#Audi

You might not have heard about it, but Audi ran a rather controversial advertisement during the Super Bowl a couple of weeks ago. If the Lords Of The Four Rings wanted to get people talking, they certainly succeeded, although not all the reaction was positive. Right-wing websites screeched that the ad was a “SJW hugbox” or a “feminist fantasy.” At the same time, the decidedly lefty Twitter hive mind was attempting to crucify Audi for offering a weasel-word response to queries about its own compensation policies for women. One rather suspects that the company did not forecast this kind of bipartisan draw-and-quarter when they were laying out their goals for their $10M Super Bowl spend.

My brief analysis of the ad spot was remarkably popular and it was linked out from all over the Internet. It was also very far from the only think piece generated by Audi’s gorgeous but problematic mini-film. The day after the Super Bowl, you could go anywhere from “Arf-com” to the “Last Psychiatrist” sub-Reddit to find a vigorous discussion on the merits of the ad. You’d be hard-pressed at this point to find someone who didn’t have at least a casual opinion on the subject.

With that said, I can give you a few names of some people who clearly didn’t see Audi’s paean to empowered, independent young women who are worth just as much as their male counterparts in the only scale that has ever mattered — cold, hard cash, naturally. These people, rather surprisingly, appear to work for Audi Atlanta’s promotional team.

Does anyone else miss those innocent days before YouTube? Back when we had to wait for the actual Super Bowl to watch our beloved Super Bowl commercials?

Nowadays, there’s pretty much no reason whatsoever to watch the game.

Let’s take a look at the commercials, in alphabetical order by automaker.

Following in the footsteps of last week’s Karmann Ghia article, it seemed natural to take a look at two other lesser-known German alternatives to Volkswagen’s Type 1 Beetle and the ‘Beetle-in-a-suit’ Karmann Ghia.

Like the Karmann Ghia, both were attempts to capitalize on a new and expanding market for automobiles in Germany during the postwar economic boom times. That meant that the models had to incorporate existing technology, yet also appeal to a crowd increasingly interested in performance and style. However, both had to be at least somewhat economical and practical as family cars.

The result was a series of interesting and mostly forgotten air-cooled, rear-engine, rear-drive sedans, coupes and convertibles from both BMW and NSU.

The Internet is in the proverbial tizzy about Audi’s “feminist” Super Bowl advertisement, in which the automaker comes out in favor of equal pay for women.

At first blush, the spot seems to be nothing but the usual corporate slacktivism, a feel-good fluff-vertorial making a “brave stand” in support of an issue that was decided long ago. I’m reminded of Joaquin Phoenix’s brilliant portrayal of Commodus in Gladiator, arriving in full armor as soon as he can do so without any risk. “Father, have I missed the battle?” Well, Audi, you’ve missed the war; if there’s a place in the United States where women are actually paid significantly less for doing the same job as men, it’s not evident from what I’m reading.

After watching the one-minute advertisement carefully, however, I understood feminism, or equal pay, is the last thing Audi wants you to take away from it. The message is far subtler, and more powerful, than the dull recitation of the pseudo-progressive catechism droning on in the background. This spot is visual — and as you’ll see below, you can’t understand it until you watch it and see what it’s really telling you.

Let me tell you up front: chances are you won’t like what Audi has to say.

Owners of certain Volkswagen, Audi and Porsche vehicles caught up in the diesel emissions scandal will receive hefty payouts, even if their vehicles aren’t bought back by the manufacturer.

Volkswagen and supplier Robert Bosch GmbH have agreed to a settlement worth a combined $1.55 billion, Reuters reports. The agreement covers about 80,000 vehicles outfitted with emissions-cheating 3.0-liter diesel V6 engines — 20,000 of which will return to the automaker for good.

While parting with a beloved luxury vehicle can be difficult, cold hard cash has a way of softening the emotional blow.

Along with the rest of Volkswagen AG, Audi has made plans to invest heavily into electric vehicles. The company expects EVs to comprise 25 percent of its U.S. sales by 2025 and is devoting the e-tron moniker to an entire division of electrified models, with the first arriving next year.

Addressing the J.D. Power Summit at this year’s National Automobile Dealers Association Convention and Expo, Audi of America President Scott Keogh told salesmen to welcome the electric mobility market with open arms or learn to cope with an ambivalent future. However, jumping head-first into a relatively small market with a huge potential for growth isn’t without pitfalls, and it isn’t unwise for dealers to remain cautious. Still, with Audi planning to introduce three new BEVs within the United States by 2020 and Volkswagen Group hoping to have 30 battery-electric models out by the 2025, you can see why Keogh is pressing the issue.

