Hundreds of people are being inconvenienced while the mountain road is closed for a publicity stunt for German car manufacturer Audi.

The road is being shut from Ramsey Hairpin to the Creg-ny-Baa for seven afternoons.

The first was on Thursday and the road will be shut on every day to and including July 19, excluding Sunday, from 12.30pm to 4pm.

The Department for Enterprise says 70 journalists are expected to attend.

Laurence Skelly MHK, Minister for Enterprise, said: ’This is an exciting opportunity to showcase the island’s momentous motorsport reputation while also profiling the stunning landscapes and locations that the Isle of Man has to offer.

’The event will be the first product launch ever for Audi in the Isle of Man and will be well-covered by key media around the world.

’It has been positive to work with such a significant, international company and the event shows clear affirmation to our TT co-existence agreement with Audi and the continuing draw of our famous mountain course.’

Speaking to iomtoday.co.im, Mr Skelly added that, while Audi was not paying financially for its time in the island, the launch was beneficial to local businesses.

He said that the added benefit would come once the coverage of the launch was published as the island’s already-famous roads would be seen by even more people and possibly more manufacturers.

Mr Skelly added that the department had limited the impact on the wider community by closing the mountain road at off-peak times. Print and video journalists from across the motoring world will come and go to the island each day, with more than 70 expected throughout the week.

Ray Harmer MHK, Minister for Infrastructure, said: ’I’m pleased that Audi’s request to use our roads and scenery has been accommodated.

’The closure will provide terrific photo and filming opportunities, especially car-to-car shots, which will be exposed to international audiences.

’While we try to limit the impact of road closures on people and businesses this is an exceptional opportunity for the island as a whole. The closures have been timed to minimise the impact on commuter traffic at both ends of the day and to take account of planned sporting events in the area.’

Thomas Behres, head of Audi communications events, said: ’The Isle of Man and the TT motorcycle races are a source of fascination for motorsports fans all over the world.

’What’s more, the name of today’s Audi TT dates back to Ewald Kluge’s DKW motorcycle victory in the Lightweight class of the 1938 TT.

’We look forward to celebrating 20 years of Audi TT on the beautiful location of the Isle of Man.’

Aside from the impact to motorists, a fell running championship event has also been inconvenienced by the Audi launch.

The Kate Burge Sea-To-Summit English fell racing championship starts at noon on Laxey beach on Saturday with competitors heading to the top of Snaefell.

While competitors will be able to use the bridge to cross the mountain road at the Bungalow, spectators and reporters of the event will struggle to make it from the start to the finish line in time.