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Audi electric car prototype to star in Iron Man 3

Audi is returning to the big screen in a big way with the Audi R8 e-tron electric car making a splash in Iron Man 3. We'll probably get our best look yet at the Audi R8 e-tron when Iron Man 3 opens on May 3, Read writes.

By Richard ReadGuest blogger / March 7, 2013

An Audi logo is shown at the 2013 Pittsburgh Auto Show in Pittsburgh. Audi tried a new, more social, advertising scheme for this year's Super Bowl.

Gene J. Puskar/AP/File

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Movies, books, and television shows can boost a brand to new heights. Think Risky Business and Ray Bans, or E.T. and Reese's Pieces.

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More recent examples of great product placement include The Italian Job, which helped relaunch the MINI brand in the U.S. Or Transformers 2, which wasn't well-received by the critics, but still managed to spark sales of the Chevrolet Camaro. And as some of you may know, the hugely popular Fifty Shades of Grey has a very soft spot for Audi, which hasn't gone unnoticed by the erotic trilogy's mostly female readership.

Now, Audi is returning to the big screen in a big way. The brand made a splash in the first andsecond installments of Iron Man, and in about two months, it'll come back for round three.

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In Iron Man 3, inventor/superhero Tony Stark drives another fashion-forward Audi. This one may look similar to the Audi R8 hardtop he drove in the original Iron Man, but in fact, it's the R8's all-electric e-tron variant -- which is, sadly, still just a prototype. 

(And just in case you didn't get the Audi tie-in, Stark's sweetheart, Pepper Potts, will drive an Audi S7 Sportback throughout the film.)

Does this mean that Audi is finally putting the R8 e-tron into production, after years spent bashing electric cars, then promising e-tron versions of every Audi model by 2020, then unplugging the e-tron program (or at least the R8 version) altogether? No one can say.

All we know for sure is that we'll probably get our best look yet at the R8 e-tron when Iron Man 3 opens on May 3 (or April 25 for those who live near an IMAX theatre).

For more info about the R8 e-tron and Iron Man, pay a visit to our colleagues at Motor Authority

 

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