Less than a week ago BMW revealed the 5 Series M550d. Same 3-litre engine capacity. Three turbos rather than two. 376 bhp and a truly class leading 740 Nm (546 lb-ft) or torque.

A quick check of their respective economy and emission figures; Audi – 44.1 mpg, 169g/km CO2 and BMW – 44.8 mpg, 165 g/km CO2 rubs further salt into the Ingolstadt car maker’s wounds.

If there’s a ‘rosy tint’ to this scenario then it might just be pricing of Audi’s new models. BMW have yet to publish those for the M550d Saloon and Estate, whereas Audi have confirmed the starting price of £43,810 for the A6 Saloon 3.0 BiTDI quattro climbing up to £53,435 for the A7 3.0 BiTDI quattro.

If you’ve watched the intro videos for BMW’s new M Performance diesels then you’ll remember they mention how good these new Tri-turbo diesels sound. Well, so do Audi. In fact Audi are so confident this is their sweetest-sounding V6 diesel, they’ve recorded a sound clip and posted it on Sound Cloud. Using an exhaust-mounted sound actuator, Audi’s engineers have been able to ‘tune’ the new engine to deliver a distinctly sporting soundtrack.

It all sounds mighty impressive, if not for BMW’s much more powerful, faster and more economical M550d.

Slotting in above the single-turbo 201 bhp and 242 bhp versions of the 3.0 TDI that already feature in the A6 and A7 Sportback ranges, the latest V6 engine has a two-stage turbocharger that delivers maximum boost of up to 3.2 bar, helping the A6 3.0 BiTDI quattro Saloon reach 62mph in 5.1 seconds, and the A6 Avant and A7 Sportback to do the same in just 5.3 seconds. Top speed for all versions is the standard 155mph (limited).

I hate to rain on Audi’s parade, but heck, we’ve already referenced BMW’s M550d by comparison – whilst 5.1 and 5.3 seconds is Audi’s quickest diesel performance, BMW raises that bar to 4.7 seconds for the M550d Saloon and 4.9 seconds for the M550d Touring.

Audi’s new BiTDI models come fitted with an eight-speed tiptronic transmission and the latest generation quattro all-wheel-drive system, which features a self-locking centre differential and torque vectoring for optimum traction and stability. But then BMW offers essentially the same configuration in its M550d.

Audi offers an optional sport differential, which distributes power in continuously variable proportions between the rear wheels to sharpen and quicken responses even further.

It all sounds mighty impressive, if not for BMW’s much more powerful, faster and more economical M550d.

As I said, sometimes timing can be a bitch.

Gallery

If you’ve clicked on this post looking to enjoy the latest videos, then I suggest you visit ‘Super Bowl XLVI – The Greatest Automotive Ad Game on Earth’, where you can view each of the automotive ads vying for the top-spot at the Big Game this year.

Meanwhile, let’s take a quick look at how the automotive sector ads are doing, now that the dust has settled.

Can Volkswagen be beaten?

Last year Volkswagen destroyed the opposition at Super Bowl XLV and most importantly during the remainder of the advertising year. Their campaign, “The Force”, clocked up nearly 53 million views in less than 12 months and a record 4.8 million social shares.

They did this, not by producing the best advert (although it was fun to watch), but because they figured out how to game the attention of online audiences, drumming up initial buzz before the campaign started (something big is coming) and then feeding people’s innate appetite to share and be acknowledged (as a trusted finder) in their social groups.

The ad went viral in its first week and sustained the interest of audiences, primarily because the meme entered the vocabulary of parody writers, was picked up and used by other media campaigns (launch of the Hollywood-produced ‘Thor’ Film) and became the poster-child for combustion-engine haters Greenpeace in their anti-VW campaign, ‘The Dark Side’.

So did Volkswagen take on board the valuable lessons from 2011? And what about the other automotive brands?

Here’s a quick look at the points table to remind us where each of the campaigns have currently reached (all data was obtained from Unruly Media’s Viral Video Chart and valid as of 31/1/2012):

In 2012, Honda learns that if you can’t beat them… why not join them?

So far in 2012, Honda are the only automotive brand within spitting distance of Volkswagen, but even so, just look at their measly 2.95% shares per view figure compared to Volkswagen’s 6.10%. To put these into perspective, in our 2011 round-up we reported Ken Block/DC Shoes Gymkhana 4 achieved 16.3%, whilst Volkswagen’s ‘The Force’ reached 10.2%.

