Audi R8 E-tron, S7 Sportback Gear Up for Iron Man 3


  • Iron Man 3 Picture

    Iron Man 3 Picture

    Audi vehicles will be featured prominently in the Iron Man 3 movie. | March 07, 2013

2 Photos

Just the Facts:
  • The Audi R8 E-tron and the Audi S7 Sportback are set for starring roles in the upcoming Iron Man 3 movie.
  • The main character Tony Stark, played by Robert Downey Jr., will drive an Audi R8 E-tron in the film, while Gwyneth Paltrow, who plays his girlfriend, will drive the Audi S7 Sportback.
  • The movie hits U.S. screens on May 3.

HERNDON, Virginia — The Audi R8 E-tron and the Audi S7 Sportback are set for starring roles in the upcoming Iron Man 3 movie.

The main character Tony Stark, played by Robert Downey Jr., will drive an Audi R8 E-tron in the film, while Gwyneth Paltrow, who plays his girlfriend, will drive the Audi S7 Sportback.

The movie hits U.S. screens on May 3. The R8 E-tron is featured in the movie's trailer.

The Audi R8, R8 Spyder, A8, S5 and Q7 had roles in the first two installments of the Iron Man franchise.

German automakers, in particular, seem to be intent on showcasing as many of their products as possible in movies.

The 2013 Mercedes-Benz G-Class and Unimog took center stage in the recently released movie A Good Day to Die Hard. Parent Daimler said 70 Mercedes-Benz vehicles, including the Mercedes-Benz C-Class, E-Class, G63 AMG and a Maybach 57, served as "hero cars" in the Bruce Willis film. It has become something of an Internet craze to try to figure out just how many of those cars were destroyed in the making of the movie.

Audi appears to have carefully worked its products into the Iron Man story line.

"This is a strategic collaboration for us," said Loren Angelo, Audi of America general manager of brand marketing, in a statement on Wednesday. "Similar to the position of the R8 as an innovation leader, Iron Man's character consistently evolves throughout the trilogy as he masterminds new trends in technology and engineering."

Edmunds says: Audi makes another good brand-placement call given the past success of the Iron Man franchise.

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