The all-electric Audi R8 e-tron prototype sports car is driven by Robert Downey Jr in the film IRON MAN 3. It was shipped over especially from Germany to be displayed on a specially erected plinth alongside the red carpet at the film premier in London.
As well as showcasing Audi technology with the Audi R8 e-tron, Iron Man 3 also features the Audi S7 Sportback, driven by Paltrow's character Pepper Potts, CEO of Stark Industries and girlfriend of Tony Stark. The film also includes product placement of the Audi A8 L, A6, S5 Coupé and Q5 models.
To promote the movie, Audi has joined forces with Disney to launch an integrated campaign including advertising and promotional support.