2019 Audi S5 Premium $53k Msrp on 2040-cars

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Audi kicks off ad campaign tonight with stirring new spot

Following last week's entertaining and wildly popular Spock vs. Spock video, Audi has come back with a bevy of videos for its new advertising campaign that will begin airing tonight in primetime and on cable.
There are five ads altogether, but the longest one, a 60-second spot titled It Couldn't Be Done, is our favorite by far. Set to a reading of the poem of the same name by Edgar Albert Guest, the commercial chronicles the history of Auto Union Deutschland Ingolstadt from the days of its founder, August Horch, through its many decades of innovation, competition and creativity. Indeed, watching the commercial gave us chills similar to when we first heard the Ram brand's Farmer commercial that aired during this year's Super Bowl.
The other four commercials are shorter 15-second spots that focus on such familiar themes as the company's Quattro all-wheel-drive system, the safety of its vehicles, their style and the company's advances in LED lighting. While less impactful than the longer ad, we think they effectively sound the drum beat of Audi's preferred tag line: Truth in Engineering. Scroll down to watch all five new ads, starting with the 60-second It Couldn't Be Done.

Audi R8 Exclusive Edition gets laser beam headlights

We've long lamented the National Highway Traffic Safety Administration's draconian Federal Motor Vehicle Safety Standards, which contrary to their name, have actually prevented automakers from selling some substantial and important safety equipment, like advanced headlights, in the US market. Until now, apparently. To be fair, we've known Audi was prepping its advanced laser headlights for the US market, but that doesn't make their arrival any less exciting. Audi will begin offering DOT-approved high-beams that use advanced laser diodes on a limited run of V10-powered R8s. Exclusive to the, um, Exclusive Edition R8, the advanced lamps complement the standard LED low beams and dynamic front turn signals, offering "very bright and pure white light" for 25 lucky consumers. Here's some more techno babble about how the lights work – according to Audi's official release, there's a laser module in each headlight containing four high intensity laser diodes that fire out blue lasers. Then, a phosphor converter adjusts the 450-nanometer laser into visible light that fires up above 40 miles per hour. "When conditions permit," Audi's release reads, the laser high beams "greatly enhance visibility for the driver by projecting a low and wide beam of light on the road ahead." Naturally, we have questions, but Audi wasn't keen on releasing much info ahead of the R8 Exclusive Edition's Los Angeles Auto Show debut. The company confirmed that the new lights are DOT approved, which makes sense considering the LA introduction. We're also wondering how Audi's new Laser Lights differ from BMW's similarly named Laserlight system, offered on the i8. Both setups use lasers to replace conventional high beams, but BMW says it "adjusted to the maximum allowable light output for the US market." Audi was cagey about explaining if it modified the system to satisfy the feds. Ingolstadt also offered the typical "we don't comment on future product" when asked about future applications for its laser headlight technology. Beyond the advanced high-beam headlights, the R8 Exclusive Edition comes standard with Quantum Grey paint, 20-inch "Y Design" wheels, a carbon-fiber side blade with an orange stripe, and a whole bunch of interior trim upgrades, like full leather upholstery and Alcantara trim. Price start at $229,200, not counting $1,250 in destination charges. We'll have more on the R8 and its laser lamps when it debuts in a couple weeks. Related Video:

Audi A5 DTM diesel sport coupe thumbs nose at scandal

While the diesel emissions scandal is damaging the reputation of the four-cylinder TDI engines, the torquey, fuel-efficient 3.0-liter TDI V6 at the heart of this latest special edition from Audi is so far unsullied. However that doesn't mean the 3.0 couldn't face investigation at some point in the future before the issue is settled. In the meantime, those outside of North America can look forward to the Audi A5 DTM edition's enticing features. The A5 DTM edition is powered by the same 3.0-liter V6 TDI that we can already get in the A6, A7, and A8 sedans as well as the Q5 and Q7 crossovers. Here, it produces 245 horsepower and 427 pound-feet of torque (in the US-spec A6, the engine is quoted as making 240 hp and 428 lb-ft). The A5 DTM channels its power to all four wheels through a seven-speed dual-clutch transmission. That's enough to propel it to 62 in a claimed 5.9 seconds and an electronically-governed top speed of 155 miles per hour. The sporty look is inspired by Ingolstadt's DTM touring car program. That includes a sportier front fascia, Misano red paint, gloss-black trim, 20-inch split-five-spoke alloys, and special badges inside and out. The interior packs the bucket seats from the RS5, Alcantara trim, stainless steel pedals, and more. Audi will only offer 50 examples, priced in Germany at ˆ74,540 – equivalent to about $85k at current exchange rates. Racing spirit – The Audi A5 DTM selection limited-edition model - Limited run going into production from October - 20-inch wheels, bucket seats and Misano red finish - Third DTM special edition from Audi Audi is taking the spirit of the DTM from the racetrack to the road – with the Audi A5 DTM selection* special edition. A powerful 3.0 TDI developing 180 kW (245 hp), 20-inch wheels, dynamic design and bucket seats reveal the two-door coupe's connections with the race version that has featured in the German Touring Car Masters (DTM). The Audi A5 DTM selection turns heads with its special racing design. The front lid, doors and rear window are emblazoned with dynamically designed DTM, quattro and Audi Sport logos. The Misano red paint finish contrasts with high-gloss black add-on parts on the front, sills and rear, giving added emphasis to the sports appeal of this limited-edition model. The front apron and the large air inlets with their rhombus-pattern grilles also contribute to its special looks. The cast aluminum wheels by Audi Sport embrace a five twin-spoke design in matt titanium look.