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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.

New Tesla, McLaren, and Ferrari models added to Takata recall list

UPDATE: A McLaren spokesperson confirmed to Autoblog that "a number" of McLaren models in the US, Japan, and South Korea will be recalled to fix non-dessicated airbag inflators. However, the recall only affects passenger airbags, as all driver's-side inflators use a different technology and are not affected. The timeline is still being determined. It's been more than two and a half years since the Takata airbag recall first made waves. Despite knowing which airbags were at fault and the exact cause of the failure, manufacturers like Audi, Ferrari, McLaren, and Tesla have been building and selling cars with defective airbags. Although it takes several years for the airbag to degrade to the point of failure, all of these new cars will eventually have to be recalled for replacements. It appears that time has come, as the National Highway Traffic Safety Administration has now issued a recall on some of these new models. Models from Tesla and McLaren have been added to NHTSA's recall list for the first time. Tesla is recalling every 2012 - 2016 Model S while McLaren is bringing back every model it's made since relaunching its road-car business in 2012. Not even the P1 is free from failure. Other automakers have expanded their affected-vehicle list. All of Ferrari's 2016 - 2017 lineup now falls under the recall and joins a number of previously recalled models, while Audi is recalling the 2017 R8. Since the recall started, dozens of automakers have recalled millions of affected cars to replace potentially fatal and highly flawed airbags that can deploy bits of metal at occupants. Eleven deaths in the United States are directly related to the faulty airbags. Before the recall, Takata held a sizable share of the airbag market. When the failures began to occur, some automakers were left with no alternative suppliers. As it takes a few years for the airbags to fail, automakers without other options faced a choice: they could either build cars that would be recalled in the future or stop building cars altogether until a secondary supplier could be found. These recalls seem to be happening so frequently that owners may not know what to do or where to check to see if their car is potentially affected. NHTSA is keeping a comprehensive list of all affected models. Their website can help owners determine if they have a potentially problematic airbag installed and the steps to take to replace it.

Audi reveals driver lineup and livery for Rolex 24 at Daytona

Audi has announced driver lineups for its customer teams running the R8 LMS GTD in this year's Rolex 24 at Daytona. The Rolex 24 is the first event for the inaugural season of the new United SportsCar Championship series, which merges the old Grand-Am Series with the American Le Mans Series. The new series kicks off January 25.
Flying Lizard Motorsports, which has traditionally been known for repping the Porsche 911, will campaign a pair of R8 coupes, while GMG Racing, Paul Miller Racing and Fall-Line Motorsports will run one car each. A number of drivers on each team are Audi Sport factory drivers, hot shoes like Oliver Jarvis for Fall-Line and Filipe Albuquerque and Dion von Moltke for Flying Lizard, while there are also a few Audi Sport customer drivers.
"We have a fantastic group of racing partners and drivers this season and look forward to defending last year's Daytona win," said president of Audi of America, Scott Keogh. "The successes of the R8 in endurance racing are a testament to the engineering found in every Audi on the road today."