Not being in the US and therefore not being particularly involved in the Super Bowl, it’s easy for us to underestimate just how blatantly Audi takes aim at Mercedes in this car commercial for the Audi A8. The spot will screen at the Super Bowl - an event which has often been described as the US’ most important advertising opportunity. As Audi tries to establish its foothold more firmly on the US market, we can only imagine that this screening is essential to that strategy. While we would have chosen a different theme, the ad is based on a popular children’s book called Goodnight Moon, and we expect there are well-reasoned motives behind that. See what you think in the video above.

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Is diesel becoming more popular on the US car market? Audi seems to think so and its sales results would prove the hypothesis. According to Automotive News, 50 percent of Audi A3 sales in the US are diesel and about 40 percent of Audi Q7 sales are, too. Given that, the rest of the models in the Audi range will offer a diesel in the line-up from 2015 including the A8, A6, A4 and Q5.

While here in Europe we’re already very familiar with these models, Audi’s bet is they will become more popular in the US as stricter fuel economy laws come into play in coming years. The drive is also coming from dealers who are demanding more diesel models as stocks run out.

BMW and Mercedes also have limited diesel offerings on the US market but if Audi gets its plan underway, it could have a head start and sales targets for diesels in the future could be up from the current 5.5 percent of the range to 20 percent. As the guys at Autoblog.com point out though, what we’d really love to see would be the Audi R8 V12 TDI go into production.

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