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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 A5 and S5 Sportbacks are coming to America

Fans of hatchbacks have cause for celebration, because Audi confirmed the 2018 A5 and S5 Sportback models are coming to the US. The five-door variant of the classy A5 coupe and convertible line will appear in America this spring. Pricing was not announced. While we will be getting the hatchback, we won't get every powertrain option offered in Europe. Those versions will be offered with an array of gas and diesel engines, and some will be available with a manual transmission. We'll only get two engines here, and they both come with automatics. The standard A5 Sportback will come with the same turbocharged four-cylinder as the A5 coupe and convertible and the A4 sedan. It makes 252 horsepower and 273 pound-feet of torque of torque and is paired with a seven-speed dual-clutch transmission. The S5 Sportback gets the same 354-horsepower turbocharged V6, which also makes 369 lb-ft of torque and sends power through a conventional 8-speed automatic. Both Sportback models are nearly as fast as their two-door siblings, reaching 60 mph in 5.7 and 4.5 seconds respectively. That's just a tenth of a second slower than either coupe. The Sportback also has one more difference compared with the European version. All American A5 Sportback models will come with Audi's Quattro all-wheel-drive. The Sportbacks feature similar interiors to their coupe and convertible brethren, along with the same infotainment options. This includes the available Virtual Cockpit LCD instrument panel and MMI system. Of course the biggest difference between the Sportback and the two-door models is space. Audi claims the Sportback has twice as much cargo room as the coupe. And the back seat will obviously be much more comfortable and usable. View 14 Photos You don't sacrifice too much in style, either. The A5 coupe's distinctive, Coke-bottle character line has made the transition to a longer profile gracefully, and it's complemented by the greenhouse inspired by the bigger A7 Sportback. So if you've always wanted an A5 for its looks, but felt you needed something more practical, you won't have to compromise with the Sportback. Related Video:

Audi R8 E-Tron back on production map thanks to new battery tech?

Contrary to our October 2012 report, it appears Audi's R8 E-Tron program is back on track, if a report from Australia is to be believed. Drive is reporting that the German brand has changed its mind and won't be sacking the program, despite previously stated concerns about the quality and price of batteries for the R8-based EV.
We last saw the R8 E-Tron prototype in the snows of northern Europe, although footage of the car has been non-existent since that wintry test. This new report claims that a small number of R8 E-Trons will see production, which gels with what we heard back in 2012 and supposed earlier this year. Apparently, some new sort of lithium-ion battery technology has allowed for a drastic increase in range, with rumors of the original 130 miles going up to around 250. According to Drive, this makes the project feasible again.
"Our engineers and technicians are further developing the car and its electric drive system. The range has grown significantly, allowing the potential for a small-scale production," an unnamed, but high-ranking Audi employee told the Aussies.