‘Audi Man’ Tony Stark takes R8 for a spin in latest superhero flick

Tony Stark, played by Robert Downey Jr., drives a 2017 Audi R8 V-10 plus coupe in Captain America: Civil War.

Allegiances will be in question during the upcoming superhero flick Captain America: Civil War as friends turn to foes.

But the alliance between Tony Stark and Audi will be as solid as ever.

Stark, played by Robert Downey Jr., will take the wheel of the 2017 Audi R8 V-10 plus coupe in the film. Audi’s product placement has led to Stark driving several variants of the R8 in Marvel films, beginning with 2008’s Iron Man.

Loren Angelo, director of marketing for Audi of America, says “there’s a level of wit and tone with Tony Stark that is smart and entertaining.”

“We believe greatly in Tony Stark. He is one individual [whose] word carries a lot of weight,” Angelo told Automotive News. “By having him drive our cars, we see only positives coming from that.”

Other Audi products in Captain America: Civil War are the 2017 SQ7 crossover, the A4 and the A7 Sportback. The Prologue concept will make an appearance as the “model of choice” of hero Black Panther, played by Chadwick Boseman, Audi says.

The automaker, as it has done in the past, launched a new digital spot today pitching its vehicles while mixing in film footage. In the spot, a family in a SQ7 gets caught in the middle of a chase involving Captain America, Black Panther and the Winter Soldier.

The campaign will also have a 30-second commercial airing on TV.

The action-packed Marvel films have transcended generations, which allows Audi to connect with baby boomers, Gen X, millennials and “young up-and-comers” who are going to aspire to the brand in the future, Angelo said.

“What Tony Stark and the Marvel film properties represent for us as a brand is they are part of the culture of our society,” Angelo said, adding: “What Marvel has been able to create, utilizing Captain America, Thor, Iron Man and now the Avengers property [is] something that America aspires to.”