The Audi Sport brand – the attribute of sportiness

For 35 years, Audi Sport has stood for success of the four rings in motorsport. From the legendary original quattro for the World Rally Championship in 1981 to the current Le Mans prototypes and DTM race cars, Audi Sport has been developing all sports cars for racing in Ingolstadt and Neckarsulm. The racing department of AUDI AG has since become a brand in its own right under which the company concentrates its entire sporting expertise.

The move of the sport department into the new Competence Center Motorsport (KCM) in Neuburg last fall also marked the beginning of a new era. This unit of Technical Development at Audi in Neuburg under the direction of Head of Motorsport Dr. Wolfgang Ullrich is responsible for the factory-backed motorsport commitments in the FIA World Endurance Championship (WEC) and in the DTM.

Audi Sport customer racing has been residing in Neuburg since 2015 as well. Romolo Liebchen is responsible for customer sport with the successful Audi R8 LMS GT3 sports car.

In addition, the Audi Sport brand includes the Audi driving experience, which is also located in Neuburg plus, effective immediately, the sportiest Audi production models developed by quattro GmbH: the Audi R8, the second generation of which will be launched on the market in summer of 2015, and the continually growing range of RS models which currently consists of the RS 3, RS Q3, RS 4, RS 5, RS 6 and RS 7.

The Audi Sport logo with the distinctive red diamond has been increasingly visible at race tracks and in advertising since last year. In 2015, the next step will follow by consistently introducing the Audi Sport brand at dealerships. “Audi Sport stands for successful motorsport, pioneering technologies and sportiness with top performance,” says Horst Hanschur, Head of Sales Strategy at Audi. “It was a logical move to start offering our customers our sportiest production models with this attribute as well. After all, there’s no other automobile manufacturer who practices technology transfer between motorsport and production more consistently and directly than Audi.”