Super Bowl LIV

Audi taps 'Game of Thrones' actor Maisie Williams to star in Super Bowl ad

Actress Maisie Williams is perhaps best known for starring in "Game of Thrones".

Photo courtesy of Audi AG

While most of us associate "Let It Go" with an ear worm from the movie "Frozen," Audi is hoping that its new Super Bowl spot by the same name will prove just as memorable. The German automaker has tapped actor Maisie Williams to star in the commercial alongside its Audi E-Tron Sportback.

Williams, whose credits include "Game of Thrones", "Robot Chicken", and "Dr. Who," takes the wheel in the ad that kicks off the vehicle's global brand campaign. The musically-inspired 60-second commercial features Williams singing her own version of the song made famous by Idina Manzel.

2020 Audi E-Tron Sportback The commercial features Williams driving an Audi and signing.Photo courtesy of Audi AG

The script for the ad plays out with Williams behind the wheel of the new electric SUV stuck in traffic. Audi says that the intersection she stops at "represents a crossroads of today's preconceptions and old notions of consumption, success, and status."

This is the audience's first clue that they're about to be lectured on the social and environmental responsibility of owning the SUV.

The ad continues with Williams choosing to reverse course and leave "it all" behind, as she breaks out in sold and drives "towards a more sustainable future." A musical isn't complete without a full cast singing effort so along the way fellow drivers, pedestrians, and others join in, "representing the brand's efforts to usher in a new era of sustainable mobility. The journey is a metaphor for how the decision to make more sustainable choices takes all of us doing our part."

Williams recorded the vocals for the commercial at the acclaimed Abbey Road Studios in London where the Beatles, Queen, and others have recorded.

Audi has been vocal about its sustainability efforts, leveraging the messaging to help sell its E-Tron line of vehicles, which have faltered out of the gate. The low sales numbers are unsurprising considering a recent Ford survey indicated that a good portion of the world has no interest in owning an electric vehicle. Daimler has recently forced to dispute claims that it was cutting back production of its Mercedes-Benz EQC electric SUV due to a forecasted lack of demand.

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All-new sports sedans

All-new 2022 Audi A3 and S3 coming soon

The 2022 A3 gets sharper styling.

Audi

The Audi A3 and S3 might be small, but both cars bring benchmark performance and luxury to the compact side of the premium market. The cars have been totally overhauled for the 2022 model year, and pick up new powertrain tech, updated interiors, and sharper styling.

Audi says that the A3 is wider and more aggressively styled than its predecessor, and notes that it will carry a new, wider grille and headlight design. The S3 is now longer and wider than before, and will sport a larger, more aggressive exhaust system.


2022 Audi A3 The A3's interior gets new color options for 2022.Audi


The 2022 A3 is powered by a turbocharged 2.0-liter four-cylinder engine rated at 201 horsepower and 236 pound-feet of torque. It's paired with a seven-speed dual-clutch automatic transmission. The powertrain also gets a 48-volt mild-hybrid boost for the first time in 2021, which will provide better take-off acceleration and can allow the car to coast with the engine off.

The S3 derives 306 horsepower and 295 pound-feet of torque from its turbocharged 2.0-liter engine, which is a bump of 18 horsepower and 15 pound-feet of torque over its predecessor. Audi says that the new powertrain configuration allows the 2022 S3 to sprint from 0-60 mph in only 4.5 seconds. The S3 also benefits from a .6-inch drop in ride height and new available S sport suspension with damper control that can be adjusted with drive mode selections from the cockpit.


2022 Audi S3 The sporty S3 has also been redesigned for 2022.Audi


The A3's interior brings standard heated setas with eight-way power adjustment, a standard panoramic sunroof, tri-zone climate control, and leather upholstery. Two new color options are available for the 2021 A3, including Santos Brown with Steel Gray stitching and Parchment Beige with Steel Gray stitching. The S3 gets new power-adjustable S sport seats, and can be upgraded inside with diamond-stitched Nappa leather upholstery.

A 10.1-inch infotainment touchscreen is standard for both cars, along with a 10.25-inch digital gauge display. Audi's virtual cockpit system, which can project maps and other information into the gauge cluster, is available with a 12.3-inch gauge upgrade option. A head-up display is also available for the first time in both cars.


2022 Audi S3 The S3's interior has been updated with new seats.Audi


Audi includes a few advanced driver aids as standard equipment, which include forward collision warnings, high-beam assist, lane departure warnings, and a pre-collision system that shuts windows and pretensions seatbelts. Most features are optional, and include a parking assistance system, rear cross-traffic alerts, blind spot monitoring, and more.

The 2022 Audi A3 will have a starting price of $34,945, which includes a $1,045 destination charge. The A3 Quattro will start at $36,945 and the 2021 S3 will have a starting price of $45,945.

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Audi is adding new features to its MIB 3 system.

Photo courtesy of Audi AG
Starting in 2020, Audi began installing its next-gen MIB 3 infotainment system throughout its lineup. Two years on, the German automaker is adding new functionalities to the system including integrated Amazon Alexa.

The latest MIB 3 infotainment features are anticipated to be available starting summer and fall 2021 in 2022 Audi A4, A5, A6, A7, A8, Q3, Q5, Q7, Q8, E-tron, and E-tron Sportback models. This includes Personalization 2.0, which allows users who have a saved profile to transfer their seat adjustment, radio station favorites, and climate control settings from vehicle to vehicle.

MIB 3 initially had Alexa as a push-to-talk function using steering wheel controls. For the new model year, Alexa will be able to be activate using "Alexa" voice commands within the cabin.

Audi MIB 3 infotainment system Audi is expanding SiriusXM with 360L to more vehicles. Photo courtesy of Audi AG

Users will an Apple ID and active Audi connect Prime or Plus subscription will be able to log into their account and play Apple Music without needing to pair a phone.

Audi is expanding its SiriusXM with 360L to more models. The tech will be offered in the 2022 E-Tron GT with a subscription. It current is available in the 2021 Audi Q3, Q5, Q7, Q8, A4, A5, A6, A7, A8, E-Tron, and E-Tron Sportback.

Android Auto users will be able to wirelessly connect to Audi systems on select vehicles starting with the 2022 model year. The Audi Q3, Q5, Q7, Q8, A4, A5, A6, A7, A8, E-Tron, and E-Tron Sportback all will be enabled.

New features have been added to the myAudi app as well:

  • Select models now available with Function on Demand features, including MMI Navigation plus (select Audi A4, A5, and Q5 Premium and Premium Plus models), and Light Function Package (Audi e-tron and e-tron Sportback Premium models); more features to be added at a later date
  • A revised e-tron route planner for electric vehicles that can sort public charging stations with a greater level of detail between Level 2 AC chargers and Level 3 DC fast chargers
  • Additionally, all MIB 2, MIB 2+, and MIB 3 users will be able to enjoy a revised myAudi app with easier-to-use functionality

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