“Four-door coupe.” The exasperating designation won’t go away, despite the best efforts from automakers to endow all sedans and five-doors with coupe-like rooflines. Did we forget to mention crossovers and SUVs? Yes, those can be four-door coupes, too.

In traditional use, a four-door coupe designates a sedan with a different roofline and an extra dose of luxury, though the dose is often mental, not physical. Not one to let an opportunity to pick up a few extra sales pass by, Audi is gearing up to bring the four-door coupe lifestyle to customers at the bottom of its product ladder.

Think of it as climbing an extra rung, but without paying for it.

As if to further the global agenda to kill off all sedans in favor of yet more SUVs, two of Audi’s three reveals at this year’s NAIAS were crossovers (the third was the new S5 Cabrio).

By 2015, the mid-size Q5 represented a quarter of Audi’s annual sales. It only stands to reason the Ingolstadt company has high hopes in its pursuit of another record year ahead. While not a volume leader, the pricier, high performance SQ5 nevertheless helps line the coffers at Audi.

Though it may seem hard to believe, we’re only a month away from celebrating the 50th anniversary of the start of the Wedge Era in automotive designs.

To those of us who still think of the Countach as a sharp enough design to be considered cutting edge, this is a sad reality. Yet the prototype of what would become the 1980s poster child was first shown in a hard-to-conceptualize 1971.

The influence of the angle extended far beyond the Countach in the 1980s. It also started before the scissored doors opened on the stand in Geneva in 1971 and was seen in many more marques than just those wearing the Raging Bull. Even more impressive than its age is the reach of these designs, some of which are still being refined today. So, let’s take a look at some of the interesting and influential doorstop shapes and where they later found a home.

While the general populace will likely remain confused, automotive enthusiasts will now be able to differentiate between Audi’s all-wheel-drive system and its performance sports car subsidiary.

The company has officially taken its Quattro GmbH division and renamed it Audi Sport GmbH. Quattro (which means four) will now only refer to the all-wheel drive system and Sport (which means sport) will denote the high-performance RS cars, Audi-exclusive customization, and customer motorsport.

It’s a one-way flight, obviously.

Audi has announced that its Lunar Quattro has a ticket to ride on a moon-bound spaceflight booked for late next year. Refined, finessed, and now 18 pounds lighter, the automaker’s plucky moon rover is bound for a rendezvous with another extraplanetary car.

That one, however, is a 1970s model.

Audi was in the market for a new technical development chief after losing the last two to Volkswagen’s emissions-cheating scandal. This time around it wisely decided to shop outside of the company store, poaching top Volvo R&D chief Peter Mertens.

The automaker has high hopes for its growing crop of Swedish-sourced talent.

Though today’s hybrids have popularized it, the idea of installing more than one engine in a car to supplement power isn’t particularly new or innovative. In fact, it’s almost as old as the automobile itself.

There are plenty of historical examples of multi-engine cars; probably the most notable are absolute land speed record attempts. Just last week, for example, was the 51st anniversary of the American-made Goldenrod’s 409 mph record, set using no less than four 426 Hemi V8s borrowed from Chrysler.

But even further back, Alfa-Romeo had tried to break the stranglehold of the Silver Arrows in Grand Prix racing by utilizing two straight-eights in a P3 Grand Prix chassis. The solution was innovative, if not particularly successful.

But the exploits of sticking multiple motors in a vehicle to boost power and traction were not limited to exotic racers and record setters. In the 1980s, the concept was reintroduced in a few interesting packages. As it became increasingly clear that Audi’s all-wheel drive would revolutionize the world of rally, Volkswagen Motorsport director Klaus-Peter Rosorius felt Volkswagen shouldn’t play second fiddle to the Quattro.

Instead, they’d play with a second engine.

Volkswagen’s disastrous diesel debacle could nearly be over in the U.S.

Bloomberg has reported that sources close to the issue claim VW and U.S. regulators have agreed on a plan for the roughly 80,000 Volkswagen, Audi and Porsche vehicles equipped with emissions-cheating 3.0-liter engines. Those sources have also revealed how many vehicles will be bought back and scrapped, and how many will live to see another day.

As U.S. and European authorities gear-up for another round of investigations, Volkswagen confirmed Audi did produce cars equipped with software that can distort emission test results. Although VW was careful not to be too committal in its wording, hinting at it being a handy driver’s assist instead of a defeat device.

This must be a great time to be a corporate lawyer.