Technology & Premium Pkg -navigation -bose -xenons -cold Weather Pkg -bluetooth on 2040-cars

Auto blog

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 investing $30.3 billion through 2018 for product expansion

How does Audi plan to reach two million units in annual sales and pay for the 11 new models it's adding to its lineup - an expansion that may include models named SQ2, Q9 and F-Tron? By increasing its investment to 22 billion euros ($30.3 billion US) between now and 2018. That figure represents an increase of about 500 million euros over the previously planned outlay, according to a report by Automotive News, and that could be due to Audi wishing to goad the momentum that pushed it to 1.5 million annual sales two years ahead of schedule.
It's also about staving off the challenges from BMW and Mercedes-Benz. Now that BMW has been able to turn some of its attention away from its "i" series of Megacity cars, it will reportedly spend more than planned in 2014 as it continues the rollout of ten all-new vehicles and 15 new-generation vehicles through the end of next year. Mercedes, having been dropped to third in the sales race, is preparing to add 13 new cars over the next six years.
Audi's money is going into technology, into product like the next-generation TT and the Q1 and production expansions and upgrades all over the world. The expenditure represents just under a fourth of Volkswagen's 84.2 billion-euro ($115.7 US) outlay devoted to taking the number-one global automaker title away from General Motors and Toyota by 2018.

Audi rumored to leave top-tier endurance racing after 2017

Volkswagen's ongoing diesel scandal is turning out to be an expensive problem for the German automaker. With a recent settlement expected to cost the company up to $14.7 billion, the company is scrambling to find ways to save cash. In light of this, Audi could be pulling out of the highest class of endurance racing, which it has dominated for years. A report from Germany's Auto Motor und Sport, indicates that Audi has already finalized the automaker's departure from the World Endurance Championship's top-tier LMP1 class after the 2017 season. Another report by Autocar cites an unnamed insider to corroborate the LMP1 exit rumors. The report fingers the VW Group's ongoing diesel scandal's financial fallout as the main culprit for Audi bowing out of LMP1. The move to could also be due to the group's decision to move away from diesel technology. Audi's LMP1 car, the R18, utilizes a V6 turbo-diesel engine. The Porsche 919 Hybrid, on the other hand, uses 2.0-liter turbocharged V4 engine that runs on gasoline. Audi has won the legendary 24 Hours of Le Mans 13 times since 1999, making Audi an unstoppable force in endurance racing. Porsche, Audi's corporate sibling, reentered endurance racing with a LMP1 competitor of its own in 2014 and won the constructor's championship last year. Audi's decision to leave LMP1 could give Porsche a shot at creating its own Le Mans-winning dynasty. Autocar reports that Audi is expected to continue fielding cars in other WEC classes, like GT3 and GT4, and perhaps the brand will even enter Formula E. We reached out to Audi for some clarification on the matter and a spokesperson stated that the rumors were "pure speculation at this point." Related Video: News Source: Auto Motor und Sport, AutocarImage Credit: Audi Motorsports Rumormill Audi Porsche Volkswagen Diesel Vehicles Hybrid Racing Vehicles vw diesel scandal rumor world endurance championship wec porsche 919 hybrid