So as a benchmark we are looking for at least 1 in every 10 views (many of which will be repeat viewings) to result in the video being shared.

Whilst the share performance of Honda’s 2 videos looks modest compared to Volkswagen, the number of views is far closer. This tells us that the pre-launch mentions of Matthew Broderick’s involvement in the campaign, plus all the media speculation about a remake of the film, Ferris Bueller’s Day Off, will have generated a considerable boost in search traffic, but so far viewers haven’t been quite delighted enough to share it as readily as they have VW’s Bark Side teaser.

Perhaps the biggest disappointment so far though, is for GM/Chevrolet.

When we tally up our estimates for the media spend by automotive brands in this year’s Super Bowl, we’re looking at $66.5 million for the TV spots alone (19 spots at a minimum of $3.5 million each), add on top of this the filming & production, fees for actors, brand licensing (Twilight, Star Wars, Rocky..), agency fees and online advertising costs and there can’t be much change left from $100 million, with perhaps $30 million of that total being carried by GM.

So they’ll not be best pleased to see their main feature spot trailing the field in 7th place, although they still have 4 more ads to try and recover the lost ground.

But perhaps the most intimidating observation to make is that Volkswagen have yet to launch their full commercial (which will feature the New Beetle), but it’s early days and the Big Game is still just under 5 days away..

Conclusion

There’s no doubt in my mind, that the success of advertising in today’s digital world depends on managing the shift from paid promotion through to the more sustainable journey in earned media. Whereas earned media used to cover just professional publishers and news providers, it now includes every single consumer who writes comments, blogs or just updates their Facebook page and is therefore publishing their opinions about a brand.

This is the heartland for innovative ad campaigns who seek to maximise the reach, sustainability and re-usability of their creative message and the most difficult change to embrace for ad agencies more used to influencing rather than engaging the audience.

We’ll draw out more insights from the 2012 Super Bowl Ad war once the game is over, but for now one can only imagine Volkswagen are rather pleased with the creative work of their agency Deutsch, LA.

The new FIA World Endurance Championship team, based at Toyota Motorsport GmbH (TMG) in Cologne, Germany, will make its race debut on 5 May in the Six Hours of Spa-Francorchamps, which is the second round of the championship.

A driver line-up of Alex Wurz, Nicolas Lapierre and Kazuki Nakajima has already been confirmed for one car while discussions are still ongoing to finalise the driver line-up for the other. Additionally, Andrea Caldarelli, from Pescara, Italy, has joined Toyota Racing as a junior driver.

The TS030 HYBRID is Toyota’s successor to the iconic TS010 and TS020 cars which participated at Le Mans with podium success during the 1990s, with TS an acronym for ToyotaSport.

Toyota is the first manufacturer to confirm its participation in the FIA World Endurance Championship using a hybrid system, emphasising the pioneering approach to this technology which has seen more than 3.5 million Toyota hybrid vehicles sold worldwide.

The THS-R (Toyota Hybrid System – Racing) powertrain is designed to deliver maximum performance and features an all-new V8 3.4litre normally-aspirated petrol engine and hybrid system with capacitor storage developed by official team partner Nisshinbo.

The team will use the TS030 HYBRID’s first test to evaluate the merits, within the current regulations, of a front motor system produced by Aisin AW and a rear motor system developed by official team partner DENSO. Those regulations limit hybrid systems to recovering a maximum of 500kJ between braking zones whilst restricting deployment to only two wheels.

A brand new carbon fibre LMP1 chassis has been developed and produced at TMG, where the complete car was assembled for the first time in preparation for a roll-out on 11-13 January at Paul Ricard.

During an exclusive test session at the French track, which included running in darkness, the TS030 HYBRID completed several hundred kilometres, showing an impressive level of reliability and performance for this very early stage in the car’s testing programme.

Alex Wurz and Nicolas Lapierre both put the TS030 HYBRID through its paces at Paul Ricard, joined by 30-year-old Japanese driver Hiroaki Ishiura, who is a candidate to join the driver line-up at races where Toyota Racing participates with two cars.

Official partners to the Toyota Racing programme include ZENT, Aisin, Nippon Steel, Takata, Toyoda Gosei and Michelin.

Gallery

Audi UK will consider importing the A1 Quattro ‘if’ there is sufficient customer interest, but the car will remain left-hand-drive and availability will be in the tens, not hundreds.

