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GERMAN CAR firms sometimes can’t resist mixing car launches with the world of celebrity and the result is sometimes a little awkward. You can understand why Audi would choose Miami to launch its new flagship A8. It is a centre of art and design and home to many of the car’s key potential customers as they seek winter sun and ways to improve their art collection.

But asking Hollywood actress Lucy Liu to stumble through an awkward autocue-prompted interview with an Audi designer and British artist, Tom Dixon, looked like a distraction. It was a far cry from the considered, minimalist approach so often a hallmark of an Audi reveal. But the new A8 may have to shout quite loud to get noticed.