1970s: Mercedes Benz 280SE 4.5 v. Lincoln Mark V	1980s: BMW 5-Series v. Pontiac Trans Am
1990s: Lexus ES v. GMC Suburban	2000s: Audi S6 v. Buell Ulysses

This was certainly the direct-from-an-automaker ad with the highest production costs of Super Bowl XLIII, bringing out a popular action star and spending most of the time focusing on other luxury brands. Of course, they crashed a Lincoln into a Mercedes, threw a Bimmer through a billboard, scoffed at a Lexus ES (our favorite part) and then outrun some bikes in a "supercharged A6" before going... somewhere. The story is never fully explained but, honestly, isn't really the point. Enjoy.

[Source: Hulu, Audi]

From what we can see from the video, and previews we've seen, the spot shows Jason Statham running away from someone through the 70s, 80s and 90s until arriving in the Audi in the present. It's basically saying "Yeah, these other German guys were cool once, but we're what's happening now." The longer spot will probably flesh out the story so we'll withhold the full "Super Bowl Ad Watch" judgment until it runs or we get a full spot. In the meantime, the video is below:

AUDI BACKED ‘TRAVOLUTION’ PROJECT GETS THE GREEN LIGHT

New traffic management system enables communication between cars and traffic lights to reduce ‘stop-start’ inefficiency

* Audi lends its support to ‘Travolution’ project aimed at streamlining urban traffic flow through interaction between cars and traffic lights to minimise fuel-sapping ‘stop-start’ traffic
* Travolution software can alert Audi drivers when a light is due to change to green, and calculate the speed that should be maintained in order to pass through in the green phase
* System also reduces duration of stops by improving synchronisation and traffic light phasing across the network

Frustrating, fuel-sapping stops at red traffic lights could soon be the exception rather than the rule thanks to a new initiative being championed by Audi aimed at streamlining urban traffic flow and reducing CO2 emissions.

The experimental ‘Travolution’ system, developed with Audi support by traffic management experts in the brand’s German home town of Ingolstadt, will not only improve synchronisation and phasing of traffic light networks to reduce stopping times, but could also dramatically reduce the number of actual stops needed by creating a communications link between cars and the traffic light network.

Communications modules built into each traffic light are able to send messages to cars in the vicinity, alerting them to the time remaining until their next green phase. The car’s onboard system is then able to calculate the speed which the driver must maintain in order to pass through the light during this green phase, and displays this via the Multi Media Interface display.

A network of 46 of the ‘intelligent’ traffic lights has been installed in the centre of Ingolstadt, the software to which they are all linked optimising their phasing to bring stopping times down to a minimum, reducing fuel consumption and pollution in the process.

Of the 46 light gantries, three have been upgraded to enable communication with the specially modified A5 and A6 Avant models provided by Audi as part of the 1.2-million Euro pilot project. A further 20 cars and 50 light installations are to be incorporated as the project evolves.

As you'd expect from Audi, there are allegedly many other changes to this year's line, but you might be hard pressed to spot them. There's a new range of engines hiding underhood, including a 170 HP 2.0-liter TFSI, a 350 HP 4.2-liter FSI V8, a couple of 2.8-liter mills making 190 HP and 220 HP, and a brand new 290 HP 3.0-liter TFSI supercharged V6. All promise to offer greater fuel efficiency without sacrificing performance. If you like to burn a little oil instead of gasoline, there's also a 2.7 or 3.0-liter TDI V6 to choose from.

The Audi A6: An overachiever with new strengths

* The world's most successful business sedan just got better
* New engines - High efficiency and power
* Suspension refinements and new high-tech features

A winner always builds on his strengths: That's why Audi has again upgraded its luxury class A6 model. Efficient engines have been added to the drive-train lineup, with innovative technologies cutting fuel consumption by about 15 percent across the whole model range. An improved suspension and new high-tech assistance system give the driver even greater control over the car. And the new-generation MMI control system is out-performing itself. The revamped A6 will be launched in the German market in late summer.

