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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 4.2-liter V8 to live again in next-gen R8

Fellow auto enthusiasts, it looks like the car gods have smiled upon us. Word is that Audi's stupendous 4.2-liter V8 will once again be available in the next-generation R8. Rumors pegged the trusty 4.2 as a dead engine revving, thanks to Audi's newer 4.0-liter twin-turbocharged V8 found in models like the S6 and S7.
We expected the 4.0-liter to be the go-to engine in the next R8, but according to Car and Driver, there have been some issues cooling the force-induced mill in the mid-engine R8. The issues are so severe, in fact, that the 4.2 is going to be retained in the car's second generation.
It's more than just practical matters like cooling that are keeping the R8 from going turbocharged. C/D reports that even with the current state of forced induction, a turbocharged R8's throttle response and its resultant exhaust note would suffer too much to be feasible.

Audi A0 in development based on VW Up!

Bigger, it seems, is no longer better. Volkswagen has made waves with its Up! city car, a plucky three-door that's been a bit of a hit since it burst onto the automotive scene, spawning a number of variants during its short life. And while our European friends have gotten a Cross Up!, a commercial version, an EV model, Seat- and Skoda-badged variants, and a rumored diesel-electric Twin-Up!, the small city car has been lacking in terms of its premium content.
That fact makes this rumor rather tantalizing - Audi might be working on its own version of the front-engined, front-drive city car, to be called the A0. The report comes from AutoExpress, which claims Audi CEO Rupert Stadler wants a premium Up! that features a distinctive interior and exterior treatment.
Changes could include a trapezoidal grille, in addition to premium exterior features like LED lighting and alloy wheels. The cabin would feature leather and likely a version of Audi's MMI infotainment system, while power would come from a 109-horsepower, 1.0-liter engine found in the Up! GT Concept.