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Grant Savidge, how on heavenly interManEARTHs did it take me 4 years to finally view this video!? Thanks for sharing.
Six7Films dude up in el Canadia … solidly amazing work my friend :)
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Although I believe the Audi A3 is actually the first car from Audi that signifies the beginning of the downfall of sexy design from my favorite German auto manufacturer… I still love this car and especially love this commercial. Let me say it again… Bode Miller + Out of Control + Audi quattro = Genius.
For those of you new to my idealistic and very passionate representation of brands and technology here at hydle.com – I’ve been a major fan of Audi since the mid 1990s, bought my first Audi in 2003 (a 1997 A4 that now has 234,000 miles + counting) and picked up a 2013 S4 supercharged quattro just this past year. The original Audi quattro changed the automotive world. Similar to Apple releasing the macintosh in 1984… what Audi was doing in 1984 also took hold as the single most important development in the auto industry that would change my life down the road.
No pun intended… haha – It is hard to explain the difference of All Wheel Drive vs. 4 Wheel Drive vs. Audi quattro. I would gladly show you if you want to take a ride to the hills in our next snowstorm, but if you must read – start here. Or if you want to get your motion picture view on – go here.
Now, back to the beginning of the design downfall. How long does it take for a brand to lose it’s leadership in design? Well, let’s look at how long it takes to “build good design”, also known as “brand” an idea. It took an entire decade to build quattro and two decades to design and build the image of Audi around quattro. It can take decades to build something great… and design something that ultimately takes hold and is respected as a product leader, but in the end… I would have to say you can lose it much faster then it takes to build it.
Audi lost one of their key designers, Peter Schreyer to KIA back in 2006 and it is starting to take effect now. Peter Schreyer, who is now the President and Chief Design Officer of Hyundai and Kia Motors was brought into that company with a completely blank design slate… and look what he has done. I won’t be the first one to admit that I’ve double checked a few KIA models in the last two years, but what he is doing at KIA is working… and what Audi is doing is starting to slide. It may not be a big slide, and I certainly hope Audi hasn’t quite reached it’s peak in design, but remember… you lose it a lot faster than you build it. I hope Apple, my other lifelong power brand realizes this.
Ultimately Audi could lose all their design luster… and I would still drive one simply because there is zero comparison for quattro and there probably never will be. Obviously Audi is part of a larger Volkswagen Automotive Group, but who drives those? Volkswagen’s are for girls. Škoda‘s are for Russians… and SEAT‘s… ummm, no – don’t even get me started. SEAT’s are for chinese mexicans… but that is what they said about KIA’s before Peter Schreyer started design cars for them.
Perhaps I could graduate to a Bentley, Bugatti, Lamborghini or Porsche in the future years… but I highly doubt I will ever find the passion of owning and talking positively about these brands. KIA on the other hand … hmmmmm?
Congratulations to good friends TJ Fry and Dani Rae for their successful engagement at the top of the 2014 Pikes Peak International Hill Climb :) Fry ran a 14:08.322 for his first hill climb up Pikes Peak, but more importantly delivered himself and his car successfully to the top in order to carry out his proposal.
I don’t have much else to say here… I Love Awesomeness and this is awesome. Watch the video below for the full story.
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[YouTubeUlar] <— 980,496 Modified Audi R8 vs Kawasaki Ninja ZX10R and Suzuki GSXR1000 Safe? No. Fun? Yes. Dangerous? Debatable. Slightly makes me want to go to Brazil? Yup. 285 km/h = 174 mph … I've gone this fast in a car before.