It's the sportiest and most popular business sedan on the market. The Audi A6 is leading the Premium C pack - both in Europe and around the world. In 2007, Audi sold about 234,000 units, giving the A6 a 37 percent market share among its core competitors. Most of the A6's sold were equipped with six- or eight-cylinder engines, permanent 4x4 quattro and a luxury assortment of optional equipment - all evidence of the high regard Audi technologies is enjoying worldwide.

Its design is emphasized by a range of bold new accents, perfectly articulating the A6's strong personality. The single-frame grill, bumpers, air vents and fog lights have all gotten a facelift.

The optionally-available xenon plus, LED daytime running lights have been redesigned as horizontal strips with 6 LEDs each. Other options include Audi adaptive light, a dynamic cornering light system, and the high-beam assistant that automatically switches between the high and low beam.

An aluminum-colored molding traversing the sides emphasizes the A6's dynamic contour. At 4.93 meters (16.17 ft) long, 1.86 meters (6.10 ft) wide, and 1.46 meters (4.79 ft) high, little has changed in the sedan's generous proportions. The gentle lip on the trunk, integrated chrome strip on the bumper, broad diffuser and straight exhaust pipes are part and partial of the revamped rear end. The bipartite rear lights with LED technology have also gotten a new look: narrow and wide, they taper inward on the sedan. And there are 13 exterior colors to choose from, including five new ones.

The A6's spacious interior with its clean and elegant contours and perfect craftsmanship is characteristic of this luxury brand. The rear seats are extremely comfortable and the L-shaped headrests improve the driver's rear view visibility. As an option, the back seats can be fitted with a comfortable 2-seater bench. A package of elaborate features makes sure the noise level is cut by almost half, particularly within critical frequency ranges.

The instrument panel uses new higher-resolution graphics; and a new frame better accentuates the display (color in the optional MMI navigation system). Tastefully-appointed chrome trim, even on the spokes of the steering wheel, call attention to its overall elegance and inlays are available in either aluminum look or fine woods.

As is expected of an Audi, the interior designers have made sure all the colors and materials match. Standard seats can be optionally upholstered with a new material; the sport seats are available in Valcona leather. Soft armrests on the doors increase comfort, while the integrated headrest system reduces the danger of whiplash.

Audi is now offering an S-line sports package for the most dynamic of drivers. The package includes enhanced performance features like 18-inch wheels and sports suspension that lowers the ride height by 30 millimeters (1.18 in). Its sporty seats, decorative inlays and upholstery give the black-trimmed interior a feeling of even more exclusivity and the S-line exterior package provides more drama. Features from this Audi exclusive program are tailor-made to fit the A6's luxury-seeking mavericks.

One of the major strengths of the A6 lies in its broad selection of engines: six gas and four diesels use direct fuel injection and cutting-edge FSI, TFSI and TDI technologies in a choice of four, six or eight cylinders. Whether stick shift, convenient tiptronic or high-efficiency multitronic, the energy literally flows to the front wheels, or all four wheels for that matter. Its engines are both powerful and efficient. New measures have been introduced to optimize engines and minimize fuel consumption without sacrificing one ounce of driving pleasure. Fuel consumption over the whole A6 family has been lowered by about 15 percent.

The smallest gas engine is the 2.0 TFSI, a 125 kW (170 hp) turbocharged four-cylinder unit. On the other end of the spectrum is the 4.2 FSI, a 257 kW (350 hp) V8 engine. Audi V6 models can be equipped with one of its two new 2.8 liter FSI engines; the 140 kW (190 hp) or the 162 kW (220 hp). Both engines feature the innovative Audi Valvelift System (AVS), which manages the inlet valve timing so that there is more torque and less fuel consumption. Regardless of which 2.8 FSI engine the A6 sedan is fitted, average fuel consumption is only 8.2 liters per 100 kilometers (28.68 US mpg) for the 190 hp, 6-speed manual shift or 8.4 liters per 100 kilometers (28.00 US mpg) for the 220 hp multitronic CVT.

With its 3-liter displacement and 213 kW (290 hp) power output, the V6 is a particularly exciting newcomer. Audi has designed the perfect package for each one of its engine. That's why the 3.0 TFSI is fitted with a supercharger. From now on "T" doesn't just stand for turbocharged - it stands for supercharged. Supercharger technology does not mean increased consumption - but the short intake paths do mean instantaneous response. And it's got full power build-up even at low engine speeds: from 2500 1/min to 4850 1/min, the torque curve is broad and flat at 420 Nm (309.78 lb-ft).

