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Audi reveals new TT spec racer

We've seen the coupe. We've seen the convertible. We're still waiting on word of the next variant, but before it arrives, Audi has revealed the racing version of the new TT.
Set to form the backbone of the inaugural Audi Sport TT Cup, the competition-spec sports coupe is closely based on the production version packs the same 2.0-liter turbo four and six-speed dual-clutch transmission as the road-going TTS, delivering the same 310 horsepower, but with a push-to-pass boost of an extra 30 hp.
It's also got an active differential, and while the full specifications have not yet been revealed, it's clear that Audi has also outfitted the TT racer with more aggressive aero, track-spec rolling stock and a stripped-out cockpit (complete with the Audi PS1 Safety Seat from the R8 LMS Ultra) to get weight down to from 2,700 pounds in stock production form to 2,480.

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.

2018 Audi SQ5 will use 48-volt electric supercharger

It seems like 48-volt electric systems and electric compressors are becoming relatively mainstream, and Audi will be adding another vehicle powered by this emerging technology in 2017, according to comments Audi powertrain chief Oliver Hoffman made to Autocar. Hoffman said the upcoming SQ5, probably a 2018-model-year vehicle, will use a version of the electric compressor technology that debuted on the SQ7. While the SQ7 uses two gas-driven turbochargers and one electric compressor, the SQ5 will likely only use one conventional turbo and one e-compressor. That should allow it to make 365 hp, but 390 hp is possible from the system and may hint at room for a more powerful SQ5 Plus down the road. Remember, the European SQ5 uses a 3.0-liter TDI engine, and that's the same basic engine that will power the new SQ5 with the addition of the new forced induction system and 48-volt electrics. And also remember that the US-market SQ5 uses a supercharged 3.0-liter gasoline engine, not the TDI unit, which is one of the reasons it's still on sale in the wake of the TDI scandal. Torque is the real differentiator: the current US-market SQ5 makes 354 hp and 347 lb-ft of torque, while the current Euro-market SQ5 Plus makes a massive 516 lb-ft. No word yet on how the dual-compressor system on the upcoming SQ5 will affect torque numbers, but expect the new engine to again have considerably more twist than its gas-powered US-market counterpart. Related Video: News Source: Autocar Green Audi Technology Emerging Technologies Crossover SUV Diesel Vehicles Performance audi sq5 48-volt system