Infiniti, Redux? Audi's Q8 Miniseries Doesn't Showcase Vehicle in the Opening Episode

Matt Posky
by Matt Posky

The marketing wizards at Audi decided to unveil the upcoming Q8 crossover via a series of internet shorts, called chronicling the antics of Sandra and Quentin — who we’re told are an “an extravagant power couple” living in California who have fallen upon dark times. Curious about the vehicle and Audi’s attempt at digital drama, I caught the first episode today.

Having just completed my viewing, I have to admit I feel a little cheated. To my dismay, the three-minute video didn’t include a single meaningful shot of the new utility vehicle. While I didn’t expect Audi to give up a front three-quarter view in episode one, I also didn’t expect a half-second glimpse of the Q8 badge followed by tight interior shots of the protagonists. Unless you have supreme interest in the vehicle’s headrests, there is really nothing for you here.

However, if you’re interested in extended shower scenes, brief fights that involve men hugging each other, and bad R&B songs produced exclusively for internet dramas, then you’ll be elated with the rest of this article. As for the Audi that’s likely to appear in subsequent episodes, all I can tell you is I think it’s orange.

Compared to BMW Films’ projects, the first episode of Audi’s original series lacks some oomph. BMW used Clive Owen as its main protagonist in the short films that showcased its models, in both the original run and its 2016 revival, and tapped high-profile actors or celebrities for most of the supporting cast. You were watching car commercials. But the production values, superior acting, and adrenaline-pumping action scenes absolutely tricked you into enjoying yourself. Taken out of context, you could easily fool someone into thinking the films were scenes from a feature-length blockbuster.

Audi’s effort, on the other hand, smacks of budgetary constraints, which would be fine had I never seen anything from BMW Films. But I have, and have to make the comparison, even if it’s sort of unfair.

It’s a little early to make any king of final assessment on the miniseries but the general takeaway from the first episode is not one of gleaming praise. A man wakes up in a dirt-floored shack, gets a video call from a woman who is presumably his wife, and the battery immediately dies. Hopefully he can get to his new Audi to charge it!

The rest of the incredibly brief video involves a flashback where the couple listen to terrible music in the car (which we don’t see much of), after which she takes a shower while he is abducted by men in black masks. Then there’s a flash-forward where he exits the shack and reveals himself to be in the middle of a barren desert, miles from the kind of cell reception that would have made that video call possible.

If the remaining episodes are this brief, the total series will clock in around 15 minutes. That seems insufficient for a drama that intends to set up an elaborate backstory for the characters and still find time to showcase a car. But it’s the Q8’s absence that has me the most worried. If this was just an extended car commercial, it would be easy to forgive Audi’s marketing team for any mishaps. But it really seems like they are trying to build suspense and craft a narrative here. But why?

My assumption is that they want to build hype to coincide with the vehicle’s official debut, which means we might not see it appear in the series in full until June. That’s a bummer, because the next episode of drops on May 24th. If Audi plans to tease the car endlessly until the final video, which comes out on June 5th, I’ll be extremely annoyed.

Let me know if my gripes are warranted or if you’re fine with this marketing style.

Matt Posky
Matt Posky

A staunch consumer advocate tracking industry trends and regulation. Before joining TTAC, Matt spent a decade working for marketing and research firms based in NYC. Clients included several of the world’s largest automakers, global tire brands, and aftermarket part suppliers. Dissatisfied with the corporate world and resentful of having to wear suits everyday, he pivoted to writing about cars. Since then, that man has become an ardent supporter of the right-to-repair movement, been interviewed on the auto industry by national radio broadcasts, driven more rental cars than anyone ever should, participated in amateur rallying events, and received the requisite minimum training as sanctioned by the SCCA. Handy with a wrench, Matt grew up surrounded by Detroit auto workers and managed to get a pizza delivery job before he was legally eligible. He later found himself driving box trucks through Manhattan, guaranteeing future sympathy for actual truckers. He continues to conduct research pertaining to the automotive sector as an independent contractor and has since moved back to his native Michigan, closer to where the cars are born. A contrarian, Matt claims to prefer understeer — stating that front and all-wheel drive vehicles cater best to his driving style.

More by Matt Posky

Join the conversation
2 of 10 comments
  • "scarey" "scarey" on May 21, 2018

    Masked invaders would have knocked him out and absconded with the hot Asian chick.But since they didn't,[SPOILER ALERT ! ] the hot Asian chick is now (over next 3 episodes) to be revealed as an International Superspy who will retrieve stolen atomic bombs, save a litter of puppies, and pick up the man just before he dies of a snake bite.All thanks to her new Infiniti Q model. I will watch, but then I have little to occupy my time in the evening.

  • Sub-600 Sub-600 on May 22, 2018

    You know how some power couples combine their names, like Brad Pitt and Angelina Jolie become “Brangelina”? If the protagonists in this tale did that, they might collectively be known as “SanQuentin”.

  • Kosmo Love it. Can I get one with something other than Subaru's flat four?
  • M B When the NorthStar happened, it was a part of GM's "rebuilding" of the Cadillac brand. Money to finance it was shuffled from Oldsmobile, which resulted in Olds having to only facelift its products, which BEGAN its slide down the mountain. Olds stagnated in product and appearances.First time I looked at the GM Parts illustration of a NorthStar V-8, I was impressed AND immediately saw the many things that were expensive, costly to produce, and could have been done less expensively. I saw it as an expensive disaster getting ready to happen. Way too much over-kill for the typical Cadillac owner of the time.Even so, there were a few areas where cost-cutting seemed to exist. The production gasket/seal between the main bearing plate and the block was not substantial enough to prevent seeps. At the time, about $1500.00 to fix.In many ways, the NS engine was designed to make far more power than it did. I ran across an article on a man who was building kits to put the NS in Chevy S-10 pickups. With his home-built 4bbl intake and a 600cfm Holley 4bbl, suddenly . . . 400 horsepower resulted. Seems the low hood line resulted in manifolding compromises which decreased the production power levels.GM was seeking to out-do its foreign competitors with the NS design and execution. In many ways they did, just that FEW people noticed.
  • Redapple2 Do Hybrids and be done with it.
  • Redapple2 Panamera = road porn.
  • Akear What an absurd strategy. They are basically giving up after all these years. When a company drinks the EV hemlock failure is just around the corner.