Audi Sport

Audi Sport. Uncomplicated and unambiguous, this is now the official, over-arching name for Audi’s high-performance vehicles and related activities.

From the exclusive RS high-performance machines and the flagship R8 ‘everyday’ supercar, to Audi’s wildly successful global motor sporting activities, the Audi Driving Experience and a ‘kid-in-a-lolly- shop’ showroom attraction for customers.

Bringing the brand’s exclusive totemic sporting models and exceptional associated activities of a sporting nature together under the Audi Sport brand makes good sense.

It’s a different take on one-stop shopping.

Speaking at the launch at the Phillip Island circuit, Audi Australia’s managing director Andrew Doyle explained the move:  

“The ‘brand-within-a-brand’ concept is an effective way of bringing together all of the exciting elements of our motorsport heritage and the performance characteristics of our company under the new name of Audi Sport.

 “It’s about heritage, success, emotion and top performance – these are the aspects of the Audi Sport brand that we want to highlight to consumers.” 

With a backdrop of a beautiful yet menacing aluminium-bodied old pre-war Auto Union grand prix racecar and ’80s Audi Quattro rally beast emphasising the history in motorsport, Mr Doyle said the catch-all grouping of all of the exciting models and activities under the new Audi Sport banner “signals our intent to be the best performance car brand” in Australia.

Australians have already demonstrated a clear passion for luxurious performance cars, with current demand for Audi’s sporty premium models running at unprecedented levels – and growing sharply.

RS variants are now part of every model tier from A3 to A7 in the Audi car range. Additionally, SUV adherents can buy the swift RS Q3 SUV while the ultimate is the magnificent R8. 

RS (and R8) versions are coveted for their potent engines, tenacious quattro grip, massive brakes and sensible sporty suspension tune, all elegantly dressed up with premium features and styling touches. Not to mention glorious exhaust sounds.

These ferociously quick brand spearheads are rapidly assuming cult status in the demanding performance car arena. Not an incautious man, Audi’s Andrew Doyle nevertheless expects to double Audi Sport sales volumes by the end of 2016.

With the sweetest of timing, the unveiling of its exclusive Audi Sport brand-within-a-brand was followed in October by the dynamic and much-anticipated RS 3 Sportback which at $78,900 is the most affordable Audi Sport car sold in Australia. With 270kW and 465Nm from a 2.5-litre TFSI, it will launch from standstill to 100km/h in a slick 4.3 seconds.

The RS3 will be followed by an all-new version of the V10-powered hi-tech R8 with its aluminium and carbon-fibre construction and replete with Audi’s new virtual cockpit and a clever new quattro system.

Fifteen dealerships across Australia will feature special Audi Sport retail corners, showcasing the latest Audi Sport models, branded accessories and merchandise. Intended to indulge brand enthusiasts, the liveried corner will be staffed by knowledgeable sales people who will communicate the Audi Sport message. Of course those customers not in the vicinity of the nominated 15 retail sites will be able to order and take delivery of Audi Sport products at any Audi dealership around Australia.

Audi Sport becomes the name for Audi’s premium performance products from the acclaimed quattro GmbH.

Under the Audi Sport umbrella too is the Audi Drive Experience, which in four years, has shown more than 4,000 guests how to extract the best from their performance models. Led by Steve Pizzati, the team of eight instructors is proud of its accumulated tally of 64 starts in the Bathurst 1000.  

Enthusiasts with aspirations can also progress to the Audi race experience where, one-on-one in an R8 LMS at Phillip Island, they are expertly guided through a five-step, day-long process. This includes on-track tuition covering racing lines, technique and overtaking, plus full race data analysis and engineer debriefing.

Emphasising the clear technology transfer from motorsport to the road cars, Audi’s World Endurance Championship (including Le Mans) and DTM activities are also integral pillars of the Audi Sport brand.

Racing R8 LMS GT3 cars are successfully competing in many different national sports car championships around the world, including Australia where it has also triumphed twice in the annual Bathurst 12 Hour.

Winning the 24 Hours of Le Mans 13 times in the last 16 years is a record unlikely to be approached by rival makes and it is interesting to note how the lessons learned in the world’s toughest endurance race are constantly applied to Audi’s road cars.

Highlighting that connection, five-time winner of the 24 Hours of Le Mans with Audi, Emanuele Pirro, was present at the announcement at the Philip Island Grand Prix track where he spoke with great conviction of his personal experiences with the brand.

“I am proud to remain part of the brand to share my experiences with Audi on the track. I feel like I’m part of a much bigger project with a real benefit to Audi drivers who benefit from racing technology in their road cars,” said Pirro.

“The Audi Sport brand has evolved into something very exciting, with a rich history of motorsport success and a diverse range of emotional sports cars.”

Pirro then shook off any jet lag to give those present a couple of outrageously quick laps of Phillip Island aboard an R8 LMS track machine.

An Audi Sport car with an Audi Sport activity. Actions, as they say, speak louder than words.