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Brady crash a roundabout endorsement for Audi S8

Posted by Bill Griffith  September 16, 2010 05:38 PM

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(AP Photo/Bill Sikes)

There was nothing funny about "The Accident" involving Tom Brady. People were hurt, cars were damaged, lives were impacted. Outside of the media, which had a field day with the coverage, no one enjoyed it.

Brady's agents, Don Yee and Steve Dubin, took the silent route on the incident, hoping it would go away quickly.

However, there are some things still to note.

The S8, the performance-oriented version of Audi's A8 flagship sedan, ceased production in 2009. So any jokes about Brady crashing the 2010 to get the 2011 model weren't quite right. It's scheduled to resume production next year as a 2012 model.

The car, which has a sturdy aluminum unibody construction, is powered by a 450-horsepower V-10 engine that Audi took from its Lamborghini subsidiary. It also has a beefed-up suspension, heavier duty brakes, and Audi's Quattro all-wheel-drive system, something that should get a quarterback to Gillette Stadium in time for practice or games in case of a late-season snowstorm.

That can count. Several Patriots' players were sent home last December after being a few minutes late for practice on a snowy morning.

The S8 weighs in at 4,600 pounds with a big front impact-absorbing zone. It also has a full complement of airbags, though they didn't deploy in this crash, something that even Brady acknowledged was a surprise.

A person familiar with Brady's promotion said that "Audi is guaranteed to see a spike in sales and interest in its cars from this."

Audi did not return calls for comment. Clearly, it's a silent endorsement that Audi couldn't or wouldn't use; however, it's also the kind of publicity the company couldn't buy.

One of the nation's most popular and recognizable athletes emerges to all appearances unscathed from a fairly serious accident and helps his team to a season-opening victory three days later.

If you're in the market for a luxury performance car, clearly Audi will be on your list along with the likes of the Jaguar XJ, Mercedes-Benz S-Class, BMW 7 Series and Maserati Quattroporte.

This blog is not written or edited by or the Boston Globe.
The author is solely responsible for the content.

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Clifford Atiyeh is an automotive writer and car enthusiast . He has spent his entire life driving cars he doesn't own.
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Bill Griffith is a veteran Boston Globe reporter, having reviewed cars for more than 10 years and serving as assistant sports editor for 25 years. He was also the paper's sports media columnist.
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