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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.

German prosecutors raid VW, Audi offices

As Volkswagen continues to try to put its diesel emissions scandal behind it, the company has had mixed success. It has agreed to pay penalties and fix or buy back affected vehicles in the US, and has made a strong push to evolve into a greener, mobility-focused company. The scandal just won't die, though, and has, in fact, just escalated. Prosecutors have searched Volkswagen's Wolfsburg, Germany, headquarters, as well as Audi offices in Ingolstadt and Neckarsulm and even the homes of some Audi executives, Reuters reports. The raids, which coincided with Audi's annual earnings press conference, are related to 80,000 diesel vehicles with possible emissions cheat devices sold in the US between 2009 and 2015. European vehicles aren't part of this particular investigation. "With these search orders, we aim to clarify in particular who was involved in deploying the technology concerned and in the provision of false information to third parties," the Munich prosecutor's office says. Audi CEO Rupert Stadler, who says his residence had not been one of those searched, says he is supporting the ongoing investigation, admitting that the company has a long way to go to recover from the scandal. The Dieselgate scandal, as it has come to be known, broke in September 2015. Related Video:

Refreshed 2015 Audi A8 starts at $77,400*

Audi definitely made the US wait for the refreshed 2015 A8 and S8. The updated models were first unveiled last summer, but it has taken until June for the revised flagship sedan to reach dealers here.
The refreshed A8 line doesn't come cheap, though. Prices are up $2,000 or more over the 2014 model year. The basic 3.0T model goes for $77,400 or $81,400 for the long wheelbase version. The long wheelbase TDI is $85,100. The standard 4.0T model asks $86,400 or $90,400 for the longer one. An S8 sets back buyers $114,900, and the full bore A8L W12 is $137,900. All of these prices exclude destination (which was $895 last year and now stands at $925, according to Audi representative Mark Dahncke).
To make the wait worth it, Audi is packing the sedan with new technology and given it the slightest restyle. All models of the luxurious vehicle now come standard with full LED headlights. The 2015 model also benefits from electromechanical steering, available variable ratio steering and active lane assist. The night vision system is also updated to detect animals and alert the driver. Mechanically, there are some tiny tweaks as well. The 4.0T V8 is boosted to 435 horsepower, compared to 420 hp previously, and the 6.3-liter W12 now has cylinder deactivation.