2007 Audi A4 Base Sedan 4-door 2.0l on 2040-cars

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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.

Audi service tech joyrides customer car, allegedly takes drugs on the way [UPDATE]

UPDATE: We've received and added an official statement from Audi Palo Alto. Dealerships get a bad rap. Stories about sleazy salespeople and overpriced service procedures abound, even though the reality is that most dealers are run by and employ honest, fair folks. But just because the bulk of dealers and their employees are good people, it doesn't mean some bad eggs won't slip through the cracks. Audi Palo Alto, in the heart of Silicon Valley, is finding this out the hard way after dash cam video of a service tech abusing a customer's car started blowing up on YouTube. In the video, which you can watch above, the unnamed service tech took YouTube user Carrera Chris's Audi – it's not clear what model, but it sounds like one of the company's higher-performance 3.0-liter, supercharged V6 models – for a rather spirited test drive. There are plenty of wide-open-throttle runs mixed in with some speeding – the dash cam's lower display shows 90 miles per hour at one point on the freeway – and you can hear the driver laughing throughout. None of this is too remarkable on its own, and maybe not enough to get the tech fired. Until, that is, he pulls into a parking lot and begins snorting something. The dash cam doesn't show the technician, so it's impossible to determine what substance – if any – the driver is allegedly taking. It could be coke, could be crushed up pills, or, hey, it could be a prescription nasal spray (it is allergy season, even in perpetually lovely northern California). Carrera Chris does say he found white powder in the seams of the driver's seat, so take that for what it's worth. There are five videos that include 12 minutes of footage – the one up top is a summary, while the four below show the alleged drug use and some more mundane footage. We've reached out to Audi Palo Alto's general manager, Jason Mattia. He wouldn't answer our questions over the phone, but did forward an official statement from the dealer. An unfortunate incident was brought to our attention earlier this week. We immediately began our investigation and have already taken action. We are working with the customer involved and have thanked them for bringing this matter to our attention. At Audi Palo Alto, we are proud to be a part of the San Jose community. We value and respect our customers, and our team of 75 employees strives to deliver the highest level of customer service.

Audi gets Q2 and Q4 badges in trademark swap with FCA

Audi has swapped trademarks with Fiat Chrysler Automobiles to snare the rights to the Q2 and Q4 badges for upcoming crossover SUVs. Audi CEO Rupert Stadler confirmed at the Detroit Motor Show that the automaker had finally persuaded FCA to release the two names that would let Audi lock up the Q1 to Q9 badges for its growing SUV family. Audi already plans to drop the Q2 name onto its MQB-based city crossover five-door this year, while the Q4 badge will slot onto the rump of a coupe-like version of the next Q3. It will also reserve the Q1 badge for a 2018 baby crossover, based around the architecture of the next A1 hatch. The A1 will share a lot of its engineering with Volkswagen's Polo-based soft-roader, dubbed T-Cross in concept form. The German company has also pounced on the naming rights for SQ versions of all of its Q-cars, along with F-Tron to cover the day when it pushes hydrogen fuel cell cars into production. Stadler insisted that no money had changed hands in order to pry the two badges off FCA, admitting that they had "each found something we needed." "We promised each other we wouldn't disclose what it cost, but it was not something they were willing to sell," Stadler said. "We tried to get it years ago and they said 'No, never,' but there is never 'never' in business. ... This year I went back to them with a proposal and we talked and there were some negotiations and then we agreed to it." Those negotiations are believed to have centered on a trademark swap with a Volkswagen Group name that FCA desperately (evidently) wants to use on a Fiat, Alfa Romeo, Chrysler, Dodge or Maserati. Asked if Audi had given FCA a trademark in return for Q2 and Q4, Stadler replied, "Something very much like that, yes." Audi has used Italian names on past concept cars that FCA could be interested in, such as the 2001 Avantissimo concept and the 2003 Nuvolari coupe. The latter was named after legendary pre-war racer Tazio, who won grands prix for both Alfa Romeo and Audi's forerunner, Auto Union. Both are unlikely trade chips, with laws in Europe preventing the trademarking of the names of actual people. There is always "quattro" (Italian for "four"), but after investing nearly four decades locking it in as an Audi all-wheel-drive name, it's just not anything like trade bait.