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Audi officially takes over Abt Schaeffler Formula E team

Audi has been involved with Formula E from the very beginning of the open-wheel, electric racing series. The German luxury automaker has lent its name and a factory driver, Lucas di Grassi, the since Formula E's inauguration in 2014. It has provided technical support and funding to the Abt team since the beginning of the current season. Now, Audi will take over the team's slot, giving the brand an official, full-fledged presence as a manufacturer in Formula E. The new team name will be Audi Sport Abt Schaeffler (moving the manufacturer's name to the front, compared to the current Abt Schaeffler Audi Sport), signifying that supplier Schaeffler will still be a powertrain partner moving forward. "We've been supporting the Formula E commitment with increasing intensity in recent months – on the race days, in the development of the new powertrain and in numerous off-track activities as well," says Audi board member Dr. Peter Mertens. "That Audi will be the first German automobile manufacturer to be actively involved in the racing series starting next season is also a clear commitment of our brand to electric mobility, on the race track as of December and next year on the road as well with the new Audi e-tron." Jaguar, the British luxury competitor to Audi, has its own Formula E team as of the 2016/2017 season. BMW, which supplies support vehicles to Formula E, is expected to field its own team beginning in 2018. Fellow German automaker Mercedes-Benz has been exploring involvement in the electric racing series as well. ABT Schaeffler Audi Sport, and its drivers Daniel Abt and Lucas di Grassi, has claimed five race wins and 23 podiums in Formula E. The team has been a fairly constant frontrunner in the series, and is currently in second place in points standings for this season, behind Renault E.dams. Audi and Schaeffler are currently co-developing a new powertrain for next season. Related Video: News Source: AudiImage Credit: Formula E Green Motorsports Audi Green Automakers Green Culture Electric Racing Vehicles Formula E abt schaeffler

Audi kicks off ad campaign tonight with stirring new spot

Following last week's entertaining and wildly popular Spock vs. Spock video, Audi has come back with a bevy of videos for its new advertising campaign that will begin airing tonight in primetime and on cable.
There are five ads altogether, but the longest one, a 60-second spot titled It Couldn't Be Done, is our favorite by far. Set to a reading of the poem of the same name by Edgar Albert Guest, the commercial chronicles the history of Auto Union Deutschland Ingolstadt from the days of its founder, August Horch, through its many decades of innovation, competition and creativity. Indeed, watching the commercial gave us chills similar to when we first heard the Ram brand's Farmer commercial that aired during this year's Super Bowl.
The other four commercials are shorter 15-second spots that focus on such familiar themes as the company's Quattro all-wheel-drive system, the safety of its vehicles, their style and the company's advances in LED lighting. While less impactful than the longer ad, we think they effectively sound the drum beat of Audi's preferred tag line: Truth in Engineering. Scroll down to watch all five new ads, starting with the 60-second It Couldn't Be Done.

VW Group plan puts Porsche in charge of a 'super-premium' division

An Automobile report looks into what's happening on the organizational and technical sides of the Volkswagen Group, and what those changes could mean for the premium brands. The wide-angle view is that Porsche appears to have been anointed to "coordinate the future activities" at Audi, Bentley, Bugatti and Lamborghini. Audi would cede Lamborghini guardianship to Stuttgart, and Ducati — via a new concern called Ducati Enterprises — would become the shepherd for VW's other Italian investments. Executives target Jan. 1, 2019, to complete the reshuffle. VW wants to save a boodle by tying up four of its five top-tier brands, and putting the one with the highest ROI in charge. Porsche, within its own house, wants to reduce expenditures by $2.3 billion per year over for four years, the savings already earmarked for improving internal processes like R&D and production. Having Porsche share those gains as well as lead development of platforms, components and future-tech strategies for the sister sports car brands could benefit everyone. In the near-term, the brands have their own plans: Bugatti CEO Stephan Winkelmann is said to want a Chiron Superleggera, a roofless and "completely reskinned" Chiron Aperta, and a track-only Chiron SS. The Superleggera could take the Chiron Sport's and Divo's Jenny Craig routines even further. The Aperta seems a natural successor to the Veyron Grand Sport, a natural evolution of the recently introduced Sky View roof, and a reskin might include numerous Divo cues. It's also said Bugatti's considering "an all-electric high-end model" in conjunction with Porsche, Rimac, and Dallara, but name one supercar or hypercar manufacturer that isn't considering a lightning-fast EV. Lamborghini, deep into work on follow-ups for the Huracan and Aventador, might get a bit of a bump with the new plan. The carbon "monofuselage" for the next V12 flagship is said to be too far developed and too complex to scrap. It puts two electric motors on the front axle, batteries in the middle, and a naturally aspirated V12 with around 770 horsepower plus another e-motor with 402 horsepower in back. The Huracan is said to get a version of the same carbon architecture at the moment, but the corporate reorganization might press pause on it. Automobile says options include continuing the Huracan/ Audi R8 twinning, but that depends on Audi saying "Ja" to a third-gen R8 with Lamborghini bones.