The 3.0 TFSI comes with tiptronic and quattro drive train. The A6 sedan accelerates from 0 to 100 km/h (62.14 mph) in 5.9 seconds and keeps on going as it presses to its electronically-regulated maximum speed of 250 km/h (155.34 mph). This is the kind of performance that only an eight-cylinder engine would have been able to deliver a few years ago. At 9.5 liters per 100 kilometers (24.76 US mpg) on the EU cycle, the supercharged V6 is amazingly economical. The 3.0 TFSI's combination of dynamic performance and low consumption is one more example of Audi's successful efficiency strategy.

The A6 TDI engines give further evidence of just how closely Audi has been able to align sporty performance and efficiency. Fuel is delivered by the extremely sophisticated and quiet system of common rails with rapid-action piezo injectors and an injection pressure of 1800 bar (26,106.79 psi). The two V6 TDI engines (2.7 TDI with 140 kW (190 hp) and 3.0 TDI with 176 kW (240 hp) have peak torques of 380 Nm (280.27 lb-ft) and 450 Nm (331.90 lb-ft), respectively.

At the lower end of the diesel program is the four-cylinder 2.0 TDI engine, which is available in two versions: the 125 kW (170 hp), expected in fall 2008, and the 100 kW (136 hp). The basic version is an especially efficient e-model known as the 2.0 TDIe, which uses a six-speed manual shift or automatic multitronic transmission to deliver 320 Nm (236.02 lb-ft) of torque to the front wheels. With multitronic it sprints from 0 to 100 km/h (62.14 mph) in 9.9 seconds, and continues on to a top speed of 204 km/h (126.76 mph). Yet its average fuel consumption with a manual shift gearbox is only 5.3 liters per 100 km (44.38 US mpg), equivalent to CO2 emissions of app. 139 grams per kilometer (224 grams per mile).

The key to achieving such exemplary values is the strategic deployment of innovative technologies. The power steering pump operates on demand; the alternator regenerates electrical energy when coasting thereby reducing load off the engine. By lowering the ride height by 20 millimeters (0.79 in) and other aerodynamic fine-tuning, the drag coefficient has been reduced to cD = 0.28.

The transmission can be used longer in the upper two gears. Any manual-shift A6 with Driver Information System, even the 2.0 TDIe, can opt to have the shift indicator displayed in the instrument panel. The icon lets the driver know which gear is most economical under actual circumstances.

Audi quattro four-wheel drive is available on all engines with 140 kW (190 hp) or above and is standard equipment on high-end aggregates. The manual shift, 140 kW (190 hp) 2.8 FSI notwithstanding, this is the very latest generation quattro with the newly emphasized rear-end design. It gives the A6 tremendous driving characteristics, remarkable grip and superior safety. Under normal conditions, the torque split is 40 percent to the front wheels and 60 percent to the rear. The mechanically-operated Torsen differential immediately diverts most of the power to the axle, providing better traction whenever the need arises - in extreme cases, up to 65 percent to the front or 85 percent to the rear.

In fine-tuning the A6, two key objectives were identified - increasing its comfort while retaining its sporty character. With new large-diameter, front-axle shock absorbers operating within an optimized valve system, Audi engineers were able to achieve both goals. Every other aspect of the suspension set-up has been improved, including the automotive spring response.

The A6 can be equipped with factory-fitted adaptive air suspension so that the driver can vary his response and the characteristics of the adaptive shock absorbers into three styles. High-powered engines come equipped with larger 17-inch wheel brakes. Audi can also be fitted with a tire pressure monitoring system, which is entirely wear-free and maintenance-free. The customer can opt for run-flat tires, which limit the car to 50 kilometers (31 miles) should there be a drop in air pressure.

