A Shooting in Mexico (Automotive Advertising)

A brand new tv spot for the Audi R8 debuted today. It is beautifully done, but not quite as exciting to the enthusiast as the Shells spot I posted a few days ago. Regardless, it is much better than the average car advertisement. Being in advertising, I can truly appreciate how much money, time, effort, and man power went in these 60 precious seconds. There are some wow facts that I feel are worth mentioning. My only complaints are in regards to the lack of engine and exhaust noise. The RS4 based V8 has an amazing sound, and I didn't hear enough of it in the ad. It should of played loudly as it pulled away from the light at the end. Just my opinion of course. The actual ad is HD, so the crappy Youtube quality will not do it justice. As soon as I find a link or source for the HD version I will post it here.

- 1050 extras

- 6 days of filming at two different race tracks in Mexico

- 100 person crew

- 10km of film

- one and a half months of editing and post production

Enjoy (http://www.youtube.com/watch?v=XeyfwSC1ZkE)

Compass Points Wrong Direction Twice (Automotive Advertising)

The advertising for the Jeep Compass has pretty much sucked in my opinion. Starting with the annoying Bobble Heads campaign, and then jumping to the Urban Surfer concept. No disrespect to BBDO of course. Any agency will have some wins and some losses. To make things worse though, two recent commercials totally crush the concept with higher production value, style, and execution.

The first is for the Nissan Qashqai, a crossover sports utility not sold here in the United States.(It has been well reviewed in England) Regardless their execution of vehicle skateboarding is beautifully done with realistic car physics, emotional music, and better single minded message tie in. It is a great ad in my opinion.

Second, is an ad for Propel Fitness Water which makes much better use and execution of this Urban Monster/Beast/Creature idea. I assume Gatorade had a bigger budget for their spot, which would explain the ability to destroy a real life taxi, etc. (The music probably wasn't cheap either) Regardless the fact that this creature is composed of real life problems and worries makes much more of an emotional connection and thus better ad. The cartoony cheesy Jeep Compass surfer doesn't have nearly the same effect.

I believe there would be much better ways to attack the urban playground theme. However, if the skateboarding had been done with beauty of the Nissan ad, and the urban creature executed with the style and quality of the the Propel ad it could have been much better. I don't think it would necessarily be better than the other two though.

Jeep Compass (http://www.youtube.com/watch?v=cdJtUx_fN1g)

Nissan Qashqai (http://www.youtube.com/watch?v=cdJtUx_fN1g)

Propel Fitness Water (http://www.youtube.com/watch?v=nm7mVCkIOqg)

Huh day? (Automotive)

Try to guess what new vehicle for 2008 I am talking about.

4.6 liter V8 with well over 300hp

ZF 6 speed automatic transmission

Limited Slip Differential

0-60 in well under 6 seconds

12 to 14% better torsional rigidity than BMW 5 series and Mercedes E class

53:47 Front/Rear Weight Distribution

Just a few of the statistics for Hyundai's new sedan concept, the Genesis. The vehicle should go into production in 2008, looking nearly identical to the concept pictures below.

Every year, Hyundai has become more competitive with it's lineup of vehicles. I can only imagine whose customers they will steal now with an affordable V8 sedan. Detroits already in enough trouble, but I bet that some lower model Mercedes, BMW, and Lexus buyers might get pulled away as well. It's offering 5 series and E class space and power for sub 3 series, IS, or C-class price. Driving dynamics should determine how much damage this new Hyundai can really do.

Subaru WRAckkkk... (Automotive)

The new 2008 Subaru WRX will be unveiled at the NY Auto Show in approx. a week and a half. However, some photos from the May issue of Motortrend have already leaked onto the internet. As a disclaimer, there has been lots of debate over whether this shots are photochoped (photoshoping cars) or not. I will again, put myself on the line (not really), and say that they are not. The photos were shown in context of the Motortrend issue page, where it could clearly be seen as real. As additional proof the new vehicle pictures have been put in direct comparison with spy shots of the vehicle testing. As you can see, they are identical.

Unfortunately a lot of the debating has been caused by what I believe to be anger. I think the new car is pretty ugly, and I love hatchbacks. (GTI, and the Mazda 3 5 door) People don't want to believe these pictures are real. To look at the glass half full I will say the front and side profiles are not horrendous, but the back, it's just bad. People are dissapointed the engine is exactly the same as before, and that the brakes appear to be less powerful. They are frustrated that it appears it will use the same 5 speed transmission that has given problems in the past.

Despite all these issues, I will not make judgement until driving the new Suby. The WRX was never about looks for me, or for many others. It was about affordable performance with some practicality thrown into the mix. If the new model handles better, shifts better, brakes better, and accelerates about as fast or faster, then great. As long as the dynamics are strong, then people will learn to love the looks. (I still love the looks of my sisters 03 Bugeye WRX) I fear that this will not be the case however.