So why are we a little underwhelmed by Audi’s new pocket rocket?

In May this year at the 30th annual Wörtherseetour meeting (the biggest global gathering of VW Audi enthusiasts), Audi together with the driving game Need for Speed World revealed the Audi A1 clubsport quattro.

Audi A1 clubsport quattro shown at this year’s annual Wörtherseetour meeting.

Besides its gobsmacking good looks, the A1 clubsport quattro set the imagination of enthusiasts alight with its 496bhp 2.5-litre turbocharged five-cylinder taken straight from the TT RS and RS 3 Sportback.

With just 1390 kg to haul around, the clubsport quattro would have represented the ultimate hot hatchback, for the brand (VW Audi) that virtually invented the genre. So anticipation has been high in the hope that Audi bring it to market.

Instead, Audi appear to have raided their extensive parts bin, fitting a 252bhp version of the 2.0-litre TFSI engine (as used in the TT and Golf GTi) and then added the additional weight and drivetrain losses of its quattro all-wheel-drive system, ending up with a hatchback that looks on paper to be ‘slightly’ quicker than a Golf GTi.

Audi quote the car’s acceleration from rest to 62mph in 5.7 seconds, with a top speed of 152mph. Compare that with the clubsport quattro, which promised 0 to 62mph in 3.7 seconds, 0 to 124mph in just 10.9 seconds, 50-70mph in just 2.4 seconds and a top speed of 155mph.

Power is channelled via a short-shifting six-speed manual transmission to the quattro permanent all-wheel drive system, of which there are many different configurations in Audi’s range of models.

This one is the type that drives predominantly through the front-wheels, and then transfers torque steplessly to the rear axle if traction decreases. If a wheel on one of the axles starts to skid, it is braked by the electronic differential lock (EDL) which works together with the electronic stability program (ESP) to minimise intervention depending on which mode is chosen by the driver (normal or sport).

The ESP can be switched off entirely for track use, although somehow we doubt the A1 Quattro will be the kind of car suited to any sideways antics.

The chassis of the Audi A1 quattro has been adapted to suit the dynamics of the new all-wheel drivetrain, and the multi-plate clutch has also been positioned on the rear axle to provide the most optimal weight distribution (i.e. reduce weight over the A1′s front wheels). The electrohydraulic power steering has been geared more directly (14.8:1 steering ratio) to make for a more alert and manoeuvrable driving experience.

Design and appearance

Outside all A1 Quattro’s are finished exclusively in Glacier White metallic, complemented by 18-inch turbine design alloy wheels also in Glacier White and a high-gloss black roof. Front and rear bumpers are exclusive to the Quattro model, which are complimented by the grille and its frame, red painted ‘wings’ within the headlights, a large two-colour rear spoiler and two sizeable, 100-millimetre diameter polished exhaust tailpipes.

The interior of the Audi A1 quattro is dominated by the colour black, as opposed to the lashings of red used in clubsport quattro concept. From the high gloss finish for the lower section of the centre console to the seats and door armrests finished in black Silk Nappa leather with contrasting red stitching, the A1 Quattro looks lavishly attired rather than purposeful.

Sensible, very Audi-like, but a long way from the clubsport quattro concept.

The multi-adjustable front S sport seats have pronounced bolsters, integrated head restraints and quattro insignias on their backrests, whilst the footrest and the pedal caps are made of brushed stainless steel. Red stitching frames the floor mats, and the door sill trims bear A1 quattro badges.

The instrument cluster incorporates a number of eye-catching features, including white needles, a red-faced speedometer, a quattro logo and a colour Driver’s Information System (DIS). The multifunction sports steering wheel is flat-bottomed, trimmed in leather with contrasting red stitching and displays each individual car’s serial number (within the batch of 333 due to be built).

The gearshift knob is made of aluminium, whilst an aluminium-look finish is used to decorate various other controls within the cabin.

There’s no word yet on the likely price of Audi’s A1 Quattro, but given the low production volume and high specification, it’s unlikely to be cheap, but if you really want one then pay a visit to your local Audi dealer and put your name down. You never know, they might decide to import a couple to the UK.

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Rather than base our Top-10 listing purely on video views and social shares, I thought it would be interesting to look a little closer at how well each campaign contributed to the ‘equity’ of each brand – the assets a brand is then able to use across its entire marketing mix.

