PSFK is back at Javits today for another slightly brief visit to the New York Auto Show. The rest of the press pool was looking a little more sluggish after...

PSFK is back at Javits today for another slightly brief visit to the New York Auto Show. The rest of the press pool was looking a little more sluggish after yesterday’s nonstop launch schedule. Today we stopped by Audi for the S5/A5 launch, Subaru to see the new Impreza WRX, and Kia to have a look at their Soul concept car.

The Audi S5 looks good. I was initially skeptical of the direction towards more rounded sculpted surfaces on the exterior, but it really is well done. The front end continues the brand direction of the large grill with the center black bar. The real character comes in the headlights and the lower fascia where the shapes are directionally oriented to the front. This gives it that ‘get out of my way’ tone. Audi also handed out probably the most expensive media kit I’ve ever got. It’s a hard bound case containing a recess for the CD and a pocket for the beautifully produced large size photo and text books. The flap magnetically seals which is a nice touch.

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