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Audi R8 bids adieu with the 570-hp Competition in LA

Audi is saying auf Wiedersehen to the first-gen R8 at the Los Angeles Auto Show in the best way possible - the even more powerful, limited edition 2015 R8 Competition. This might be the vehicle's swansong, but it's going out with a bang.
Audi is sending just 60 of these supercars to the US, and the heart and soul is a beefed up version of the 5.2-liter V10 from the V10 Plus model. The mill now makes 570 horsepower, a 20-hp boost, and is mated to a seven-speed, dual-clutch S Tronic gearbox. Audi claims that the potent package shoots the Competition to 60 miles per hour in 3.2 seconds and to a max speed of 199 mph.
The extra ponies might be enough for some, but Audi really wants to make the Competition something special. Matte carbon fiber pieces replace areas around the car, including the rear spoiler, side slides, front spoiler, rear diffuser and center console. For contrast, the wheels and exhaust pipes are painted in high-gloss black. Ceramic brake discs should be a useful aid with deceleration, too.

Audi prices S8 Plus at $115k, RS7 Performance at $129k

Audi is introducing two new performance sedans at the LA Auto Show later this month. Both pack the same 4.0-liter twin-turbo V8, producing 605 horsepower and 516 pound-feet of torque (553 on overboost). The more conventional of the two is the 2016 Audi S8 Plus, which is based on the A8 and emerges as its new performance flagship. 0-60 is quoted at 3.7 seconds, with top speed electronically limited to 155 miles per hour. For all that muscle and luxury, Audi will charge $115,825 (including $925 for destination). Compared to the Mercedes-AMG S63, the new Audi offers more power (but less torque) and quicker acceleration for a much lower price. The Jaguar XJR charges about the same but gives back less muscle and performance. Joining it is the 2016 Audi RS7 Performance fastback. It packs that same engine and eight-speed automatic transmission with Quattro all-wheel drive. But in the Sportback, 0-60 is quoted at 3.6 seconds, and the top speed is derestricted to 190 mph. For the RS7 Performance, Audi will charge $129,925. That makes it more potent and just as quick, but significantly less expensive than the Porsche Panamera Turbo S. Both feature other upgrades to the wheels, aero, and interior, and come with carbon-ceramic brakes to keep all that momentum in check. They'll both reach showrooms next month. But while the RS7 will still be offered in the existing 560-hp spec for $108,900, the S8 Plus has already replaced the existing model on the Audi of America website. Audi of America announces pricing for S8 plus and RS 7 performance November 11, 2015 | HERNDON, Virginia - 4.0-liter twin-turbo TFSI engine produces 605 hp, maximum 553 lb-ft of torque - Sportier interior and exterior design elements enhance performance-oriented appearance - Both S8 plus and RS 7 performance to go on sale December 2015 Audi today is announcing pricing for the 2016 S8 plus and RS 7 performance models. With more powerful engines and enhanced design elements, the S8 plus and RS 7 performance offer elevated performance and sportiness, further reinforcing the brand's position in the premium sport sedan segment. S8 plus Enhanced for maximum performance and driving enjoyment, the 2016 Audi S8 plus is the latest variant of the A8 flagship sedan to enter the Audi lineup. Featuring a 4.0 TFSI engine with an eight-speed Tiptronic® transmission, the S8 plus produces an impressive 516 lb-ft of torque and 605 hp – an increase of 85 horsepower compared to the outgoing S8.

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.