Audi positions itself as the most sporting automobile manufacturer in the premium segment and has the perfect basis for this: motorsport.
A dynamic sporting image, ground-breaking technology and emotional design are the primary components for the Audi brand’s success. The genes for this originate from more than 30 years of successfully operating at the highest level in motorsport.
If one excludes the days of the legendary Auto Union Grand Prix cars from the 1930s, the AUDI AG motorsport history opens with the Audi quattro. The convincing wins and two Manufacturers’ to back up a pair of Drivers’ titles with the "Ur-quattro" in the FIA World Rally Championship at the beginning of the 1980s are an important factor for
the marketing success of quattro drive.
Audi subsequently makes the quattro drive fashionable also on the race track and demonstrates "Vorsprung durch Technik" once again - initially in the Trans-Am and IMSA GTO series’ in the USA, with two DTM championship titles in 1990 and 1991 and finally with a unique worldwide winning streak with the production based
Super Touring Cars.
After quattro drive is banned from touring car racing, Audi swaps to sport prototypes and has gone on to strengthen its company slogan "Vorsprung durch Technik" in this motorsport category as well - introducing TFSI and e-tron hybrid technology. Audi has already won the 24 Hours of Le Mans twelve times, in 2006 as the first automobile manufacturer in history with a diesel engine and in 2012 using hybrid technology. In 2012 and 2013 Audi also wins the driver's and manufactureres title of FIA World Endurance Championship. Parallel to this Audi has secured the prestigious DTM title six times since 2004.
In 2009 Audi establishes a successful customer racing programme with the R8 LMS. Up to the end of the 2013 season the GT3 sports car has won 23 championships worldwide.