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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.

The 2018 Audi A5 and S5 Cabriolets are here just in time for winter

There are no big surprises with the 2018 A5 and S5 Cabriolet. As you'd expect, the convertibles share a design with their coupe counterparts, the A5 and S5 coupes, refreshed versions of which were unveiled earlier this year. Alongside the coupes and upcoming sportback models, the Cabriolets complete the A5 lineup. At least until another RS 5 comes along. In Europe, the A5 will have five available engine options, including three TDI engines maxing out at a 286-horsepower 3.0-liter, and two TFSI gas engines, with the most powerful putting out 252 hp. There will also be a choice of three transmissions including a six-speed manual, a seven-speed S-Tronic dual-clutch gearbox, and as an eight-speed automatic. For the US, though, the powertrains should be the same as the new coupe's, with a 2.0-liter turbocharged four-cylinder generating 252 hp and 273 lb-ft of torque in the A5, replacing the 220-hp turbo four in the previous model. An eight-speed automatic is a definite, although the existence of a manual A4 sedan for our market leaves some hope that a six-speed could be available in the A5 Cabriolet or at least the coupe. Audi also hasn't made final decisions on whether a front-drive model will be available here as it has been in the past. View 13 Photos The S5 Cabriolet, just like the two-door model, uses a new 3.0-liter turbocharged V6 engine that produces 354 hp and 369 lb-ft of torque, which is 21 more horsepower and 44 more pound-feet of torque than the old 3.0-liter supercharged V6 made. Despite the bump in power, the new S5 Cab hits 62 miles per hour in 5.1 seconds, just like the previous model. It is again electronically limited to 155 mph. And like the coupe, it will use an eight-speed automatic and get Quattro all-wheel drive standard. The A5 Cabriolet loses roughly 88 pounds compared to the previous model. The cars use an updated five-link front suspension and Audi claims the chassis is 40 percent stiffer than before. The soft tops have more insulation to cancel out road noise, take 15 seconds to open, and 18 seconds to close. You can do either at speeds up to 31 mph. The A5 Cabriolet will be available with Audi's latest array of driver assistance systems, including its navigation-linked adaptive cruise control and collision avoidance assist. A seven-inch display, seat belt microphones, Audi's Virtual Cockpit infotainment and gauge package, and a head-up display are available on the inside.

Audi exec suspended over diesel scandal

So far, just one lower-level employee has plead guilty in the ongoing VW diesel scandal. Up high, the VW CEO when the scandal broke, Martin Winterkorn, resigned right after the news came out. Other executives have also quit or been suspended as well. Today, we learn that one more executive is feeling the heat a year into the scandal. Stefan Knirsch, the head of technical development at Audi and Audi board member, is going to be suspended from his position this week because of his ties to the technology that VW Group used to cheat emissions tests. The German newspaper Bild Am Sonntag reports that Knirsch not only knew that the cheating software existed but also lied about it under oath. Knirsch previously worked at Porsche and then Audi's electrification division. He left Audi's EV efforts behind in early 2015. News Source: ReutersImage Credit: REUTERS/Denis Balibouse/File Photo Government/Legal Green Audi Volkswagen Diesel Vehicles vw diesel scandal audi diesel diesel scandal