The boys in blue are coming, or in this case, the boys in green as Audi launch the new Audi A3 with a creative campaign – centring on a fictional authority called the Green Police – aired during last night’s Super Bowl.

In marketing terms the campaign is a big deal when you consider the Super Bowl provides advertisers with the prime chance to reach an enormous audience in one hit (last year’s event was seen by 151 million people). On top of that, according to advertising trade press, a 30 second spot this year cost between $2.5m and $3m. Meaning a considerable slice of a brand’s marketing budget – even a brand of Audi’s stature– goes into their Super Bowl spot(s).

Over the years, the Super Bowl has become an occasion for mega brands to unveil their latest product or announce a new direction, and for advertising agencies to show off their creative muscle. It seems Audi’s green police campaign went down a treat with American audiences as USA Today’s Ad Meter – a focus group led survey – shows that the campaign gained an average score of 7.35 (out of 10) making it the joint 4th favourite ad shown during this colossal event.

10 most popular
Advertiser	Description	Sec.	Qtr.	Score
Mars Snickers	Octogenarian actors Betty White and Abe Vigoda play in a casual football game.	30	1st	8.68
Doritos	Dog with bark collar rules.	30	1st	8.27
Bud Light	Man builds a house out of beer cans.	30	1st	7.91
Anheuser-Busch	Clydesdale’s friend.	60	4th	7.82
Coca-Cola	Sleepwalker going through rough terrain gets cold Coke.	60	3rd	7.36
Audi A3 TDI	Audi diesel pleases green police.	60	4th	7.35
E-Trade	Talking baby tries to explain to jealous girlfriend why he didn’t call.	30	3rd	7.34
Budweiser	Teamwork helps beer truck.	60	2nd	7.29
Bridgestone	Guys have an unexpected passenger: a killer whale.	30	1st	7.24
Monster Worldwide	A woodland beaver has exceptional musical talent with a fiddle.	30	1st	7.19

But just who are the Green Police? The Green Police are caricatures of today’s Green Movement; dedicatedly striving to help turn everyday consumers into environmentally responsible citizens and by any means necessary! Employing the skills of an anteater to sniff out contraband and sifting through domestic waste for misplaced recyclables.

The Green Police certainly don’t take any prisoners, but their reasons are noble; inspiring naive (or just downright lazy) consumers towards finding green enlightenment – or through fear of getting cuffed at their local supermarket!

Either way, the ad is doing a great job cementing Audi’s “Green” credentials in the States and winning over new fans by not taking themselves too seriously. Interestingly, Audi have chosen the Audi  A3 TDI to front the campaign, which was recently awarded the 2010 Green Car of the Year Award at the LA Auto Show by Green Car Journal. Suggesting that the A3 TDI’s outstanding fuel efficiency is the standard to which Audi is now setting its sight with all their exclusive models.

What do you think? Does the idea of the next Q7 model having a CO2 output of 99g/km seem feasible, or the stuff of fantasy?

And off course we saved the best for last, here it is this year’s Audi Super Bowl Ad starring the new highly efficient Audi A3 1.6 TDI.

Audi leads the way when the subject is driving efficiency thanks to its highly efficient engines and the compromise of increasing efficiency without sacrificing performance. Models like the new Audi A3 1.6 TDI with a – lowest in its sector – CO2 emission of only 99g/km, combined fuel efficiency of 74.3mpg with an outstanding 105PS power output and 250Nm torque peak are hard evidence of Audi’s commitment to driving efficiency.

Highly efficient driving is not only down to highly efficient vehicles the driver is a significant efficiency factor too. Simple measures contribute to energy-saving driving. Each one can contribute in economising and conserving the environment responsibly through with greater awareness.

Efficient driving not only helps the environment, but also relieves the wallet. With additional information and assistance systems, we want to help you in improving your driving style with regards to fuel consumption.

With that mind, we’ve compiled a list of tips for efficient driving that will not only help your wallet but hopefully have a positive impact in the environment in years to come.

