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This is the latest installment in Audi’s brilliant marketing campaign that mocks other car makers and positions the brand as an alternative to traditional luxury vehicles.
For the new 525hp 5.2-liter V-10-powered R8, the setting is Maranello, Italy – the home of Ferrari. When positioning itself as a luxury brand, Audi takes on the Germans (or even the Japanese), but when competing in the exotic car arena there is no place quite like Italy.
And in a move that is almost blasphemous, the R8 is painted bright red. Needless to say the Italians are not amused and promptly chase the German exotic out of town.