BMW, Audi unveil diesels for 21st century

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BMW, Audi unveil diesels for 21st century

Marketing’s executive editor Paul Ferriss is in Detroit this week to cover the North American International Auto Show

Both BMW and Audi had diesels and performance cars to talk about in Detroit this week. But while BMW had high-ranking German executives to talk up the benefits to the environment and the pleasures of driving, Audi had Bryan Adams.

After executive vice-president of Audi America Johan de Nysschen addressed the media Sunday afternoon, the veteran Canadian singer walked casually onstage with his acoustic guitar and sang “The Only Thing That Looks Good On Me Is You,” as the checkered flag cover came off the new Audi TTS sports car. Adams later posed for photos with Audi executives before disappearing backstage.

Audi is introducing a diesel version of its R8

In keeping with the green theme that has taken hold at the North American International Auto Show, Audi and BMW touted the benefits of diesel power, both from an environmental and performance perspective. Audi used the diesel version of its R8 supercar, the R8 TDI, as the perfect, if not extreme, example.

Claiming a possible 185 mph top speed and the ability to go from 0-60 in 4.2 seconds, the concept car is powered by what Audi refers to as a “clean diesel” engine. “Audi wants to challenge the last piece of conventional wisdom about diesel power,” said Rupert Staller, chair of the Audi board of management.

Karsten Ruwoldt, Audi Canada’s recently appointed director of marketing and product management, said automakers should have an easier time marketing diesels to Canadian consumers, while the American market will be tougher to educate.

“Canadians have a more positive view of diesels,” he said. “And Canadians are ready for a clean diesel.”

Ruwoldt believes more Canadians have come in contact with diesels in Europe and are aware of their fuel-saving benefits. Plus, he added, Canadians take longer driving trips which are ideal for fuel-sipping diesels.

BMW meanwhile announced the North American availability of its Advanced Diesel engine with Blue Performance. The engine will be available this year in the X5 SUV and the 335 sedan.

BMW's new 1 Series

“Customers expect vehicles that are high performance, fuel efficient and environmentally friendly,” said Norbert Reithofer, chairman of the board of management at BMW AG.

Almost overshadowing the diesel introduction, which came with loud Euro-style music and acrobatic dancers, was the debut of the 1 Series and X6 concept “performance sports activity vehicle.” Imagine an SUV that thinks it’s a sports car.

The 1 Series is the “reincarnation of the 2002,” said chairman and CEO of BMW U.S., Tom Purves, recalling the classic coupe that still enchants enthusiasts. It’s aimed at a different consumer target than most other BMWs and a unique Canadian marketing plan is in the works.