Audi's "Truth in Engineering" extends to its user-friendly gizmos

Audi's "Truth in Engineering" extends to its user-friendly gizmos

by Benjamin Hudson

Audi the luxury brand of Europe's largest automaker Volkswagen and manufacturer of VW tie rods has reiterated in its new commercials that it wants to be known as the carmaker that offers top-of-the-line car technology. And as part of the developing the brand identity, Audi would like to extend that concept to every littlest details in each of its vehicles.

The "Truth in Engineering" tagline is also applied in the various Audi gizmos which unlike those of its competitors are not made as complicated. This is because Audi wants for its luxury car buyers to know that its technology is made to make driving easy, fun, and pleasurable.

In order to further enhance the brands popularity and to strengthen its identity, the first ad campaign released by Venables, Bell & Partners from San Francisco is designed to hit rivals, although Scott Keogh, Audi's Chief Marketing Officer has stressed that the said effort is not intended for a specific competitor. He said, "We have a point of view about technology -- that it complements the driving as opposed to having some electronica doing the driving for you. The new campaign is much more about Audi's philosophy about how technology should be used in a car."

The complex BMW system

Despite the many praises that BMW has received it still was broadly criticized due mainly for its iDrive system that was first introduced in 2001 as part of BMW's top-of-the-line 7 series, which is an eight-way controller knob capable of 700 different functions. The feature was simplified three years ago. The current S-class from DaimlerChrysler's Mercedes-Benz is equipped with an adaptive cruise control system that automatically keeps a specific distance from the vehicle ahead of it. Mr. Keogh is pretty much aware of this since he was a former Mercedes marketing manager.

Mr. Keogh also said Audi's new marketing team for the campaign, the Venables, Bell & Partners have conducted research with owners of competitors' models, including with some of the auto bloggers, as well as Audi owners before they have developed the new brand ad approach with the new tagline "Truth in Technology". Venables, Bell & Partners was awarded the $70 million account last year.

The 15-second spots would be telecast tonight on national TV and launch online. The said 15 second spots commercials would feature the TT roadster and hard-top coupe. The 15-second spots are teasers and are part of a broader, umbrella brand campaign that will go on in about a month for the Q7 SUV.

Improving, expanding, developing online promotion...

Since most of the Audi buyers visit the audiusa.com before they purchase, the automaker would be spending more for its online ad this year. Mr. Keogh has said that although he doesn't want to reveal any details of the said plan but one thing is for sure that Audi will be shooting for a viral pass-around of the online portion of the campaign which was handled by Factory design Labs, Denver. The agency has created a small site for the TT launch, the TT-truth.com, and the overall ad messages are directed to drive traffic to the site.

Audi S5 Reviewed in Fast-Autos

Audi S5 Reviewed in Fast-Autos

by John Hartley

A completely new model, the Audi S5 is the top of the 5 Series, a brand new range which is filled out with the A5 models. All look very similar, and provide good performance in a neat package. Stiff competition for the BMW 3 series coupe, but can it compete with the BMW 650i, Jaguar XK or Mercedes-Benz CLK 63 AMG? Possibly.

In any event, the Audi S5 is a sleek looking coupe, with a front end reminiscent of the R8, and a semi-fastback roof line, and just discernible swept lines up and over the front and rear wheels. It is a smart looking car, and one that will blend in well at the country club. Like almost all Audi designs, the S5 and A5 are smart, balanced designs with some neat features, but there is nothing shocking, nothing very exciting about the shape.

V-8 power, 354 bhp

But what about performance? Well, Audi has picked its V-8 to give enough power to see off many competitors, although this is not the most powerful version of this superb engine. For the S5 it is rated at 354 bhp at 7,000 rpm, with 325 lb ft (440 Nm) torque at 3,500 rpm, against the 420 bhp of the RS4.

