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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.

Watch the Audi R18 E-Tron Quattro long-tail testing at Monza

Audi released a single photo of the long-tailed version of its R18 E-Tron Quattro Le Mans racer, but the photo didn't offer the best view of the stretched rear. The car has been caught testing at Monza, in Italy, and not only do we get a better view of what it's got out back, we get pretty awesome sound as it makes high-speed runs past the camera.
Since the 2013-spec car was found to be down on performance versus the 2012, the long-tail is a different evolution to see if Audi can eke out more performance from its already dominant chassis. Have a look and a listen in the video below.

2017 Audi R8 starts at $164,150 [w/video]

The new 2017 Audi R8, which offers 540-horsepower and 398-pound-foot of torque from its V10 engine alongside Quattro all-wheel drive and a seven-speed S-Tronic dual-clutch transmission, will start at $164,150 (including destination). That's about $47,000 more than the previous entry-level R8, but since that car was down two cylinders, 110 horsepower, and 82 pound-feet of torque, it's kind of an apples-and-oranges comparison. There's a much fairer comparison if we look at Audi's newest supercar in relation to the 2015 R8 V10. On the one hand, the loss of the $155,150 manual transmission model kicks the starting price up noticeably, but perhaps in recognition of that, Audi hasn't adjusted the two-pedal R8 V10 at all. It's the same price as the 2015 model while adding 15 more horsepower, seven more pound-feet of torque, and a tenth of a second to the 0-60 time, which is now estimated at 3.5 seconds. Don't worry – the 2017 R8 adds four miles an hour to its predecessor's 195-mph top speed. While under-the-skin changes for the standard R8 V10 may look modest at first glance, the updates Audi added to the V10 Plus are significant, and the automaker has raised the price to reflect that fact. On the one hand, the new range-topper was kicked up by $7,400, to $191,150. On the other hand, power is up by 60 ponies to 610 hp, and torque has jumped from 398 lb-ft to 413. The 0-60 time has been trimmed by a tenth of a second, and owners will also be able to hit 205 mph, up from the old V10 Plus' 198-mph max. To reflect the new pricing announcement, Audi prepped an entertaining video featuring Radio Le Mans announcer John Hindhaugh to "hand the baton" from the original R8 to its second-gen successor. Check out the video below, alongside the official press blast. Audi of America announces pricing for the all-new 2017 R8, the fastest and most powerful Audi production model ever January 20, 2016 | HERNDON, Virginia More powerful and more dynamic than its predecessor, the R8 V10 plus generates 610 hp and 413 lb-ft of torque reaching a top track speed of 205 mph The all-new Audi R8 and R8 LMS racecar were co-developed and share approximately 50 percent of the same parts, including the V10 engine Track-tested around the world, the R8 LMS will make its US racing debut at the ROLEX 24 at Daytona on January 30, 2016 Faster, more efficient, and more capable both on and off the racetrack, the all-new 2017 R8 is the most powerful Audi production model ever.