In today’s highly networked business environment, the old adage “what get’s measured, gets done” is becoming something of a liability as marketing teams seek to justify their actions through quantitative analysis and attribution modelling, whilst often ignoring the factors which drive those results.

When something can’t be measured, does that make it not worth doing? Of course not. But in the rapidly evolving digital environment, that’s precisely what happens. We struggle to keep up with all the tools, platforms and new methods far less accurately measure them, so just like performance, lightweight construction or efficiency, automotive marketers sometimes need the intelligence to realise where taking the right action is equally as important as being able to justify it thereafter.

Ultimately, intelligence boils down to using the assets at your disposal in the most effective ways to achieve your objectives. Let’s see how well they did:

Top 10 Most Shared Automotive Ads of 2011 (not all released in 2011)

1. Volkswagen: The Force: Volkswagen Commercial  – 47.5 million views, 4,813,984 shares (32,618 comments)
2. DC Shoes: Ken Block’s Gymkhana Four; The Hollywood Megamercial – 13.1 million views, 2,111,150 shares (19,115 comments)
3. Kia: Party Rock Anthem-Kia Soul Hamster Commercial – 10.7 million views, 1,556,221 shares (12,748 comments)
4. Nissan: Pôneis Malditos – 13.9 million views, 968,124 shares (25,827 comments)
5. DC Shoes: Ken Block’s Gymkhana Three; The Ultimate Playground – 733,112 shares
6. Chrysler Eminem Super Bowl Commercial – Imported From Detroit – 15.4 million views, 436,016 shares (28,241 comments)
7. BMW 1M – Walls – MPowered Performance Part 1 – 3.0 million views, 407,505 shares (1,922 comments)
8. DC Shoes: Ken Block’s Gymkhana Two; The Infomercial – 341,980 shares
9. Team Hot Wheels – The Yellow Driver’s World Record Jump – 8.1 million views, 294,046 shares (4,177 comments)
10. Volkswagen: Black Beetle – 6.3 million views, 212,290 shares (2,371 comments)

Source: The data was compiled from Unruly Media’s Viral Video Chart at 15:00 (GMT) on 15 December 2011. The Viral Video Chart is the world’s largest, most comprehensive database of online social videos, and measures views and social shares based on a count of the embedded videos and links on approximately 2 million blogs, as well as Facebook and Twitter.

I could wax lyrically about the high-quality production values in our Top 10, their clever use of aspirational memes and how effective they are in conveying the personality of the brands they represent, but there’s an elephant in the room.

Nissan Brazil’s ad for the Frontier pickup, Pôneis Malditos, is not like other video ads. According to the Portuguese Blog the ad uses a play on words ‘do you have horse-power or ponies?’ A song then taunts the presumably-macho target customer with a chorus line that I’ll leave you to translate for yourself, ‘pônei maldito, pônei maldito’, since it’s definitely NSFW.

There’s a twist at the end where the cute little pony tells you not to close the video, followed by its evil twin who tells you that if you don’t share the video with 10 people, you’ll get the pony’s song stuck in your head forever. So it is basically the advertising equivalent of chain-mail spam. Such questionable tactics are unlikely to succeed more than once, so we’ll treat it as an anomaly in our 2011 list.

The remaining ads in our Top 10 illustrate the trend towards creating re-usable memes, enabling their brands to reuse the characters and storylines in other media campaigns and thereby reinforce the identity to which customers establish a relationship with. In last week’s interview with Ken Block of DC Shoes, he spoke about the value of building ‘personality’ into a viral video and we can see this type of character-based ad dominating the charts.

Top 5 Automotive Brands in 2011

If you’re anything like me, then you’ll not be satisfied with a Top 10 list of the most shared social media ads, you’ll want to know which car maker has really grasped the nettle and made social video a mainstay in their marketing plans.

Last year we singled out MINI, Ford and Kia for consistently performing above the pack, producing videos that were funny, entertaining and highly shareable.

But while humour is useful in generating strong viewing figures, like the sugary high of a Pina Colada the positive sentiment can quickly decline. Brands are now moving towards more epic ads, as spoken about recently by Unruly COO Sarah Wood, “More brands are realizing the potential of social video to build a high-impact, long-term emotional connection with their audience.”