So it is not as fast as it might be, but still packs plenty of oomph, taking the S5 to 60 mph in 4.9 seconds, which is true supercar territory, while top speed is limited to 155 mph. This really puts it up with some heavy metal, although it is nowhere as quick as the Mercedes-Benz CLK 63 AMG, which has 480 bhp on tap from a massive 6.2 liter engine.

On the other hand, the straightline performance of the Audi A5 is slightly better than that of the BMW 650i and Jaguar XK, and up there with the likes of the Aston Martin V8 Vantage and Porsche 911 Carrera.

The V-8 is coupled to a six-speed manual box in the S5. More important, Audi has adopted a front:rear torque split of 40:60% for the center differential. This means that in the normal state the car will not understeer strongly like the front-biased split of some Audi quattros. This means the car will handle nearer neutral, which is good.

Also new is the double-wishbone front suspension and trapezoidal multi-link rear suspension which will ensure good tracking and handling.

Jaw-Breaking Cars At The 2007 Geneva Motor Show

Jaw-Breaking Cars At The 2007 Geneva Motor Show

by Ryan Thomas

Geneva is not the capital of Switzerland however it did not divest the territory of the European and its cosmopolitan feel. But when Geneva Motor Show arrives, the territory radiates nothing short of breathtaking and the cars jaw-breaking. The said show showcases latest production vehicles, concept cars, supercars and sports cars.

An auto aficionado may not probably get enough of the offers of the Geneva Motor Show nonetheless there are few autos that could make him astonished for awhile. The anticipated show stars in the said show include the Saab Aero X concept, the Rinspeed zaZen, and the Porsche 911 GT3.

The Saab Aero X concept is one of the biggest surprises in the auto show. Inspired by the aviation heritage of the automaker, the concept car features an enormous canopy encircling the front windscreen, roof and doors that tilts and rotates forward. The style is resorted to by Saab to allow access to the cabin. To some, the concept car from Saab is deemed an extraordinary supercar.

Under the bonnet of the supercar is a twin-turbo V6 engine that runs on 100 percent bioethanol fuel and produces 400bhp. The fuel is sustainable energy source that diminishes CO2 emissions. If the supercar is produced, it will be engineered to showcase four-wheel drive and hit 62mph from rest in 4.9 seconds. Nevertheless, an enthusiast could not think anymore about the car figures, its stunning look could capture just anybody's attention at once or without them even knowing about it.

Another arresting car is the Rinspeed zaZen. The extraordinary concept car from Rinspeed needs no further description. With its single piece transparent teardrop Porsche 911-based roof design, no one would doubt its potentials for a head-turner car.

The innovative roof of the zaZen was developed by Bayer Material Science using high tech plastics. The roof of the concept car could have stolen the headlines these past few days but seeing it up close is more than stunning. Rinspeed calls the roof of the vehicle a 'crystal skin' for this is where millions of tiny Swarovski crystals are embedded in the surface. The Swarovski crystals are also featured on the front and rear lights, as well as the side indicators. The use of crystals is one of zaZen's factors that made it dazzling. Inside the concept car are transparent sports seats and a delicious mango orange finish.

Many jaws will definitely be slackened by the Porsche 911 GT3. The car is equipped with neater nose and more stunning. The Porsche 911 GT3 is a high performance version of the 911. The car is based on the automaker's GT3 race car.

Other cars that may turn show stars include the Audi A5, BMW M3, Dodge Demon concept, Fiat 500, Ford Mondeo, Honda Small Hybrid Sports Concept, Kia ex_cee'd concept, Maserati GranTurismo, Mazda Hakaze concept, MINI Clubman, Toyota Hybrid X and the Vauxhall Corsa VXR.

At the said motor show, Nissan will be unveiling equally-gorgeous updated version of the 350Z. The thrilling sports car from the automaker features the next generation 3.5 V6 engine. About 80 percent of major engine parts are new. To improve responsiveness and acceleration, Nissan brake caliper is integrated to the car's system.

With cars like these, no passionate aficionado would dare miss this year's Geneva Motor Show.