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Despite EV push, Audi will lead hydrogen for VW Group

The cynics among us will assume that Volkswagen Group would rather not affix its flagship brand name to its main hydrogen fuel-cell efforts in the wake of that German automaker's diesel-emissions scandal. Instead, there's less of a taint in having those efforts led by VWs Audi division. And that's exactly what's going to happen, reportedly. Audi will lead Volkswagen's way towards selling hydrogen fuel-cell vehicles to the general public, Automotive News Europe reports, citing comments Audi's new development head Stefan Knirsch recently made at VW headquarters in Germany. That first effort may come in the form of the H-Tron Quattro concept SUV that Audi unveiled at the Detroit Auto Show in January. That model is slated to have a 373-mile range on a full tank of hydrogen (using the optimistic European driving cycle) and includes a rooftop solar panel that can add 621 miles a year via sun rays. And true to Audi's performance-driving bent, the car will offer up to 282 horsepower and 406 pound-feet of torque, for a 0-62 miles per hour time of under seven seconds. Audi will also look to cut production costs by reducing precious metals such as platinum in fuel-cell stacks. As for plug-in vehicles, Audi said at last November's Los Angeles Auto Show that as much as 25 percent of new Audis will be plug-in vehicles by 2025. A month later, Audi said that the A3 E-Tron, which was launched in Europe in late 2014, was already accounting for a quarter of Audi sales in the Netherlands and Norway. Related Video: Featured Gallery Audi H-Tron Concept View 25 Photos News Source: Automotive News Europe-sub.req. Green Audi Volkswagen SUV Hydrogen Cars

2014 Audi A3 Cabriolet cleans up the Messe [w/video]

If we're being honest, the outgoing Audi A3 Cabriolet never really flicked our Bic. That was just fine, of course, because Audi never brought it to North America. This new model, however, might have a different future.
And while Audi has yet to officially decide on this car's North American future, this Frankfurt Motor Show debut clearly has a better sense of proportion and aggression to it, and we're excited about its powertrain solutions, too. For the European market, Audi is promising TFSI gasoline engines in either 1.4- or 1.8-liters, along with a 2.0-liter TDI diesel, all being available in front- and all-wheel drive. Audi has also confirmed its first-ever S3 Quattro Cabriolet, which figures to combine a quick 18-second top drop and its hard-hatted sibling's even quicker 296-hp 2.0-liter turbo.
Even though Audi has been better about bringing its high-performance models to North America and has a new emphasis on growing its A3 business in our territories (including a US-minded sedan bodystyle), we would still be a bit surprised to see an S3 Cabriolet popping its entry-level top in dealers in a couple years' time. Having said that, we do think this A3 Cabriolet is almost a lock. Be sure to take a good, long look at our gallery, video and the official press release below.

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.