This move towards a more sustainable level of engagement has raised the bar for what it takes to capture the audience’s interest, but in turn, people are sharing more videos with others in their social groups. In 2011, the top 20 ads across all sectors generated 25 million shares, a near five-fold increase from 2010 levels. However, the ratio of views to shares from 2011 to 2010 is even more interesting: In 2010, one in 39 people who viewed video content went on to share it online. In 2011, the ratio rose to 10 to one.

In comparing the Top 5 Automotive Brands we’ve yet again used data provided by Unruly Media’s Viral Video Chart, and we’ve then selected from campaigns within the Top 200 that ran during 2011.

There are several conclusions that spring to mind when looking through the above list. Firstly we know that the position of the first 3 brands is heavily influenced by big-impact campaigns which already feature strongly in our overall Top 10. However that should in no way detract from their significance, even if it does raise questions about their repeatability.

The one exception is Kia, which truly owns the Hamster meme, in much the same way as comparethemarket.com built a successful connection with its audience using a bunch of Meerkats. Kia’s ‘Black Sheep’ ad was the most successful automotive ad of 2010 and they’ve shown the ability to sustain the character’s impact.

Nielsen Automotive Advertising Awards voted the campaign the “Automotive Ad of the Year” in 2010, attributing a sales increase of 10% purely due to the halo effect it brought the brand.

Audi and BMW delivered the highest number of campaigns within our overall Top 200, although none reached the giddy heights of those from Kia and Nissan.

Audi’s top campaign was for the A8 (Big Game Commercial: Release the Hounds), which as with Volkswagen, benefitted from the Super Bowl TV viewing figures during February.

BMW’s strongest performance came from an unlikely source; a pair of ads produced by BMW Canada to promote the 1 Series M Coupe – both generated millions of views (3.0 million for Part 1 and 1.7 million for Part 2) and together generated more than half a million social shares.

They were certainly epic and ticked all the boxes for what makes a successful automotive ad. As an added bonus, not a single child or small cuddly animal was exploited to achieve their success, so perhaps there we should recognise them as a moral victor in the category of ‘Purist Car Ads’.

We would also like to acknowledge BMW’s success in maintaining a consistently high level of performance throughout the year, they were the only brand to reach 1 million views in 7 separate videos, with Volkswagen and Kia being next most consistent with 4 videos each.

Volkswagen were in a different league to the others during 2011. Principally because of their record breaking Mini Darth Vader ad (The Force), but they also achieved the highest overall shares per view of 8.63%, narrowly beating Kia with 8.43%. To add some context, before all this success goes to Volkswagen’s head, Gymkhana 4 achieved a shares per view performing of 16.7% making it by far the most effective automotive ad in terms of engagement.

We were in two minds whether to attribute any credit to Ford for Ken Block’s Gymkhana 4 video. Whilst Gymkhana 4′s primary goal is to promote DC Shoes’ clothing and apparel, Ford are a key partner in the campaign and have cleverly used Ken and his Hybrid Function Hoon Vehicle (H.F.H.V) to increase adoption of the Ford Fiesta through the parallel campaign, 43 Fiestas Challenge.

But if we stand back and take stock of the most effective Automotive social video campaigns of 2011, we see top-quality production values, the use of engaging characters and increasingly dramatic storylines.

One consequence of these attributes is that successful video ads are no longer cut down versions of their TV counterparts, but instead bespoke short films lasting anywhere between 2 and 9 minutes – the feature ad. The sales message, if there is one, is firmly hidden away and replaced by entertaining content and a viewing experience that encourages sharing and social conversation.

For 2012, this trend is set to continue, with the most successful brands being those who best understand their audience and embrace their role as entertainers and content providers. Feel free to share your thoughts with us in the comments below, or on Twitter.

Whereas Ferrari choose either the backdrop of a flowing mountain road, or some sideways action with Nando around Fiorano, their Italian neighbour Lamborghini usually adopt a more ‘edgy’ theme and with the more approachable 700 bhp Aventador, they seem more intent than ever to accentuate just how much rage there is left in the old bull.

These latest ads by the agency Philipp und Keuntje GmbH, Hamburg, Germany are beautifully illustrated by Herr Müller and depict four states of pain experienced when driving the Aventador.

Like the car, they’re unconventional, which is clearly Lamborghini’s intent behind the campaign, but it almost feels like they are compensating for the increased refinement and civility which has inevitably touched its most powerful of supercars.

But with Ferrari positioning itself as the automotive equivalent of Don Giovanni, the bull fighters from Sant’Agata are staying true to their heavy metal roots. On acid.