Audi has integrated several new high-tech assistance systems. The new Audi side assist kicks in to help drivers when changing lanes at speeds over 30 km/h (18.64 mph), ensuring a stress-free and superior drive. Using radar sensors, Audi Side Assist is able to detect other cars up to 50 meters (164.04 ft) away: a signal on the outside mirror lights up should changing lanes pose a threat. Audi lane assist helps keep drivers in their own lane, radar-assisted adaptive cruise control keeps a steady distance to the vehicle ahead, and Audi parking system advanced has a rearview camera.

Since its debut in 2002, the Audi Multi Media Interface system (MMI) has been setting the standard for perfectly controlling any number of functions. The A6 comes equipped with the latest MMI generation, including the top-of-the-line MMI Navigation plus. Its basic construction has not changed. The central control knob can still be found on the middle console between the front seats and the operation is still carried out using large buttons. The new joystick capping the control knob means the MMI Navigation plus can be operated even more intuitively.

MMI Navigation plus is an ultimate solution, pioneering in an entirely new system generation with high-tech portfolio and ground-breaking standards. Special features include a CD/DVD/Navigation combination drive with a 40 GB hard drive capacity which can be used to store MP3s and up to 5000 addresses.

With its 7-inch, high-resolution screen, the monitor on this ultimate navigation system is truly innovative. The image is rich in contrast and incredibly sharp even under difficult lighting conditions. It also has an optional TV tuner that receives digital programs (DVB-T) in perfect quality.

The new navigation system has another innovation. A new bird's eye picture mode shows landscapes in topographical relief - in full detail, complete with three-dimensional images of landmark buildings. The monitor has a new operating principle: when adjusting specific functions like air conditioning or seat heating, a pop-up window appears at the right rather than taking over the whole screen.

Most of the new features found in the A6 sedan and Avant are also present in two other models: the versatile A6 allroad quattro and the dynamic S6. The A6 allroad quattro can be powered either by the new 213 kW (290 hp) 3.0 TFSI engine or one of the two powerful V6 TDI diesels. The V10 on the S6 has 320 kW (435 hp). Changes made to the sports model are limited to interior and exterior optical details.

The upgraded Audi A6 will be available in German dealer showrooms as of mid-October 2008. Starting at 34,200 Euros for the A6 2.0 TFSI sedan.

2009 Audi A6 Spotted
Prototypes for Audi's facelifted A6 are now running the streets almost completely free of camouflage. Only a few small areas of black tape to the A6's lighting and a fake chrome strip keep us from seeing the car in its completely finished form. The revised A6 gets a tweaked front fascia with low, flared intakes similar to the Audi's A5 coupe. The small round fog lamps are bogus, as the actual lamps will go all rectangular. A close look at the tail-lights reveals an additional blacked-out portion continues onto the trunk, mimicking the lighting designs applied to Audi's A4 and A5. The thin chrome strip that runs the width of this prototype's tail-end appears to be a fake piece, as it overlaps the tail-lights in an illogical fashion.

The end result for the A6 facelift is a typical mid-cycle facelift, but the changes applied will bring the A6 a bit more in line, visually, with two of Audi's sportier, more nimble offerings.

Suitability Parameters:
Speed Merchants: No
Fashion Victims: No
Treehuggers: No
Mack Daddies: Yes
Tuner Crowd: No
Hairdressers: No
Penny Pinchers: No
Euro Snobs: Yes
Working Stiffs: No
Technogeeks: Yes
Poseurs: No
Soccer Moms: No
Nascar Dads: Hell no
Golfing Grandparents: No

Also Consider:
• BMW 5 series
• Lexus GS
• Jaguar XF
• Mercedes E class

Specs:
2007 Audi A6 3.2L Quattro AT6 - $45,100

Options:
•Phantom Black Pearl Effect Paint - $750
•Technology Package - $4000
-Voice recognition
-Advance key/advanced parking system
-Audi DVD-based navigation
-Sirius radio
•Convenience Package - $2750
-Bi-xenon adaptive headlights
-Bose premium sound system
-Auto dim int. mirror with compass
-Auto dim and electric folding ext. mirrors
-Memory for drivers side seat, mirror adjustment and steering wheel
-Homelink remote transmitter
-Storage package
-Power tilt and telescoping wheel
•Adaptive Cruise control - $2000
•Sense of disbelief Audi gave me this car for a week - No cost
•Premium Package - $1450
-Glass sunroof w/ power, tilt, slide
-Heated front seats
•Premium leather upholstery - $1000
•18" alloy wheels w/ all season tires - $900
•Cold weather package - $550
-Heated rear seats
-Ski sack and headlight washers
•Power rear and manual side sunshades - $400
•Audi music interface - $290
•Heated steering wheel - $200
•Destination - $775