Some interesting points, among the myriad of crap, have been raised on the forums in regards to this unveiling. The new WRX appears to be less performance oriented then in the past, based solely on the smaller brakes, lack of a power boost, and utility inspired hatchback configuration found in the pictures. If this is the case, then the STi will be forced to be a better vehicle. Whether that means more hardcore, or a better all arounder, I'm not sure. The Evo X, while still a beast, looks to be more refined. It is not going to compete with an M3 for refinement, but based on the short takes so far, it appears to have a made a huge jump in the right direction, including that 6 speed DSG-esque gearbox. The STi will need to make a similarly sized move to compete. This could be in one of two directions. It could move towards higher performance, but also better refinement and civility as the new Evo has done, or become even more aggressive and hardcore than ever before. The later move would make it more of a niche player, hurting sales, which would not be a smart decision on Subaru's part. Time should tell shortly, as a road test of the new WRX platform should shed some light on the potential of the STi, just as the reviews for the new Lancer GTS have proven it to be a promising platform for the new Evo.

Long story short: I'm dissapointed in the new WRX, as I think many Subaru fans are. I hope that the new STi will be amazing, and make great things from this platform so that it can not only be a great drivers car, but competitive in the now classic battle of Evo vs. STi.

Full Disclosure: As I have mentioned before I currently own a 2005 Subaru WRX STi. My sister owns a 2003 Subaru WRX.(I hope to write some articles on each soon) However, I do not have a positive bias towards Subaru's future vehicles, nor a negative bias towards any of it's competitors, including the upcoming Evo X. This should be relatively clear from what I have written above, but I think is importantly to know my vehicle history.

Mazda MX-5 RC (Automotive)

I have had a fascination with the new Mazda MX-5 RC (hardtop convertible) as of late. I have never been a fan of convertibles. There are some great ones out there, but given the choice, I will take the coupe every time, mainly for the stiffer chassis and the lower weight. (M3, 911, etc.) There is something about the Miata, I mean MX-5, that is very appealing. Relatively low weight, rear wheel drive, decent power, and fun handling all add up for a great package. However, I never really gave the MX-5 a second look, and was actually, on paper at least, a fan of the Solstice GXP. The availability of this compact modern hardtop had made the vehicle a viable option, for me at least. I have a feeling it will do the same for many other enthusiasts as well. Ironically, because of the simplicity of the original soft top on the MX-5, the hard top is actually heavier, but the small 100 pounds weight penalty is worth the advantages, including quiter and smoother ride, and some more aggressive suspension tuning. The sport model is the prime choice with it's 6 speed manual making more of the engine, and allowing lower revs on highway crusing. My MX-5 RC Sport with the LSD option of course, would have some 16" Volk wheels (the 17"s make the ride a bit too stiff) which would allow some more suspension options down the road, and a upcoming Jackson Racing supercharger. (Unfortunately it is only in the testing phase with no release date or prelimenary numbers as of yet) I am quite happy with my modified 2005 Subaru WRX Sti at the moment, but I will continue my research on the MX-5.

Infiniti G37 (Automotive)

Infiniti has stepped up their game with the new G37 coupe, and rightfully so. The competition is fierce. Obviously, the new BMW 335i coupe is quite a beast. Acceleration numbers powered from the highly underrated 3 liter twin turbo motor have been amazing. (4.8 seconds to 60, although I'm guessing the real world car will be closer to the low 5's) Quality and luxury values are high, and the handling is BMW amazing. The only complaint I have heard about so far is the lack of an LSD (which had to be saved for the new M3) and a problem overheating on the track. I passed this off as a freak incident initially. However, after reading Edmunds recent short take on the G37, where they compared it to a 335i and found it overheated on the track, it seems to be a very real problem. Then again, overheating on the race track is a problem very few people will experience. The few people that do track their car, don't do it with there 335i coupe. The M3's are for that.

The 335i is the best of the competition, so it's used as the benchmark appropriately, although I know quite a few people that will pick a Lexus or Mercedes over the BMW couple despite it being the "best reviewed."

The Infiniti coupe now has a bigger, more powerful motor with a higher redline (7,500rpm). The brakes are bigger as well.(An incredible 14" in front and 13.8" in the rear) The suspension is better tuned, and there is available four wheel steering.(reminiscent of the Nissan 300zx) The interior is supposedly of an even higher quality, which I can't verify quite yet. My overall "expert" prediction of the new G37 coupe is that it will be amazing, especially with the sport package. The G coupe has always been gorgeous with very good performance for it's price point. These basic qualities remain, but everything is improved. If the coupe stays at approx. $38,000 like the previous model, then it will be a source of very cheap horsepower, not to mention luxury. I loved the previous body style so much that I am resistant to the change in styling, but I do believe they were successful in evolving the now classic Infiniti coupe styling.

l look forward to giving the G37 a full road test when it hits dealers August 21st. I will report back then.