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How Porsche will be integrated into VW

By Georg Kacher Motor Industry 20 November 2009 12:32 Although Porsche won't be a fully integrated member of the Volkswagen group before mid-2011, the sports car maker can even at this early point in the merger no longer make independent strategic decisions. After all, Martin Winterkorn has effectively been appointed head of the Porsche SE Holding which in turn employs the Porsche AG chairman Michael Macht.  With a takeover as costly and complicated to fund as this one – all in all, VW will have to fork out a staggering €16 billion to absorb the latest family member – it is only logical that the new owner wants to get the restructuring process going asap. Overnight, Porsche has become easily VW's most expensive brand.How VW will integrate PorscheTo protect and eventually enhance its value, the powers in Wolfsburg will leave no stone unturned to rearrange the product portfolio, to streamline R&D, to shake up purchasing and production, and to ensure a variety of synergies which are estimated to range from €500m to €750m per year.

Lamborghini Egoista concept

To celebrate the 50th birthday of Sant'Agata's most famous export, Volkswagen Group Design Director Walter de Silva led a team in the creation of the wild Lamborghini Egoista concept. "I am very attached to this Italian brand, being an Italian myself," said de Silva at its unveiling. "I wanted to pay homage to and think up a vehicle to underline the fact that Lamborghinis have always been made with passion, and with the heart more than the head." This single-seat, V10-powered sportscar – with Alessandro Dambrisio responsible for its exterior design and Stefan Sielaff its interior – is an extreme interpretation of the faceted aesthetic introduced by the 2007 Reventón and last seen on the Veneno shown earlier this year at the Geneva motor show.

Sex sells in 2013 Super Bowl ads

Super Bowl car ads are big business. To create even more of a buzz, many automakers pre-release commercials on YouTube in the days leading up to the big game. So far Audi, Volkswagen, Fiat, Hyundai and Mercedes-Benz have released ads.