Total price as tested - $60,165

Vitals:
• Manufacturer: Audi
• Model tested: A6 3.2L Quattro AT6
• Model year: 2007
• Base Price: $45,100
• Price as Tested: $60,165
• Engine type: 3.2 Liter FSI V6
• Horsepower: 255 @ 6,500 RPM
• Torque: 243 @ 3,250 RPM
• Transmission: 6-speed automated manual
• Curb Weight: 4,034 lbs
• LxWxH: 193.5" x 79.2" x 57.4"
• Wheelbase: 111.9"
• Tires: 245/40 R18
• Drive type: AWD
• 0 - 60 mph: 6.9 seconds
• 1/4-mile: N/A
• Top speed: 130 MPH (electronically limited)
• EPA Fuel economy city/highway: 17/25 MPG
• NHTSA crash test rating: N/A

Previously:

• 2007 Audi A6 3.2L, Part One
• 2007 Audi A6 3.2L, Part Two

Acceleration: ***
In Part One, I said the power from the 3.2L V6 felt faster than its 255HP rating. While that still holds true, the motor is not sweet-ba-jesus fast. It's quick enough off the line to make you smile, but once I got up to cruising speeds, there were times I wanted more power. Trying to pass going up a hill really highlighted this issue. I found myself thinking, "This is a pretty quick car, but how much fun must the 4.2L V8 model be?" Ahhh yes, the grass is always greener. Nevermind the S6, which is just incomprehensible.

Braking: ****
Bringing the A6 to a halt is quick and easy. Under hard braking, the car tracked forward, straight and true, with no lurching to the left or right. During extended periods of...oh, let's say "sporting" driving on my behalf, the brakes were consistent through the whole drive, with no signs of fade.

Ride: ****
Ride doesn't get much better than what you experience in the A6. "Smooth" is the only word you need to know. Though to really throw this car into the corners, you'd probably want a stiffer suspension setup or Audi's optional magnetic suspension. Then again, if you're driving the A6 like a track car, you've bought the wrong car altogether.

Handling: ****
I spent all week trying to get this car to misbehave and I failed. To the engineering teams that tuned the chassis, suspension and the Quattro all-wheel-drive system, I say, "Well done." I also ask, "How the hell did you do that?!" If I turned into the corner too hard, it didn't matter. If I accelerated out of the corner too early, it didn't matter. The front end never plowed, the rear end never broke loose, and the body roll was minimal. This chassis was telling me to attack the corners in anyway I saw fit. It would hold the line.

Gearbox: ***
Audi's triptonic transmission shifts effortlessly, quietly and without drama. It's also not much fun. While the mostly-automatic transmission will let you pick your own gear by moving the shifter over to the +/- gate, the A6's electronic nannies still watch over you to make sure you don't over-rev the motor. If you enjoy playing in the red zone of your tachometer, this car may disappoint you.

Audio: ****
As part of the technology and convenience packages, my A6 included a Bose sound system, coupled with Sirius radio. If I were Barry White, I would describe the sound quality as silky smooth (that word again). A Bang and Olufsen system would probably be the only factory stereo that could top the Bose. However, when the motor makes such a wonderful noise, why would you ever want to listen to music?

Toys: ****
The navigation system is about what you'd expect in a $60,000 luxury car. Unfortunately, entering your destination must be done with the Advanced Multi Media Interface control dial. That means you have to enter your location letter by letter. That process can be a bit cumbersome and time consuming. A touch screen that allowed you to punch in the address would have been a better, quicker option. You can try to speak your location to the car using the voice recognition system, but the computer might not hear you right the first time. Or the third time.

