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Audi changes the guard at Quattro GmbH

Although it may not have the brand recognition that Mercedes-AMG does or BMW's M division, Audi's Quattro GmbH department is responsible for its most exciting products - including the RS line of performance models and the R8 supercar. For the past year and a half, Quattro GmbH has been led by Franciscus van Meel, but soon it will get a new leader.
According to reports, van Meel (46, pictured right) is being reassigned to head up the Audi R&D center in Beijing. In his place, Audi is promoting Heinz Peter Hollwerweger (60, pictured above) to the post. The move is expected to be confirmed in advance of the Geneva Motor Show, at which point we can expect Audi to claim that it was part of a planned rotation. However sources suggest that van Meel's departure came at the behest of R&D boss Ulrich Hackenberg, who was apparently unhappy with how van Meel has been handling development of the next R8 and of the R8 E-Tron project.
Why Hackenberg would have van Meel reassigned to run one of his own R&D centers is beyond us, but Hollerweger is apparently expected to be able to get the job done faster and better. Whether he'll have any major changes in store for the Quattro division and its products is another matter, but we're looking forward to finding out.

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 will build E-Tron Quattro in Brussels in 2018

Audi will begin assembly of the production version of the E-Tron Quattro concept crossover in Brussels, Belgium, in 2018, and the company will also build the vehicle's batteries there. Introducing its first electric CUV will be an early step in the German automaker's goal for 20 to 25 percent of US deliveries to be EVs by 2025. The E-Tron Quattro concept previewed the electric crossover's angular styling at the 2015 Frankfurt Show, and Audi was clear that production would start in early 2018. The vehicle should have ample get-up from three electric motors – one in front and two at the back – for a total output of 429 horsepower but brief jolts up to 496 hp. Audi also claimed that the 95-kWh battery could offer over 311 miles of range on the European cycle. The company already signed a deal to use battery cells from LG Chem and Samsung SDI on the final model. Some rumors suggest Audi might call the production version the Q6. The company supports that possibility in its press release by saying: "The sporty SUV will fit between the Audi Q7 and the Audi Q5 in the product portfolio." However, Audi of America president Scott Keogh hinted to Autoblog before the LA Auto Show that it could carry a different name. Audi's development of the E-Tron Quattro is an example of Volkswagen Group's strategy to take EVs more seriously. For example, improved batteries will soon boost the e-Golf's range. Further in the future, Porsche will launch a production version of its Mission E electric sedan around 2020, and VW will reportedly make an electric Phaeton at some point next decade. Related Video: AUDI PRODUCTION NETWORK: READY FOR ELECTRIC MOBILITY Premium manufacturer to produce large series of electric cars in Brussels as of 2018 New models for Martorell (Spain) and Gyor (Hungary) Audi CEO Rupert Stadler: "We are increasing our efficiency and bundling key competencies" January 20, 2016 | Ingolstadt/Brussels/Gyor/Martorell -- Audi is preparing its international production network for the mobility of the future. Large-series production of the first purely electric-driven SUV from Audi will begin at the site in Brussels in 2018. The plant will also produce its own batteries. The company will transfer production of the Audi A1 from Belgium to Martorell in Spain. The Audi Q3, which is currently produced in Spain, will be built in Gyor (Hungary) in the future. The model rotation will benefit all the sites of Audi's global production network.