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Audi to spend $17 billion to fight BMW

It's no secret that VW Group, parent company to not only Volkswagen but also Audi, Bugatti, Bentley, Lamborghini, Porsche and Ducati brands sold in the US, is determined to become the world's largest automaker. Even more impressive is that VW is prepared to spend billions to make it happen.
With that comes word that VW Group will be spending $17 billion on its Audi brand over the next three years to push itself above rival BMW. The money will be invested in both vehicle development (including lightweight auto design and alternative powertrains) and facilities (including expansion in Hungary, China and new operations in Mexico). The luxury brand is focused on global manufacturing infrastructure.
Already Europe's best-selling luxury brand, Audi's objective is to overtake BMW by the end of the decade by selling more than two million cars per year (BMW is shooting for 1.54 million sales in 2013). If those objectives are met, VW Group should be on track to be the industry's volume leader by 2018.

Audi's Super Bowl commercial hopes for a more equal future

While many of the automotive Super Bowl commercials we've seen so far have been comedic, Audi's ad takes a more serious, but hopeful, tack. The ad revolves around a soap-box derby race in which only one driver is a girl. The rest of the grid has a bunch of (oddly mean-looking) boys. On the sidelines is the daughter's dad, who narrates for the duration of the commercial. He doesn't talk about the race, though. He instead muses on the income gap between men and women that he's seen through his life and his parents' lives. He wonders how he would explain to his daughter that men are valued more than women, regardless of their ability. All the while, the ad shows his daughter steadily moving up in position in the race. It seems to be a metaphor for the progress women have made over the years in equality, but still not quite reaching the goal. At the end of the race, the daughter manages to win by a nose, and at this point, the father becomes a bit more optimistic. He thinks that maybe he won't have to explain this because, perhaps, women will have equal value when she grows up. He and his daughter then gather up their stuff and take off for parts unknown in an Audi S5 Sportback, followed by a message stating Audi of America's dedication to equal pay. The message isn't subtle, but that's fine since it's a good one. It's surely good PR for Audi, too, and is a far better attempt at attracting women to the brand than something like the horribly condescending Seat Mii by Cosmopolitan. Related Video:

Audi A8's active suspension will even protect you in a crash

Audi has revealed yet another system of the upcoming Audi A8 that uses the car's 48-volt electrical system. In addition to a fancy stop-start function, the A8 will have a suspension that can be actuated by electric motors. At each corner of the car is a separate motor connected to an arm that can press down or pull up on the suspension. These motors are controlled by a computer that monitors the road with a camera to determine how the motors should react to improve ride quality and handling. In the instance of some kind of bump or other road imperfection, the car can actively raise the wheel that would go over that bump, to prevent it from upsetting the ride. When going through a corner, the car can direct the motors on the outside to push up to reduce lean, and the motors on the inside to push down to keep the tires pressed to the road. The system can also help keep the car level when stopping and starting. There's yet one more feature of the suspension that is rather interesting. In the event the car detects an impending side-impact crash, it can raise up the side that will be hit, to protect the occupants. By raising up that side, the car increases the chance that more of the energy from the impact will be absorbed by the side rails and floor, which are stronger than the doors and pillars. This nifty new suspension, and the aforementioned start-stop system, will be found on the next-generation Audi A8, which will be officially revealed on July 11. If you can't wait for that, apparently the car has a cameo in Spider-Man: Homecoming, which hits theaters on June 28. Related Video: Image Credit: Audi Audi Technology Emerging Technologies Luxury Videos Sedan 48-volt system