Speaking of Audi's Advanced Multi Media Interface, aside from entering nav destinations, it's really not bad. While this kind of system has gotten a bad name courtesy of BMW's iDrive system, Audi's MMI is really fairly logical. By my second hour in the car, I had the system figured out and the user's guide never left the glove box.

The other cool toy in the A6 is the key. As long as the key is in your pocket, the car will lock when you walk away and unlock when reach for the handle. The proximity switch inside the key also allows you start the car without putting the key in the ignition. Just push the "engine start" button on the center console and the motor comes to life. I'm not completely sure why, but, there is something very cool about an engine start button. Maybe it's that, for a moment, that button makes you feel like Dan Wheldon, the Indy car driver, and not Earl, the tax consultant from Racine.

Value: ***
The A6 I drove was fairly loaded, with a window sticker of $60,165. Is it worth that much? My guess would be no. 60 grand buys you an awfully nice BMW 5 series. A 5'er with a 300hp, turbocharged inline six, no less. That's 45 more horsepower than the A6. Don't get me wrong, the Audi is a great drive. But that window sticker ought to be $3000-5000 farther south.

Overall: ***1/2
Before getting behind the wheel of this A6, I wasn't much of an Audi fan. For the past year or two, one of my friends from college has always been telling me how fantastic Audis drive. I usually scoffed at his praise, for no reason in particular. I suppose it was because Audi's older products had fairly humdrum designs. Nevermind that I'd never actually, you know, driven one.

Well when I'm wrong, I'm wrong

The A6 is quite a nice drive for a larger, luxury sedan. I came away hugely impressed with the interior and handling. On the other hand, the six-cylinder model wasn't quite fast enough, and the overall exterior styling is in need of more Botox than has already been pumped into the face of Burt Reynolds.

In short: good, not great.

Also:

• 2007 Audi A6 3.2L, Part One
• 2007 Audi A6 3.2L, Part Three

The A6 I drove had the 255HP, 3.2-liter V6. Sure, it's the low-end engine, but don't be fooled. It certainly feels like more. Hitting red lights became one of my favorite things to do. It meant I got to blow everyone off the line, repeatedly. It also meant I got to hear the sweet reverberations of the engine as slipped through the gearshifts, repeatedly. Mmm-mmm good.

The power generated by this little V6 can be a little deceiving. You'll be cruising along at what must surely be 50 mph only to look down and see you're going 75 mph. Everyone who rode in the car during the week told me it didn't seem like we were going as fast as we actually were. A lot of that can probably be attributed to how smoothly the motor churns out that 255HP. It almost makes you wonder if your Mobile 1 has been secretly replaced with cream cheese. What's more impressive is that it's smooth through the entire range, not just modest cruising speeds. If 75 mph seems like 50 mph, triple digits feel like...uh, nevermind.

One person in particular was awfully impressed with how suave the power train was. I don't want to get anyone in trouble, but let's just say this passenger was a higher-up at a certain local agency whose mission is to protect and serve. I figured I wouldn't push the car very hard. Then this guy turned to me and said something along the lines of "Well come on man, do it." Oh. Allll-righty then. That was all I needed to put the windows up and drop the hammer down. Within a few seconds, the scenery was flashing by at an alarming rate and the car didn't even seem to be breaking a sweat. In the back of my head, I was secretly hoping we'd get pulled over just to see what would happen when my passenger got out. Assuming anyone could've caught up to us.

Of course, power is useless unless you can direct it. And God, can you ever. One night a neighbor of mine asked if he could take a ride in the Wünderkar. We zipped down a few roads that both of us drive on a fairly regular basis. The speed at which I was able to corner caused his voice to go up an octave or three. That is until he realized the car was handling it with great ease. At the end of the night he told me, "Oh man, I'll never forget that. I've never driven that road like that before. That was like riding in a slot car!"

Forbes Top 10 Luxury Cars Driven by Women
10) Lexus IS350
9) Cadillac SRX
8) Range Rover Sport
7) Audi A6
6) Volvo S40
5) Lincoln MKZ
4) Volvo V70/C70 - data was collected together for these two. Yeah, wagon and hardtop vert, same segment.
3) Volvo S80
2) Audi A3
1) BMW Z4