Audi: S5 Prestige Model on 2040-cars

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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:

Suspended VW exec Hackenberg resigns in wake of scandal

Ulrich Hackenberg, father of the innovative modular architecture that underpins many modern Volkswagen and Audi products and a 30 year veteran of the giant company, has resigned his position as the lead engineer for the entire Volkswagen Group as well as his seat on Audi's management board, reports Automotive News. The resignation closes out a two-month suspension while the investigation into VW's deceptive emissions practices continues.The resignation follows the admission by Audi that the 3.0-liter TDI V6 engine was also fitted with emissions-control defeating software, like some of its four-cylinder TDI counterparts. In turn, this lead to changes in Audi's management structure. AN reports that Matthias Muller, who has already taken over Martin Winterkorn's position as VW Group CEO, will also be named chairman of the Audi brand.Hackenberg's successor was named as part of this announcement. Stephan Knirsch, who has lead engine development at the Audi division, will assume Hackenberg's roles as both board member for Audi in charge of technical development, and as the head for technical development across the whole group.Related Video:

Audi planning A9 electric vehicle to challenge Tesla

It looks like we have another "Tesla Fighter" on our hands. Various higher-end automakers have announced plug-in luxury sports sedans that would likely take on the California-based electric-vehicle maker, and Audi now appears to have joined that group. The badge is A9, and it may be available to the public by the end of the decade, UK's Autocar reports. The Audi A9 E-Tron could be a beast. The car will deliver 429 horsepower via three electric motors – two driving the front wheels, one driving the rear. The sedan will be equipped with a 95-kilowatt-hour battery that will enable a 310-mile single-charge range (on the more generous European driving cycle). Lots of parts and features will be shared with the battery-electric SUV Audi is also planning. Where it really gets fun is the prospect of the sedan having "torque vectoring," in which power can be shifted from side to side in order to boost handling. Additionally, the car could have a wireless, inductive charging option as well as an auto-parking feature for positioning over the floor-mounted charging module. No word on how this car will be priced, but we're guessing quite high. Audi CEO Rupert Stadler has gone on record saying that the German automaker wants to have three all-electric models available to the public by 2020, though hasn't said anything specific about a high-end battery-electric sedan that would be geared to take on the Tesla Model S. The company did introduce its E-tron Quattro concept last year, though, and Audi has said it aims to have as much as 25 percent of its sales be of the plug-in variety by 2025. There's a chance for that if the A9 e-tron is as enticing as it appears to be. Related Video: