Everything You Need To Know About The Audi E-Tron GT: The MCU's Product Placement Icon
We're very, very glad that product placement in films has evolved to the stylish point that it has. It's no longer simply a mechanism to get a brand's logo into a shot in whichever way they physically can. It's now a landscape where entire budgets go into displaying a brand's wares as naturally and stylishly as possible. Take, for instance, the incredible recreation of the Starcourt Mall and all it's true-to-life stores in Stranger Things 3.
This, however, has been taken to a new level in recent years by way of the Marvel Cinematic Universe. There are a few things that can be drawn very clearly from the last 10 years or so of the MCU. We now know that superhero movies are back almost certainly forever. We know that Spider-Man is the future of the franchise as we know it right now.
But most importantly, we know that Audi paid a lot of money to get their cars, starting with Tony Stark's R8 in Iron Man and leading up to his E-Tron GT in the last few films, featured as brazenly as they did. Audi even openly acknowledge this fact.
"There’s more to the collaboration than meets the eye: with this type of product placement, Audi models not only get attention from potential customers; they also become a part of cinematic history," says Audi's website.
"Long-term planning and close cooperation with the production company are essential. 'We normally need one to two years lead time to incorporate a car into a movie. It all starts with the script. After that, we brainstorm with the studio to see which models we could use in the overall context of a global campaign,'" says Sven Schuwirth, head of digital business and customer experience at Audi.
Take, for instance, this ad, which fair play to Audi, is about as flamboyant of a complete product plug as we've ever seen in something resembling a cinematic piece of filmmaking.
Suffice it to say then that Audi's E-Tron GT — the soon-to-be-released electric grand tourer which has enjoyed an insane amount of screen-e-ttime during the last year or so of Marvel films, will release to much hype when it drops in 2021. But what do Audi actually have planned?
The remarkable looking car is hopefully due for production in 2020, with Audi Australia expressing interest in making the car available to Aussie buyers.
Dubbed the E-Tron Gran Turismo, the two-seater sports car is an attempt by the brand with the four rings to distill the essence of the grand tourer into a car that's thoroughly modern, bringing to life an all-electric grand tourer that provides an incredible, dynamic long-range driving experience without taking a toll on the planet. It'll even have a vegan interior, apparently.
It runs on the same charging platform as Porsche's Taycan: an 800V charging system that provides 320km of range from just 20 minutes of charging.
It will prioritise range over flat-out speed, however it will harness every bit of gadgetry it has to maximise the driving experience. 0-100 will take roughly 3.5 seconds, and it has an active set-up that allows it to shift power to different wheels for a slightly more slippy, dynamic drive.
Plus, y'know. Tony Stark drove one. So there's that.