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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.

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.

Five cylinders, no waiting | 2018 Audi TT RS First Drive

A five-cylinder engine is an odd duck in the modern automotive world, so why put it under the hood of a sophisticated sports car like the 2018 Audi TT RS? We're posing this question to an engineer when a loud, guttural sound interrupts the conversation. A TT RS blasts by, growling and percolating as it shoots down the front straight of the historic Circuito del Jarama in Spain. Oh, that's why. The RS treatment brings the sound and the fury to the TT, transforming a cute, sporty little car into a sports car with mettle. With 400 horsepower channeled to all four wheels, a stiffer suspension, and styling flourishes like organic LED taillights, the RS makes for a big-time upgrade over the 292-hp TT S and the mild-mannered 220-hp TT. Who wants a four-cylinder, anyway? We're considering the five-pot's potential as we mash the throttle and explode onto Jarama, an old Formula 1 course that still looks ready to host top-level racing. There's a couple of long straights and lots of curves and elevation changes. Sure, it's a bit trite to praise a sports car after a few laps in a controlled setting, but the TT RS has legit performance chops. The engine sounds just as good inside the car as it does to spectators, and it's more satisfying since we're the ones provoking the five cylinders to anger as we approach triple-digit speed. It's all real, too. There's no pumped-in sound or fake flatulent exhaust. "It's the unadulterated sound of the engine – we didn't change it," says Philipp Ade, Audi technical project manager for powertrain. Speaking trackside through an interpreter, he admits the exhaust system adds resonance but also filters out other noises to produce a clean engine note. Trust us, you'll want to tune in. The five-cylinder is not a glorified sound check. It's a new engine developed for Audi's smaller performance cars, though the TT RS is the only one confirmed for the United States. The 2.5-liter mill uses aluminum for its block and crankcase and magnesium for the oil sump. This all results in a 57-pound weight loss compared with the old five-cylinder, which was last sold in the US market in the previous-generation TT RS for the 2012-13 model years. That car was brought to the states after a Facebook campaign. This time there was no doubt Americans have an appetite for the hottest TT. A non-enthusiast will wonder: why the fuss over a five-cylinder engine? To Audi and its band of loyal followers, it's a defining element of performance.