Use Engine Power Efficiently

• Avoid leaving the engine running idle
• Start the engine without throttle control
• Ensure an economical engine speed, this is mostly between 1,500 and 3,599 revs/min for petrol engines
• Keep your distance to avoid unnecessary braking and accelerating
• Keep as constant speed as possible

Switch gears intelligently

• Change up a gear early as possible
• Change down a gear then if the required acceleration is not achieved itself at full throttle in the gear already in place
• Only change back a gear to overtake when the overtaking action has actually been initiated

Monitor tyre pressure

• Reduce the rolling resistance by checking the tyre inflation pressure
• Adjust the tyre pressure to possible loading according to the manufacturer’s recommendations

Load less weight

• Forgo unnecessary carrying weight: only take along snow chains, jerry cans, sports equipments if need be

Generate less aerodynamic drag

• Improve aerodynamics: forgo unnecessary attached parts such as roof racks when not in use
• Close the sunroof and the window at high speeds

Use assistance systems

• An onboard computer is helpful to stay informed on the economic efficiency of your vehicle
• Use your navigation system route optimisation and for a dynamic route guidance system with innovative information and assistance systems,  Audi supports the driver in improving his driving style with regard to fuel consumption

With that we conclude our list of eco-friendly driving tips. We want to hear it from you now. Have you got any environmentally friendly driving tips not listed here? If so please leave them in our comments section below.

This week sees a newer, more efficient version of the Audi A3 1.6 TDI become available to order. The new A3 significantly undercuts the original on emissions and boosts emissions due to it aerodynamic modifications, start-stop recuperation technology along with advance common rail fuel injection – a remarkable feat considering the A3 1.6 TDI is already the most economical car, in terms of CO2 output, within the premium car sector.

According to Audi, the A3 1.6 TDI’s CO2 output has been cut down to 99g/km, boosting its combined economy to 74.3mpg, which is significant step up from current variations of the 1.6 TDI which offer a class-leading combination of 69.9mpg and 109g/km CO2 output.

From what we can gather, the key reason for the new A3’s increased efficiency can be attributed to its refined standard five-speed manual transmission, a reduced ride height, a revised under body that reduces aerodynamic drag and lighter 15-inch alloy wheels.

Although minor by themselves, these alterations are synergised perfectly with Audi’s innovative Start-Stop technology and energy recuperation system to deliver its remarkable combined economy figure.

The best part is that these improvements are at no expense to the established A3 versions. The Audi A3 1.6 TDI carries the same 105PS power output and 250Nm torque peak as other versions. Meaning the new version can match performance, clearing 62mph from rest in 11.4 seconds and offering the option to continue to 121mph.

Overall, the A3 is another worthy ambassador of Audi’s Vorsprung durch Technik ideology; championing the cause with boundary pushing efficiency.

A week after we announced that Audi was cleaning the premium sector with the next gen of Audi A3 with array of highly efficient diesel and also petrol engines comes the first accolade for this eco-friendly generation of Audi A3s.

The Audi A3 TDI earned the prestigious title of 2010 Green Car of the Year. The announcement was made yesterday morning during the L.A Auto Show as Ron Rogan, editor and publisher of Green Car Journal and editor of Greencar.com presented the award to Audi of America President, Johan de Nysschen.

Since 2005 the Green Car Journal has been awarding manufacturers who are working hard towards developing vehicles with an environmental concern. This year the Audi A3 TDI emerged victorious among five other finalists.

The trailblazing TDI 2.0 engine powering the A3 delivers 140hp with an impressive 236 lb-ft of torque, yet achieves a remarkable 50 mpg (42 mpg US) fuel efficiency, lowest in its segment. That means the Audi A3 TDI achieves 50% better fuel economy than a comparable gasoline engine.

“We consider the Green Car of the Year® title one of the most important industry accolades. It is of paramount importance for us to develop vehicles that achieve the very touchstones this award stands for: fuel efficiency and environmental impact. Rather than novelty features, we consider these attributes imperative to the future of automobile design. We are honoured with this recognition for the Audi A3 TDI.” said Johan de Nysschen, President Audi of America.

The Audi A3 TDI was not the only model to take an accolade back to Ingolstadt, the Audi A5 was named 2010’s Best Resale Value Award luxury car winner by Kelley Blue Book’s (www.kbb.com) and was honoured in two categories: Top 10 Model overall and Best Luxury Car. Not only did the Audi Q7 take home the Earth, Wind & Power(SM) environmental award, it was only named Most Environmentally Progressive Truck of the Year.

Audi A3 2.0 TDI, with its start-stop technology, has become the most efficient and economical option in its segment. An opinion, of course, but an opinion supported by stats and facts that speak for themselves.

Back in October Audi announced that the next gen of Audi A3 will feature both start-stop and recuperation system: two of the company’s most economy focused technologies and for optimal results; the high-tech S-tronic will be available for an extra £1,420.

At the time test figures were impressive and, as usual, performance and efficiency were kept at the highest possible levels while emissions were reduce considerably with the Audi A3 1.6 TDI registering a sector-leading figure of only 109g/km of CO2.

