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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 recalls A6, A7, and A3 in two airbag-related campaigns

Audi will recall a total of 21,978 vehicles in the US across two campaigns. The Basics: Audi's larger recall covers 21,074 examples of 2012-2013 A6 sedans with manufacturing dates between March 28, 2011, and March 25, 2013, and the 2012-2013 A7 models built between January 25, 2011, and March 19, 2013. The Problem: In examples of the sedans with heated and cooled seats, the Passenger Occupant Detection System can malfunction and prevent the passenger's side airbag from deploying in a crash. Injuries/Deaths: None reported. The Fix: Dealers will repair the Passenger Occupant Detection System. If You Own One: Audi will begin the recall in February 2016. The Basics: In the smaller safety campaign, Audi will recall 904 examples of the 2015 A3 Cabriolet built between June 5, 2014, and April 1, 2015. The Problem: The driver or front passenger seat covers might not have the correct stitching, and this could prevent the side airbag from properly deploying in a crash. Injuries/Deaths: None reported. The Fix: Dealers will replace the seatback covers on affected seats. If You Own One: Audi will begin the recall in February 2016. Related Video: RECALL Subject : Passenger Seat Occupant Detection System may Fail Report Receipt Date: DEC 08, 2015 NHTSA Campaign Number: 15V823000 Component(s): AIR BAGS Potential Number of Units Affected: 21,074 All Products Associated with this Recall Vehicle MakeModelModel Year(s) AUDI A6 2012-2013 AUDI A7 2012-2013 Details Manufacturer: Volkswagen Group of America, Inc. SUMMARY: Volkswagen Group of America, Inc. (Volkswagen) is recalling certain model year 2012-2013 Audi A6 vehicles manufactured March 28, 2011, to March 25, 2013, and 2012-2013 Audi A7 vehicles manufactured January 25, 2011, to March 19, 2013. In vehicles with heated and cooled seats, the Passenger Occupant Detection System (PODS), used to enable the front passenger air bags, may malfunction and prevent the passenger-side air bags from deploying in a crash. CONSEQUENCE: An air bag that does not deploy as intended increases the risk of occupant injury in a crash. REMEDY: Volkswagen will notify owners, and Audi dealers will install a PODS system repair kit, free of charge. The recall is expected to begin in February 2016. Owners may contact Audi customer service at 1-800-253-2834. Volkswagen's number for this recall is 74D1.

Audi launches 2014 TDI models with hilarious spot

Audi has unveiled a set of new television spots that seek to continue the company's proselytizing of diesel-fueled luxury cars to the American pubic. With TDI versions of the A6, A7, A8, Q5 and Q7 available for its 2014 model year range, this is a subject that's obviously near and dear to the hearts of Audi marketers.
The first commercial, The Station, makes a play on the fact that many car buyers in the US don't associate luxury cars (in this case an A8) with those green-handled pumps at the "gas" station. The second commercial, Range, is a lot more informative (albeit less fraught with screaming and slowmo), discussing just how easy it should be to find a diesel fueling station in your long-range TDI before you need to fill up.
Continue on below for a look at both new commercials, or to have Audi explain them to you in great detail, via its press release.