2011 Audi R8 Spyder on 2040-cars

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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.

Volkswagen posts quarterly profit despite drop in sales

Volkswagen returned to profit in the third quarter as surging Chinese demand for luxury cars helped offset a 1.1% drop in vehicle deliveries due to the pandemic, sending its shares as much as 3% higher on Thursday. The German automaker's return to the black comes amid spiking coronavirus cases in Europe that led governments in France and Germany to order their countries back into strict national lockdowns on Wednesday. "The coronavirus remains a central problem," Volkswagen Chief Financial Officer Frank Witter said in a conference call with reporters. "This situation now is anything but relaxed." But Witter said the group expected the economic recovery to continue and did "not anticipate any nationwide lockdowns in larger markets." Witter said the takeover of U.S. truck maker Navistar International by Volkswagen's trucking unit Traton was an important acquisition, but the "current economic climate will not make this easy." Volkswagen reiterated it expects to post a profit for the full year, saying its business "recovered noticeably" in the third quarter as sales in China of premium vehicles, including Audi and Porsche sports cars, rose 3%. The quarterly performance was also aided by a series of cost-cutting measures launched earlier this year. Volkswagen said its net liquidity rose to 24.8 billion euros from 18.7 billion at the end of the second quarter. Excluding one-time items, third-quarter operating profit was 3.2 billion euros ($3.8 billion), down from 4.8 billion euros a year earlier, but up from a second quarter loss of 1.7 billion. In a note to clients, Jefferies analyst Philippe Houchois described the results as a "solid performance with strong cash, but relatively muted in the context of the (auto) sector recovery." Last week, German rival Daimler reported a record 24% jump in Chinese demand for its Mercedes-Benz cars, boosting its margins in the third quarter. Italian-American Fiat Chrysler Automobiles and Peugeot manufacturer PSA Group both also posted solid results this week. Witter said Volkswagen could not say for sure whether it would meet EU CO2 emissions targets this year, adding "it will be a tough race." At 1030 GMT, Volkswagen shares were up 2.9% at 129.20 euros. Related Video: Earnings/Financials Audi Bentley Bugatti Lamborghini Porsche Volkswagen

New Tesla, McLaren, and Ferrari models added to Takata recall list

UPDATE: A McLaren spokesperson confirmed to Autoblog that "a number" of McLaren models in the US, Japan, and South Korea will be recalled to fix non-dessicated airbag inflators. However, the recall only affects passenger airbags, as all driver's-side inflators use a different technology and are not affected. The timeline is still being determined. It's been more than two and a half years since the Takata airbag recall first made waves. Despite knowing which airbags were at fault and the exact cause of the failure, manufacturers like Audi, Ferrari, McLaren, and Tesla have been building and selling cars with defective airbags. Although it takes several years for the airbag to degrade to the point of failure, all of these new cars will eventually have to be recalled for replacements. It appears that time has come, as the National Highway Traffic Safety Administration has now issued a recall on some of these new models. Models from Tesla and McLaren have been added to NHTSA's recall list for the first time. Tesla is recalling every 2012 - 2016 Model S while McLaren is bringing back every model it's made since relaunching its road-car business in 2012. Not even the P1 is free from failure. Other automakers have expanded their affected-vehicle list. All of Ferrari's 2016 - 2017 lineup now falls under the recall and joins a number of previously recalled models, while Audi is recalling the 2017 R8. Since the recall started, dozens of automakers have recalled millions of affected cars to replace potentially fatal and highly flawed airbags that can deploy bits of metal at occupants. Eleven deaths in the United States are directly related to the faulty airbags. Before the recall, Takata held a sizable share of the airbag market. When the failures began to occur, some automakers were left with no alternative suppliers. As it takes a few years for the airbags to fail, automakers without other options faced a choice: they could either build cars that would be recalled in the future or stop building cars altogether until a secondary supplier could be found. These recalls seem to be happening so frequently that owners may not know what to do or where to check to see if their car is potentially affected. NHTSA is keeping a comprehensive list of all affected models. Their website can help owners determine if they have a potentially problematic airbag installed and the steps to take to replace it.