"After eight years of successful partnerships with Marvel, Audi aligns with the evolving narrative of the Tony Stark character to showcase the all-new, redesigned 2016 R8," said Loren Angelo, Audi of America director of marketing, in a statement.
"Having been part of the character's storyline for the past three Iron Man films, it is a perfect fit for Audi to return in Marvel's Avengers: Age of Ultron with Tony Stark driving the iconic supercar in its next generation."
Audi said it has been working with Marvel's comic book creator Stan Lee to create a short video that will appear on the Audi YouTube channel closer to the release of the movie.
To Audi, Tony Stark represents the perfect Audi buyer.
"The character Tony Stark continues to evolve and represent a truly modern renaissance man — an industrialist, engineer and leader in his new work," said Giovanni Perosino, Audi AG head of marketing communication, in a statement. "It's this type of innovator that carefully selects their cars and is exactly who would be driving the next-generation Audi R8."
Edmunds says: This movie ends up being part entertainment, part shopping trip for car buyers who are interested in the Audi brand.