By Ryan Parsons | Image property of Paramount Pictures.
Following Bond's lead, who drove the Aston Martin DBS in Casino Royale, millionaire Tony Stark will drive Audi's R8 supercar in Iron Man.
Stark to Drive an Audi in Iron Man
Marvel Studios has partnered with the German automaker, Audi, to find Tony Stark's ride. Iron Man's car of choice will be the Audi R8. This, however, will not be the only model featured in the film.
The upcoming S5 sports coupe is also driven by a lead character in the movie. Audi's A6 sedan and Q7 SUV will make onscreen appearances in the pic as well.
As part of the agreement, Audi will likely kick in tens of millions of dollars to help promote the film's release on May 2nd. The cross promotion is crucial for Marvel, given that Iron Man is the first film that they are self-financing. Marvel also hopes that Stark's ride will aid in introducing a character not as well known as Superman or Spider-Man.
"It's a big deal whether it's a character that millions of people are familiar with or if people are not as familiar with," said Marvel Studios prexy of production Kevin Feige. "There's so much product going out that anything you can do to make your film stand out is important."
Audi wasn't the only carmaker that auditioned its line of models for the film, but it was the R8 that helped seal the deal for Audi.
"The car fit very well with the aesthetic the production designer was putting together," Feige said. The R8 hooked filmmakers in part because elements of the car's design closely resemble Iron Man's superhero garb.
Audi hopes the car fits the character. When you have a millionaire with refined tastes in gadgetry, one would feel honored to have the person drive one's vehicle.
"With his ingenuity and passion for technology, Tony Stark personifies Audi's values," said Dirk Roder, Audi international film marketing, entertainment and gaming. "He's the kind of guy every girl wants to date and every guy wants to be."The sleek $108,000 car, which was launched this year, features an engine housing in the rear of the car that glows at night, mimicking the glowing chestplate Stark must wear to stay alive.