It’s good to see parent company Audi taking such good care of the brand.

The Truth Hurts: Gunshot

“It’s not a car, it’s a weapon. Sounds like a gunshoot and feels like one too.” - Michael Köckritz, Ramp Magazin.

The Truth Hurts: Delirium

“The acceleration is apocalyptic. It can deliver pure delirium on demand.” - James May, Top Gear.

The Truth Hurts: Eyeballs

“If you slam on the brakes at 100km/h, you come to a halt in just 30 meters. Your eyeballs should then pop back into their sockets.” - Ulrich Safferling, Auto-Illustrierte.

The Truth Hurts: Neck

“Gearshifts can be as unforgiving as a professionally executed punch in the neck.” - Jan Baedeker, Classicdriver.com.

Higher-res Image Gallery

It’s a major coup for BMW, not only because Tomczyk was one of Audi’s quickest drivers, but he brings with him the coveted No. 1.

“Our squad of drivers is gradually firming up,” said BMW Motorsport Director Jens Marquardt. “With Martin Tomczyk we are proud to have gained an absolute top-notch driver for our DTM involvement. Despite being fairly young in the touring car context, he is one of the most experienced DTM drivers around: he’s consistently fast, of impeccable character and an out-and-out winner.

In 2011 he was the first driver ever to win the DTM championship in an older spec car. We will do everything we can to consolidate this success with him in the future. Our target is to become competitive as quickly as possible, and from that point of view we see Martin as an extremely important asset.”

After several years in karting, 1998 and 1999 saw Tomczyk compete in the BMW Formula ADAC junior racing series initiated by the ADAC and BMW. Following a year in Formula 3, he took the step up into the DTM, where he has been driving for Audi since the 2001 season. In 2007 and 2011 Tomczyk was voted ADAC Motor Sportsman of the Year.

The highlight of his career so far came this season, in which he celebrated three out of his total of seven DTM wins, made it onto the podium eight times, and became the first driver in DTM history to take the title in an older spec car.

From 6th to 8th December, Tomczyk will get behind the wheel of the BMW M3 DTM for the first time in Monteblanco, southern Spain.

With three BMW factory teams gearing up for the 2012 season, there are now just 2 seats available.

There is no word (as yet) where Tomczyk will next appear, BMW are evaluating drivers for its 3-car entry in the 2012 DTM season and have so far confirmed just 3 of their 6 drivers (Augusto Farfus, Andy Priaulx and Bruno Spengler).

Tomczyk describes his decision as a difficult one that he made only after careful consideration. “I won the Championship for Audi after eleven years together. The entire Audi Sport team and in particular Dr. Wolfgang Ullrich have always been behind me throughout the many years we spent together,” explains Tomczyk.

“I’m delighted that I could repay the trust by winning the 2011 championship title together with team Phoenix. Despite this joint success, and after careful consideration, I have now decided to accept a new challenge. To conclude, I would once again like to thank everybody with whom I have worked together during my eleven years at Audi Sport and assure every single individual that these years were, in hindsight, something very special.”

Tomczyk started his DTM career in the 2001 season as 19-year-old in Team ABT Sportsline with the Abt-Audi TT-R and was, at that time, the youngest DTM driver in history. In 2003 he became Audi factory driver in the ‘S line Audi Junior Team.’ Since 2004 he has competed with the Audi A4 in the DTM, initially for Audi Sport Team Abt Sportsline and for the first time in 2011 for Audi Sport Team Phoenix.

In his sixth DTM season in 2006 he finally recorded the first of his seven DTM race wins to date. By winning the championship title in 2011 at the wheel of a year-old car he achieved the greatest victory of his career up to now.

His country’s motor sport federation Allgemeiner Deutscher Automobil-Club (ADAC) awarded the DTM champion the title of ‘Motor Sportsman of the Year’ ahead of his compatriot and F1 champion Sebastian Vettel. Tomczyk’s father, Hermann, is Sporting President of the ADAC.

“It goes without saying that we deeply regret that he decided, at this moment in time, to seek a new challenge after his most successful DTM season with Audi,” says Head of Audi Motorsport Dr. Wolfgang Ullrich. “I can, however, completely understand that after eleven special years of highs and lows with Audi he would like to try something new – after all by winning the DTM title at the wheel of an Audi A4 DTM he has achieved exactly the goal for which he was worked so hard for many years.

