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Audi chooses A3 as its Super Bowl darling

With Super Bowl XLVIII less than two months away, we're sure to hear plenty of news about automakers and their various plans for in-game commercials. Audi has announced that it will return for its seventh year of Super Bowl advertising, but few details were provided about the spot other than the fact that it will focus on the all-new 2015 A3.
The 60-second ad will air during the third quarter of the game, and while Audi did not say how much it is spending on the spot, Ad Age says that a 30-second commercial will average around $4 million for next year's Big Game. Last year, Audi's choose-your-own-adventure "Prom" commercial was the second favorite video in our unofficial poll of readers, but the competition should heat up even more this year with General Motors returning to Super Bowl advertising after taking a year off and Jaguar preparing its first-ever Super Bowl ad to introduce the F-Type Coupe.

Audi updates the RS3 hatch to sedan specs, but we still aren't getting it

As great as the upcoming Audi RS3 sedan looks and sounds, we're still a bit jealous of the Europeans and others who get the five-door Sportback version. And now even more so, because for 2018 the RS3 Sportback is being updated to match the specs of the RS3 sedan that debuted last fall at the Paris Motor Show. We'll see the revised extra-hot hatch next month in Geneva. Even though we haven't had a chance to get behind the wheel of either model, the raw numbers alone get us excited. An updated Quattro all-wheel-drive system, a 400-horsepower turbocharged inline five-cylinder engine (up from 362), and a seven-speed dual-clutch transmission will send the 2018 RS3 hatch from 0 to 60 mph in 4.1 seconds. That puts it in Porsche 911 and Chevrolet Corvette territory. Other improvements include a wider track to fit wider rubber, a lowered and stiffened suspension, and a larger set of brakes. Carbon-ceramic front rotors will again be available, like they are on the sedan. Inside, the RS3 comes with a boost pressure indicator, an oil thermometer, and a lap timer. Audi's Virtual Cockpit fully digital instrument panel is available as an option, and one we highly recommend. Aside from all of the performance and tech upgrades, the RS3 has a number of changes to the interior and exterior design. Black Nappa leather sport seats are standard, with special contoured RS sport seats available as an option. Lighting elements have been updated to match those of the restyled A3 and S3, the front fascia has been sharpened, with larger intakes on the bottom corners of the bumpers, a slightly more aggressive front splitter, and the Quattro logo emblazoned on the bottom of the grill. Out back, the car gets two large exhaust tips compared to the S3's four outlets. The overall design is typical Audi: handsome, but conservative. The RS3 sedan goes on sale in Europe in April with the Sportback following soon after. We'll have to make do with the sedan version, which is expected to arrive here next year. The only Sportback model Audi offers here from the A3 family is the plug-in e-tron model, and we don't expect that to change any time soon. But we can dream. Related Video:

Why Audi is staking its future on electric SUVs

This much we know: SUVs and crossovers sell like hotcakes. The body style has become such a juggernaut that for the first time in recorded history, sport utes beat out sedans this year to score the biggest slice of the luxury pie. Love 'em or hate 'em, SUVs are here to stay, and carmakers are investing more than ever in the segment. Sport utility vehicles also played a bigger role than you might think in making Audi relevant in the US, and based on what we learned during a sit-down with Audi of America president Scott Keogh at the Paris Motor Show, their role is only going to continue to grow at the automaker. Last year, the brand sold 202,202 cars in the States, capping off 60 consecutive months of record sales. But it's not enough to focus on traditional SUVs like the Q5, which was launched on the heels of the global economic meltdown in a tiny small segment of around 160,000 vehicles and has since ballooned to over 400,000 units. The Q5 has scored 80 percent of its buyers from conquest, and a new plant in Puebla, Mexico, promises to churn even more units to the US and the world. Still, tackling the future head-on can be like wrestling an eel – an elusive, almost impossible-to-execute challenge – and Audi is betting a huge part of that success will be the production version of the E-Tron Quattro Concept that debuted last year in Frankfurt. Internally referred to as the C Bev, this battery-powered SUV claims a 311-mile range, and might as well be nicknamed the Tesla Model X Killer. "If you look at where this car migrated from," Keogh says, "it started as a European-ish city car, and then it migrated into a sedan-ish sportback-y type thing, and then we pushed very aggressively to make it an SUV." Keogh says the vehicle will hit showrooms "after 2018." The SUV layout naturally lends itself to batteries, but it also boils down to a simple bureaucratic advantage: "We get [government CO2 and fuel economy] credits for volume," says Keogh. "It's not just enough for a car to be there, it's got to be a car that a lot of people want to buy." Sized between a Q5 and a Q7, the E-Tron Quattro resides in a target-rich environment, a 600,000 - 700,000 unit segment. Add Audi's goals of electrifying 25 percent of its lineup by 2025, and a high volume, medium/large SUV simply makes sense.