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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.

Audi design getting big overhaul?

Car and Driver has an update on the design shuffle in Ingolstadt that will ultimately bring more differentiation to Audi products. Last November, Audi design chief Wolfgang Egger spoke of the need to do "something new without breaking from tradition" in Audi design, but talk at the time centered on how the Crosslane Coupe Concept would influence the new looks of the brand's Q cars. The most recent moves appear focused on passenger cars, with designers from Volkswagen Group kin like Bentley and Seat moving to Audi, and outsiders from Alfa Romeo moving in.
While Egger decreed the end of "scalable design" to CD, last November's report said there would be more technology and "greater visual cohesion" between interior and exterior design. We still have no idea what all this means nor when we'll see visible changes in production, but at least we know there's something being done behind the scenes.

Audi S8 Plus packs 605 horsepower

Audi doesn't offer an RS 8, and probably never will. But with the release of the new S8 Plus, we wonder if it will ever have to. Because Ingolstadt's new flagship performance sedan packs a mighty punch. "Plus" doesn't even begin to describe the enhancements Audi and Quattro GmbH have wrought on the ultimate new version of the A8 sedan. Power is increased from 520 horsepower to 605, besting anything else in its class. Only the Mercedes S65, which packs four more cylinders and two additional liters of displacement, offers more horsepower. Torque is quoted at 516 lb-ft – a gain of 35 – and can deliver up to as much as 553 lb-ft in overboost. That bests any eight-cylinder performance sedan save the S63. The force-fed V8s in the Jaguar XJR, Maserati Quattroporte, and outgoing Alpina B7 don't stand a chance. All that muscle translates to a 0-62 time quoted at 3.8 seconds. Top speed is governed as usual to 155 miles per hour, but can be derestricted to nearly 190 with the Dynamic package that comes standard in Germany – one of the few places where top speed actually matters. Carbon-ceramic brakes keep all that power and pace in check, nestled inside 21-inch wheels. Naturally, Audi gives the S8 Plus a wide array of visual upgrades inside and out to set it apart from "lesser" versions, and is offering it in an exclusive matte silver finish. Of course none of those enhancements come cheap. In its home market come the end of November, Audi will charge 145,200 euros for the S8 Plus, representing a 28k premium over the existing S8. That also places this as the new top of the line, commanding a higher price than even the long-wheelbase, dozen-cylinder A8 L W12. We're waiting on word as to whether Audi will bring the new S8 Plus to America, where it would likely similarly cost over $140k. The pinnacle of sportiness – the new Audi S8 plus - Highest powered sport sedan in the premium segment - 4.0 TFSI engine outputs 445 kW (605 hp) and up to 750 Nm (553.2 lb ft) - Zero to 100 km/h (62.1 mph) in 3.8 seconds; top speed of up to 305 km/h (189.5 mph). Audi is making a strong statement with the new S8 plus*. With a power output of 445 kW (605 hp) and a top speed of up to 305 km/h (189.5 mph), the new Audi S8 plus* delivers even more enhanced driving performance. The new top model is reinforcing the brand's position in the segment of premium class sedans. "We have further sharpened our large sport sedan," says Prof. Dr.