 5 to 62 miles per hour in 3.9 seconds on the way to a limited 155-mph top speed (there's an optional 174-mph limiter, too). The all-wheel-drive Quattro RS 5 Coupe doesn't suffer much in performance in the switch from the naturally aspirated 4.2-liter V8 to the force feeding of a V6, but it remains to be proven whether the sound can be as captivating. The Porsche-sourced engine continues the current trend of "hot vee" engines, situating both of its turbochargers inside the vee-angle of the engine, and combines centrally-mounted direct fuel injectors with a short stroke to boost power and improve economy. The high-compression Miller-cycle motor also lets the RS 5 Coupe pull its consumption down 17 percent to 32 miles per gallon (or 197 grams/km of CO2 emissions) on the European driving cycle. Expect US mileage numbers to be significantly lower. The new RS 5 is also significantly lighter, pulling 132 pounds from the previous V8-powered model's mass, despite all the turbo plumbing, to weigh 3,649 pounds. A BMW M4-style carbon-fiber roof helps keep the weight down. Audi feeds its newfound V6 power through an eight-speed automatic transmission and permanent all-wheel drive, with 60 percent of the drive nominally headed to the rear end. The hard-turning sport differential is an option. Audi's reborn RS 5 rides on five-link suspension systems at both ends to keep suspension bits precisely location and improve ride quality, while sitting 0.8 inches lower than the standard A5 Coupe. It has the usual Audi Sport array of go-faster options for its go-fastest front-engined coupe, including the more aggressive Dynamic Ride Control damping system, carbon-ceramic brakes and sharper steering ratios.