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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.

Rough seas delay salvage operation for burning ship carrying luxury cars

LISBON — Rough waters forced authorities on Wednesday to postpone a salvage operation for a ship packed with luxury cars that have been on fire for a week in the middle of the Atlantic Ocean, a port official said. With teams unable to board the Felicity Ace, heavy tug boats sprayed water to cool the vessel, which is carrying around 4,000 vehicles, including Porsches, Audis, Lamborghinis and Bentleys. Lamborghini of America CEO Andrea Baldi told Automotive News that there were dozens of pre-sold Lamborghinis aboard, mostly the Urus SUV. But also some Huracans and Aventadors, the latter of which have ceased production. The ship's 22 crew members were evacuated last Wednesday, the day the fire began. Some of the vehicles are electric, and their lithium-ion batteries have made the fire very difficult to extinguish, port officials have said. Joao Mendes Cabecas, the captain of the nearest port on the Azorean island of Faial, said the blaze had lost its intensity — probably because there was little left to burn. Salvage teams hoped to board the ship, which is is adrift around 170 km southwest of the Azores near Portugal, to assess its condition and start preparing it for towing, the Portuguese navy said in a statement on Tuesday. The navy took photos of the ship that showed a gaping hole at least four decks high, with burn marks running the length of the ship. It is unclear if the vessel will be towed to the Bahamas or Europe. Cabecas told Reuters bad weather prevented the team from boarding the ship. Waves as high as 2.5 meters battered the coast of Faial on Wednesday, Portugal's weather agency IPMA said. The salvage team was expected to be flown to the ship on a helicopter belonging to the Portuguese air force, which will decide on Thursday if the operation can proceed, Cabecas said. Ship manager Mitsui O.S.K. Lines Ltd (MOL) said in a statement on Tuesday the vessel was still on fire but stable, and that no oil leak had been reported so far. It did not respond to a Reuters request for comment on the cause of the fire. Insurance experts said the incident could result in losses of $155 million.   Weird Car News Audi Bentley Lamborghini Porsche

Car technology I'm thankful and unthankful for

The past few years have seen a surge of tech features in new vehicles — everything from cloud-based content to semi-autonomous driving. While some of it makes the driving experience better, not all tech is useful or well thought out. Automakers who are adept at drivetrains, ride quality and in-cabin comforts often fail at infotainment interfaces and connectivity. From testing dozens of vehicles each year and in the spirit of gratitude, here are three car tech features I'm thankful — and a trio I could live without. Thanks Connected search: This seems like a no-brainer since everyone already has it on their smartphones, but not all automakers include it in the dashboard and as part of their nav systems. The best ones, such as Toyota Entune, leverage a driver's connected device to search for a range of services and don't charge a subscription or require a separate data plan for the car. I also like how systems like Chrysler Uconnect use Yelp or other apps to find everything from coffee to gas stations and allow searching via voice recognition. Apple CarPlay and Android Auto: It took two of the largest tech companies to get in-dash infotainment right. While they have their disadvantages (you're forced to use Apple Maps with CarPlay, for example), the two smartphone-integration platforms make it easier and safer to use their respective native apps for phoning, messaging, music and more behind the wheel by transferring a familiar UI to the dashboard — with no subscription required. Heated seats and steering wheels: I really appreciate these simple but pleasant features come wintertime. It's easy to get spoiled by bun-warmers on frosty mornings and using a heated steering wheel to warm the cold hands. I recently tested a 2018 Mercedes-Benz E400 Coupe that also had heated armrest that added to a cozy luxury experience. Bonus points for brands like Buick that allow setting seat heaters to turn on when the engine is remotely started. No thanks Automaker infotainment systems: Automakers have probably poured millions into creating their own infotainment systems, with the result largely being frustration on the part of most car owners. And Apple CarPlay and Android Auto coming along to make them obsolete. While some automaker systems, such as Toyota Entune and FCA's Uconnect, are easy and intuitive to use, it seems that high-end systems (I'm looking at you BMW iDrive and Mercedes-Benz COMAND) are the most difficult.