The ongoing Audi crackdown on emissions has yielded yet another efficiency breakthrough within the A3 range, this time for the Audi 2.0 TDI models, which became the cleanest at their level within the premium sector this month.

Thanks to the addition of start-stop and recuperation technology, the ever-popular diesel three-door and five-door A3 Sportback and A3 Cabriolet variants now benefit from major CO2 cuts of up to 20g/km or around 16 per cent, bringing output down to as little as 115g/km for three-door and Sportback versions.

The improvements apply immediately to all Audi A3 2.0 TDI models equipped with six-speed manual transmission. They help to increase economy by at least 8mpg across the board and cut CO2 output by up to 20g/km (16%), boosting the three-door and five-door A3 2.0 TDIs from a combined total of 55.4mpg to 64.2mpg, thus cutting emissions from 134g/km to 115g/km. The Cabriolet benefits from an 8.1mpg increase to 61.4mpg and a 20g/km CO2 reduction to 119g/km, another lowest-in-class figure in the premium Cabriolet category.

In terms of company car taxation, this significant downward shift repositions the A3 2.0 TDI in the 13% BIK category, the movement from its original 18% position equating to a saving in annual tax liability of £373 for the three-door standard hatchback model, which will now cost a [40%] tax payer £972.

The new technology which they adopt from these highly focused alternatives has had no bearing on their prices, which for fixed head Audi 2.0 TDI 140PS versions range from £18,860 OTR to £23,630 OTR, and for Audi A3 Cabriolets from £22,635 OTR to £26,865 OTR.

Last week, we reported that the Audi A3 assembly line has earned the Automotive Lean Production Award for streamed line production processes and exemplary excellence; as promised today we’ll look into detail at this highly efficient assembly process.

The Audi A3 assembly line established an industry benchmark thanks to Audi’s philosophy of focusing on continuous improvement.

At the Ingolstadt site, 1,800 employees work in a three-shift schedule to assemble approximately 800 units of Audi A3 and Audi A3 Sportback every day. In total the assembly sector encompasses 28,000 square meters incorporating more than 150 distinct processes via a streamlined chain of operations and seamless workflow which are the product of continuous improvements.

The A3 assembly process is firmly focused on the employees with an emphasis on ergonomics, cushioned floor coverings, perfectly organized material magazines and an ergonomically designed assembly seat facilitates the installation of head airbags.

What is more fascinating is that simple ideas often have the greatest impact and nearly all improvements are suggested by the employees themselves.

Peter Kessler Plant Manager at the Audi Ingolstadt site, said:

“Our employees drive our progress, and their expertise is our primary asset. Their supply of suggestions is inexhaustible and we implement every good idea as speedily as possible. An improvement in ergonomics automatically boosts quality and enhances efficiency.”

One of the principles that most impressed the Automotive Lean Production Award Judges about the Audi A3 assembly line, was the One-Touch-One-Motion principle, which denotes the possibility of completing a task with a single hand motion thanks to intelligently positioned materials and equipment.

Adjacent areas to the Audi A3 assembly line also play an important role in the overall workflow. Arrangement and pre-assembled parts organized in a fishbone configuration near the line guarantee the smooth flow of the process.

Audi knows that a happy employee is a motivated employee that is why Audi has an employee suggestions scheme where employees can suggest improvements and modifications to help make the assembly line more efficient, if a suggestion is approved and it saves Audi money a considerable share of this is paid in gratitude to the contributing employee.

Last year alone Audi received 33,460 suggestions worldwide which consequently saved Audi 50 million Euros.

Audi couldn’t ask for a better year to celebrate its 100 years of car making history, and what a year it has been for the Ingolstadt Company so far. Awards of all sorts, special marquees at renowned auto shows like the Goodwood festival of Speed and the Frankfurt Auto Show, not the mention the introduction of highly efficient engines, new models and ultra-innovative concept cars.

Last week, Audi just added two new accolades to its collection, the first comes from the biggest internet poll in the automotive industry, the online auto portal “AutoScout24″ conducted its 8th Internet Auto Award and guess what, Audi achieved an amazing total of four first places.

The Audi A3 defended its title in compact class and finished top for the second year in a row, while the Audi A4 reigned in the midsize class. In the upper midsize class the Audi A6 knocked down some tough competition to finish first and last but not least the Audi R8 topped the sports cars and coupe category.