I’m personally delighted that Martin showed his many critics this year because I always believed in him. I can understand that to start he viewed the transfer to team Phoenix and a year-old car as demotion. But it gave, as I hoped, his career new impulses. I always enjoyed working together with Martin. He is a complete professional who I personally hold in high regard. I wish him all the best for the future.”

How Audi will line up in the DTM next year will be decided over the forthcoming weeks. In Mattias Ekström (Sweden) and Timo Scheider (Germany) the Ingolstadt brand has two DTM Champions under contract who have both won the championship twice for Audi. No less than eight of the nine Audi drivers mounted the DTM podium at least once in 2011. Audi currently plans to contest the DTM 2012 with a maximum of seven cars.

BMW will be represented in the DTM by three factory teams, BMW Team Schnitzer, BMW Team RBM and BMW Team RMG. Each team will enter two of BMW’s M3 DTM cars, shown for the first time in its BMW M Performance livery at last weekend’s season finale in Hockenheim.

Spengler made his debut in the DTM in 2005, and has made a solid impression on the series. The 28-year-old has been on the top step of the podium nine times in 74 starts. In addition, the French-Canadian has claimed 11 pole positions and set 12 fastest laps to date. Twice – in 2006 and 2007 – Spengler narrowly missed out on the DTM title, ending up second in the drivers’ classification on each occasion. In 2011 he finished third overall for Mercedes-Benz.

“In recent weeks we have not only been developing the BMW M3 DTM, but have also been working on the driver line-up for our return to the DTM,” says BMW Motorsport Director Jens Marquardt.

“Outside our current line-up, Bruno Spengler was one of our top choices. Despite his youth he has a lot of DTM experience, which will greatly assist us during our development phase and on race weekends. For this reason, we did not hesitate when the opportunity to sign Bruno up arose. We have yet to decide which of our three teams he will drive for. That will be announced at a later stage.”

Spengler initially made his name in Formula Renault and Formula 3 before making his debut in the DTM in 2005. He scored his first points with a sixth place at the Lausitzring (DE) and went on to claim his first win at the Norisring (DE) a year later. He followed up that victory with his first pole position at the Nürburgring (DE). He has since developed into one of the top drivers in this series.

BMW works driver Dirk Werner completed two laps of the Hockenheim track in the “BMW M Performance Accessories M3 DTM”, with eight-time Le Mans winner Tom Kristensen joining him in the new 2012 Audi A5 DTM.

Audi’s Hans-Jürgen Abt spoke about his enthusiasm for the 2012 season, “I’m already looking forward to a new era in the DTM. Continuing with the new cars for Audi and meeting with BMW as another competitor is a huge challenge. For the team as well it’s a huge task. It has to sort itself anew with the new technology.

2012 Audi A5 DTM driven by Tom Kristensen

I know that I’ve got a tremendous squad. I look forward to us taking on the competition. That has always been our strength, particularly at the beginning of such a new era. We’ll let ourselves be surprised.”

BMW Motorsport Director Jens Marquardt said: “This event was something very special for us. Since the early morning there have been clusters of people around our car, and it was simply breathtaking to be able to present our car in front of such a crowd.

The reactions to our car were all positive. Today gave us all a lot of extra motivation to present ourselves in top form in half a year’s time at the same venue.”

Fitted with a powerful new V8 engine generating approximately 480 bhp, the M3 DTM accelerates from 0 to 62 mph in a little over three seconds and has a theoretical top speed of nearly 190 mph.

BMW works driver Dirk Werner commented: “It was a great experience to be able to do today’s demonstration laps. Obviously I drove the BMW M3 DTM at the recent tests – but a stage like this really is something special. You could feel the spine tingling atmosphere even in the car.”

2012 BMW M3 DTM which was driven by Dirk Werner at Hockenheim today

The new “BMW M Performance Accessories” livery of the BMW M3 DTM had been presented to a few members of the public at the BMW Autohaus Krauth in Heidelberg (DE) on Friday.

Around three months earlier, on July 15th, the BMW M3 DTM concept car was officially presented at the BMW Welt in Munich (DE). From 2012 on, BMW will compete in the DTM with three strong teams, the BMW Team Schnitzer, the BMW Team RBM and the BMW Team RMG. The BMW works drivers Andy Priaulx (GB) and Augusto Farfus (BR) have already been confirmed as drivers for the 2012 season.