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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:

2015 Audi Q3 headed for Detroit before hitting US showrooms this fall

The market for small premium crossover vehicles continues to grow in popularity here in the US, and Audi is finally ready to get in on the action. Going up against competitors like the BMW X1, Land Rover Range Rover Evoque and soon-to-arrive Mercedes GLA-Class, Audi will unveil a US-spec version of the 2015 Q3 at the Detroit Auto Show next week. And in what we can only assume is an amusing coincidence, the Q3 will go on sale during Q3 of this year.
As we reported back in October, it appears that our Q3 will boast a slightly taller ride height than its European counterpart, but Audi isn't releasing too much information about the crossover just yet. What we know for sure is that it will be powered by Audi's well-liked 2.0-liter turbocharged TFSI inline-four producing 200 horsepower and 207 pound-feet of torque. A six-speed automatic transmission and front-wheel drive will come standard, while Audi's Quattro all-wheel-drive system will be optional.
Visually, the 2015 Q3 shown here has a different front fascia design than its European counterpart, but it's not immediately clear if this is exclusive to the US model or if it will be a new element for Q3 in all markets. We don't expect pricing to be announced until closer to its on-sale date, but the Q3 will definitely be stuffed with content, even in base form. Audi has already confirmed such niceties as a panoramic moonroof, Xenon headlights and heated leather seats. Delivering a good amount of practicality for its size, the Q3 will provide a maximum cargo capacity of up to 48.2 cubic feet and 16.2 cu-ft with the rear seats in place.

Audi RS Q3 Performance pours sugar on the forbidden fruit

Don't let anybody tell you that Europeans don't like powerful SUVs any less than Americans do. They just like theirs a bit smaller. Case in point: the new Audi RS Q3 Performance. The latest in the ne plus ultra from Quattro GmbH joins the RS6 Avant Performance and RS7 Sportback Performance in dialing up the power even further. So while the 2.5-liter turbocharged inline-five carries over from the existing RS Q3, its output swells to 367 horsepower (27 more than before) and 343 pound-feet of torque. As a result, this tall take on the hot hatch blasts to 62 in just 4.4 seconds before topping out on the open Autobahn at nearly 168 miles per hour. Along with the power boost, the RS Q3 Performance benefits from a retuned seven-speed dual-clutch transmission, which works in tandem with the hydraulically actuated, electronically controlled all-wheel-drive system to get the power down to the road. The suspension is lowered, with available adaptive dampers fitted to 20-inch alloys. There are subtle details inside and out to distinguish it from "lesser" RS Q3 models. Unfortunately while Audi does offer the Q3 in base form here in America, it doesn't offer the RS variant altogether, let alone this new enhanced version. In fact the RS7 is the only model in the line we get here, so we'll just add this one to our growing list of forbidden fruit that we'd like to taste. Our compatriots in Germany, however, can pick one up right away for 61,000 euros, before it even makes its debut at the Geneva Motor Show next month. Related Video: 02/04/16 | Ingolstadt Pure power: the Audi RS Q3 performance - New top model with more power and exclusive equipment - Award-winning five-cylinder with 270 kW (367 hp) - Now accepting orders for the Audi RS Q3 performance Audi ignites the next stage of performance in the compact, high-performance SUV segment: The Audi RS Q3 performance* impresses with an output of 270 kW (367 hp) and 465 Nm (343.0 lb ft) of torque. This incredible power catapults the new top-of-the-line model from 0 to 100 km/h (62.1 mph) in just 4.4 seconds. Standard top speed is 270 km/h (167.8 mph). The premium brand is honing its sporty profile with new RS performance models. The "performance" in the name stands for both a significant power boost and exclusive equipment that clearly elevates the respective model above the rest of the portfolio. This also applies to the new RS Q3 performance, whose pulse is driven by the legendary Audi five-cylinder engine.