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2017 Audi S5 First Drive

Let's start with the obvious elephant in the room: The new 2017 Audi S5 looks mostly like the model it replaces. Is that a bad thing? We headed to Portugal to test out the S5 on that country's serpentine back roads, and to see if there's something more substantive behind its evolved exterior. Only compared to the decidedly more evocative Mercedes-AMG C43 Coupe does the svelte S5 come across as a little frumpy. It takes parking the new S5 next to the old one to spot the details. A tweaked profile. A more pronounced belt line. A power-dome hood. Narrower A-pillars. The new S5 is different, but the same, in that grand Audi tradition. Underhood, the differences are again evolutionary. The original S5 featured a 4.2-liter, naturally aspirated V8. A few years back, that was replaced by a supercharged 3.0-liter V6, which in turn has been supplanted in the 2017 S5 by a turbocharged 3.0-liter V6. The turbo, a twin-scroll unit nestled between the cylinder banks, helps the direct-injection engine make a healthy 354 horsepower and 369 pound-feet of torque. That power, 21 hp and 44 lb-ft more than its predecessor, is channelled through Quattro all-wheel drive. The newly developed V6 mates exclusively to a conventional eight-speed automatic, which seems like a step backward. Last year's S5 offered either a six-speed manual or a seven-speed dual-clutch gearbox. We pressed Audi and got the answer we expected: Demand for the stick was nonexistent outside the United States (go America!) and the dual-clutch couldn't handle the 44 pound-foot increase in torque. Curiously, the A5 on which the S5 is based trades last year's eight-speed autobox for a seven-speed dual-clutch. It sounds like someone at Audi put the wrong transmission in each car, but in reality the S5's torquey engine is well-suited to the refined eight-speed. Kick the throttle, get into boost, and all four drive wheels scrabble for traction, especially on the wet pavement we encountered outside of Porto, Portugal. Punch the S5 to pass on a tight two-lane road and the sport exhaust roars with the kind of guttural growl we want to hear in a sporty coupe. It positively scoots. Though its Volkswagen MLB 2 platform is new, the S5 rides and handles like a more refined version of its predecessor. Considerably less road rumble penetrates the cabin, and the S5 strikes a pleasant balance between grand-touring plush and sports-car firm.

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.

2nd annual Automobile Advertising of the Year Awards revealed

There was some absolutely fantastic auto advertising in 2014, ranging from funny to inspiring. Marking the best of it from the past year, the Second Annual One Show Automobile Advertising of the Year Awards were announced during the 2015 Detroit Auto Show (full disclosure: Autoblog was among the award's sponsors, and Editor-in-Chief Sharon Carty was a voter). Unlike previously, there were no brands with dominance over the list this time. Presented by The One Club, the awards have an international scope and hand out honors in a variety of categories. In the Broadcast TV group, there were three winners this year. First, there was The Scripted Life from Audi for the Q3 about breaking out of life's monotony. Also, Dad's Sixth Sense from Hyundai marketed the safety features in the Genesis. Finally, Unbreakable Drivers showed manly men being tested for the Toyota Hilux in Australia. The Online Video prize went to the fantastic The Epic Split spot from Volvo Trucks starring Jean-Claude Van Damme. The best Interactive ad was the Honda video titled The Other Side for the Civic Type R, and the Experiential Advertising nod was for the Volkswagen Eyes on the Road clip that showed the dangers of texting and driving to a theater full of moviegoers in Hong Kong. Finally, the Public Choice Award went to the BMW commercial called Hello Future using the words of sci-fi author Arthur C. Clarke for the i8. In the award not for videos, Jeep won the Print/Outdoor category for its Upside Down campaign. Check the ads out below, which show different animals when upside down. Also, look farther down for all of the winning videos and read their full announcements. View 3 Photos Automobile Advertising of the Year Winners Announced New York, NY (January 13, 2015) – The One Club (www.oneclub.org), producers of the prestigious One Show Awards and Creative Week, today announced the winners for the 2nd Annual One Show Automobile Advertising of the Year Awards. In partnership with the North American International Auto Show (www.naias.com) in Detroit, The One Club today unveiled the best automotive ads from around the world in five categories: broadcast TV, online video, interactive, experiential advertising, and print & outdoor. Winners will be presented on-stage at a special event during the NAIAS Press Preview on Tuesday, January 13, 2015, at the Cobo Center in Detroit at 4:55 p.m. The event is sponsored by AOL's Autoblog.