[YouTubeUlar] <— 26,508 Audi "Elements" ... 1000% absolutely love this. It makes me want to drive in the snow... right now. Genius. http://www.youtube.com/watch?v=lrzYgR0z3Ls [YouTubeUlar] <— 21,867 Audi "Rally" ... I love that music. Genius. http://www.youtube.com/watch?v=wO8t3OjXhCQ [YouTubeUlar] <— 21,195 Audi "Why" ... Emotional, simple and watchable. Genius. http://www.youtube.com/watch?v=j-SQTIJxgL4 [YouTubeUlar] <— 32,393 Audi "LED" ... Something so badawesomeness about those LED lights and 15 second advertisements. Genius. http://www.youtube.com/watch?v=xZjykPITuq0 [YouTubeUlar] <— 209,594 Audi "It Couldn't Be Done" ... Love the throwback footage or the history of Audi and the 1983 Audi quattro that changed it all. Super genius. Genius, genius, genius, genius, super genius. Can't say much for Audi's new campaign on their Audi Connect system. Those are so horrible I won't even link to them. Well, ok... maybe here and here – not genius.
Talking about quattro? This look back into 1983 does not suck!
[YouTubeUlar] <— 470,410 I want this drifting action to happen on Berthoud Pass - in snow. End of Hydle Story. Red Bull Story:
“The Crown Range, New Zealand. 47 corners, 1076 metres elevation, 10.4km long. The country’s highest paved roadway. For a moment in time it belongs to one man, Mike Whiddett. The moment will become, the drive of a lifetime.
The drive for Mike Whiddett will be challenging and faster than most. For the first time in NZ motorsport history, the road has been closed across three sections for a unique filming opportunity. The New Zealand-based international drift driver has a chance to push his bespoke quad-rotor rotary engine car to new limits on a completely clear road. The road closure signs are rolled out; it is time for Mad Mike to Conquer the Crown.”
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“Next project! Dad, I got to get you over to the shop! You will love it. The owner said you could come over and help work on the cars any time!
This Z06 will be race ready in July complete with state of the art hand controls! This is going to be bad ass!
I get to drive it on the track in June!
Sounds like a job for GoPro.
[YouTubeUlar] <— 736 Audi Audi Audi. Go Go Go. 30 years of quattro. Begin. Here is a nice little highlight press conference covering these new Audi models... RS 5 DTM R8 Grand-am RS 6 Avant S3 Sportback I'm loving these voice overs, haha.
“An amazing piece of footage of Mike Hawthorn doing a lap of Le Mans in 1956 in a D Type Jaguar. It’s incredible to see the bikes and traffic out on the track, and an almost total lack of safety, bearing in mind the previous year a Mercedes flew off the track on pit straight and killed 84 people, seriously injuring a further 120. The accident was inadvertently caused by Hawthorn as he braked to go into the pits, his Dunlop disc brakes were awesome, and other cars braking hard to avoid running into the back of his Jaguar lost control resulting in a Mercedes hitting a sloped earth bank, launching into the air and disintegrating.
Incredibly the race continued, although Mercedes withdrew it’s remaining cars, and Hawthorn went on to win.”
Looks like the Steamboat office is up to playing in the snow a little bit. TJ Fry nails his point with the top down on a beautiful sunny mob theory day.
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I want to drive slot cars again. Thanks for the inspiration behind random projects Audi. Oh… and thanks for quattro. My 1997 1.8TQ A4 is about to hit 222,222 miles :)
[YouTubeUlar] <— 135 A quick look inside the 2012 24 Hours of Le Mans winning Audi R18 Hybrid V6 Turbo Diesel. This is the first hybrid car to claim the championship at the grueling 24 hour race in France. Audi continues their winning dominance at Le Mans overtaking Toyota this year for their 8th win in the last 9 years.
WARNING! If you aren’t bored, do NOT click on or start watching these ridiculously bad ass and “free” movies recapping the 2008 and 2011 Audi Le Mans wins.
[528,579] <— YouTubeUlar This reminds me... Where is the Hydle 2012 Brand Video? Awesomeness Blackbox Case VersaTowel ColoradoFlags Capper HydleAle This line up... is lining up.
Not a common post from me – but DC actually reached out to blog owners and intermanets related peeps like myself to share this content.
AKA – I didn’t have to find it.
Now if only they were nice enough to provide direct links to their entire YouTubeUlar series of videos – duh.
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