The Autoscout24 poll is aimed to find Europe’s most popular cars, the voting was carried out in several languages, voter could choose from 331 vehicles in 9 categories and over 250,000 votes were computed.

Meanwhile the assembly line for the Audi A3 and Audi A3 Sportback won the Automotive Lean Production Award for streamed line production processes and exemplary excellence via efficient and economical approaches.

If you want to find out what is Audi’s secret to such a highly efficient assembly line don’t miss our next post were we’ll look into detail at the Audi A3 assembly process.

As Peter Kössler, Plant Manager at the Audi Ingolstadt site said:

“Today’s state of the art is only temporary – tomorrow we will be even better.”

Audi has done it again! Audi has raised the efficiency bar once again by increasing fuel economy and lowering CO2 emissions to impressive 99g/km for one of its most popular models, the Audi A3.

The soon to be released Audi A3 1.6 TDI will be powered by a four cylinder TDI engine capable of doing 74mpg while emitting only 99g/km of CO2, this puts the Audi A3 1.6 TDI in Band A of the new VED Rates to take place next year. For more information about Company car taxes visit: Company car tax.

As we all know Audi can improve fuel efficiency and lower CO2 emission without affecting the engine performance and the story remains the same with this four-cylinder TDI engine. With a max output of 105hp and a powerful 250 Nm of torque, the 3-Doors Audi A3 1.6 TDI sprints from 0-62 in 11.4 while the Sportback version reaches 64mph in 11.7.

The exemplary fuel efficiency of only 74mpg and the extremely low CO2 emissions are only possible thanks to Audi’s modular efficiency platform, features like the exclusive Start/Stop technology and the innovative energy-recovery system play an important role in improving the above figures.

The Audi A3 1.6 TDI will be released in two versions: 3-Doors and Sportback, both will have manual five-speed transmissions and a gear-change indicator to help drivers select the most appropriate gear; studies conducted by Audi reveal that 30 percent of fuel consumption depends on a given driver’s decisions and driving style.

Audi hasn’t released prices for the A3 1.6 TDI and the A3 Sportback 1.6 TDI, but we believe they will the similar to models already offering the same performance. Both models are expected to hit Audi Dealers around the UK in the first half of 2010.

Over the past few decades Audi has advanced to become a major player in the global premium car market, successfully taking on BMW and Mercedes, by combining an enviable quality process and technical innovations not least the introduction of Quattro 4 wheel drive.

Today Audi offers one of the most comprehensive range of models from the highly successful Audi A3, through the thrilling Audi TT RS all the way to the Audi R8 V10.

Audi’s car making philosophy has three tenets Value, Precision, and Fascination and they all add up to Quality. This rigorous quality control process pays attention to all the tiny details that when added up are what make Audi models stand out from its competitors.

Once a year Audi tries to explain this process by taking outsiders through its quality processes during its factory TechDay. This video provides a insight into Audi’s quality process and into the new Audi A5 Sportback.

When the subject is highly efficient eco-friendly turbo charged engines, no other auto maker in the world has more authority than Audi. Over the years Audi has developed their diesel engines with excellence merging efficiency with driving pleasure and proving that performance and fuel efficiency can be combined.

A perfect example of this are the newly developed 1.6 TDI engines for the Audi A3 with outputs of 90hp and 105p, these new engines combine performance and fuel efficiency with low CO2 emissions.

With a fuel consumption of 68.8 mpg the Audi A3 equipped with the 105hp 1.6 TDI engine sprints from 0-62mph in impressive 11.4 seconds and reaches a top speed of 121mph while maintaining CO2 emissions at only  175 g/mile (109 g/km).

Meanwhile, the smaller engine with 90hp also proves to have great fuel efficiency and good performance with its high torque of 230 Nm. This engine allows the Audi A3 to sprint from 0.62mph in 12.9 seconds and reach a top speed of 112mph and CO2 emissions of 190 g/mile (118g/km).

Audi combines a series of factors to achieve these impressive numbers, first we have Audi’s start/stop technology, extremely effective for city driving, as soon as the vehicle comes to a stop, the shift lever is in neutral, and once the driver removes their foot from the clutch pedal, the system turns the engine off. The engine then turns back on as soon as the clutch pedal is depressed.

But fuel saving starts before the A3 stops at the traffic light, with Audi’s energy recovery system the alternator converts kinetic energy to usable energy during a vehicle’s coasting and braking phases before temporarily storing it in the battery. This stored energy is then used in electrical components when driving off or accelerating reducing the load on the alternator saving of to 3% fuel.