Filed under: Convertibles, Marketing/Advertising, Supercars, Audi
Audi counting down to new era that starts at kickoff
Audi has updated its U.S. website with a short video that features a counter ticking the time away "until the moment of truth." The seconds flying by lead up to the date and time of Super Bowl XLII this Sunday. Below is a short message that says, "On February 3, 2008, over 140 million TV viewers will witness the start of a new era. Register now for your exclusive sneak preview... and more."
While the video only shows dark glimpses of the R8's wheel and headlight, something tells us Audi has big things planned for its very expensive Godfather-themed Super Bowl commercial. Registering on Audi's website will get you a free sneak preview of the ad on the morning of the Super Bowl, so we have, of course, already signed up and will let you know what we see.
While tipsters are telling us that an R8 Cabrio may debut in the ad, we've found no hard evidence to back this up. Instead, we expect the ad to introduce a new image of Audi to American consumers. Audi lacks the prestige and cachet of brands like BMW and Mercedes-Benz in the United States, and from what Scott Keogh, marketing head for Audi of America, has already revealed, it sounds as if the German brand will position its German competitors as old farts compared to the new hotness that is Audi. Thanks to everyone who sent us this tip!
[Source: Audi]
BONUS! We've included a high-res preview gallery of the 2008 Audi R8 that we've just had in the Autoblog Garage. Our review of the R8 is coming soon, so enjoy this sneak preview in the mean time.
Reader Comments (Page 1 of 2)
Todd 4:14PM (1/30/2008)
"...On February 3, 2008, over 140 million TV viewers will witness the start of a new era.." Will it be a new era of affordable models? $50,000 for the TT is a little steep. And 100k for the RS4?
BTW - I am beyond jealous you got a black R8 to drive around. I ask that you drive in really heavy traffic, like stop and go in downtown ( Detroit? ) at rush hour. Is it still practical then? Comfortable?
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zamafir 4:39PM (1/30/2008)
No, Audi is VW's most profitable brand, they've had record quarters back to back the last half decade, VW has no intention of moving them down market while they produce world class products with huge waiting lists like the R8.
That said, these photos rock! And yes the R8 is fine in traffic, it's just as easy to drive as the overpriced TT you mentioned.
Namir 4:27PM (1/30/2008)
An R8 with a removable hard top would be sexy.
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Eric 4:27PM (1/30/2008)
they're coming out with a decepticon!!
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Namir 4:46PM (1/30/2008)
Audi makes cars, clearly it would be an Autobot. or perhaps and audibot...
John Johnson 4:30PM (1/30/2008)
The moment of truth:
All Audi badges will be replaced with VW badges.
Begin flame below.
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YouFaceTheTick 5:58PM (1/30/2008)
There's a good reason Audi lacks a prestige image...they're not a luxury brand. We brought in our 2006 Audi - under warranty -for service and mentioned that a button was peeling and bubbling. Audi's response: normal wear and tear and only covered for 12k miles/12 months. Uh, wow, with 22k miles one wouldn't expect a button on the passenger side, that's NEVER touched to bubble and peel. And after owning BMWs for years, we'd never heard "normal wear and tear" on a broken trim piece.
Audi = poor customer service and lousy warranty coverage.
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Mr.peabody 6:18PM (1/31/2008)
YOU face the tick is a complete and utter liar and probably a BMW fanboy . My family has owned Audis for well over a decade and then some. We have met countless Audi enthusiast and rarely hear such things. We have patronized well over 4 or 5 different Audi dealerships and even some across the ocean. ( Louisville ky dealer is a top dealer) and we have never been treated like that not even once.? So I say again quit feeding us you lies and move on to BMW for old farts.com!
nagmashot 3:51AM (1/31/2008)
lacks in prestige?
Audi has build super luxury cars befor BMW had build a single vehicle...
Audi does not lack in prestige..but you lack in knowlege..
Audi warrenty in the USA..
* The first scheduled maintenance service at 5,000 miles or 12 months, whichever comes first, free of charge
* 4 years or 50,000 miles, whichever comes first, new vehicle warranty
* 12-year warranty against corrosion perforation
* Audi 24-hour Roadside Assistance for 4 years
BMW warrenty in the USA
* 4years or 50,000miles basic warrenty
* 12 years against corrosion
* 4years roadside Assistance
* 4year full service
BMW offer no better warrenty they only offer a 4 year full maintenace service over a one year service
If a switch broke within 4 years and the US dealer did not fix it the US dealer played bad with you not Audi.. there are balck sheeps in every dealer network including BMW.. my brother in law could write books about his BMW dealer playing tricks with him to get his money and that after owning a 3 series a 5series touring and a new 7seires
JMoss 6:22PM (1/30/2008)
I find this less than meaningful if this is only regarding the R8 Cabrio...Don't get me wrong; I love Audi, but they're planning to intorduce a car that (probably) less than 95% of the populous can purchase; woopidydoo! Let me know when the new A4 comes to town and I'll turn my head.
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Rick 7:29PM (1/30/2008)
That's been on Audi's website for a while now. Also, is there no chance the ad is for the new A4 which has similar LED light styling?
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M 8:15PM (1/30/2008)
I think the ad will focus on Diesel Power!
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Kayne001 8:34PM (1/30/2008)
I'm surprised cause I see alot of Audi's on the road. (where I live and just about the same amount of Mercedes and BMWs)
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YouFaceTheTick 8:52PM (1/30/2008)
Not even close in Socal. BMWs are given away with 10 Lattes at Starbucks. Audi's aren't uncommon in socal but they're not considered much and they're not that popular.
SPF 9:28PM (1/30/2008)
New A4, maybe?
I'd love to test drive the new S4 when it comes out.
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Chase 2:31AM (1/31/2008)
the commercial will drop... then people will start driving M3s and realizing how far ahead BMW is in this game and audi will continue to make pretty good cars and that's about it. They're new designs are great, helping alot, but they simply are not BMWs and never will be in terms of driving and they don't have the classic sexy appeal of a Mercedes Benz.
Introduce me to an all electric car that I can afford that is fun to drive.... then I'll believe the "new era" bullshart
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nagmashot 3:33AM (1/31/2008)
far ahead of?
The Audi B7 RS4 with a stronger engine as the E92 M3 was avabile since 2005.. now the RS4 went out of production the M3 shows up without being any better or faster as a 3 yo Audi... far ahead what? Kia? Hyundai? Tata?
Zeyad 3:30AM (1/31/2008)
guys....i've heard from different sources that this time it's the R8 Cabrio!
but i don't think the R8 will look good when the roof is down...
what do think??
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Speddy 4:59PM (1/31/2008)
I want an S3 or option for 250-300HP Turbo-diesel. Gimmeee!
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J.Crew 11:42PM (1/31/2008)
You will definitely be surprised by "The momment of truth" ad...
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