Audi Sport GmbH: 40th anniversary insights
October 10, 2023, marks the 40th anniversary of Audi Sport GmbH, which evolved from quattro GmbH. In early summer, Audi started the events to celebrate this anniversary in parallel with the Nürburgring 24 Hours and an exhibition at the Neckarsulm facility.
40 facts about 40 years of Audi Sport GmbH
To mark the 40th birthday of Audi Sport GmbH, which evolved from quattro GmbH founded in 1983, the company presents 40 exciting facts.
Interview with MarcLichte: “Sporty carsare adrenaline that has assumed a shape”
Audi RS models thrill fans of the four rings thanks to their advantage in technology and styling. On the occasion of Audi Sport GmbH’s 40th anniversary, Head of Audi Design MarcLichte recalls innovations that have turned into traditions – and that continue to be sources of inspiration.
Red rhombus meets “Green Hell”: 40 years of Audi Sport GmbH with a special kick-off at the Nürburgring
Almost 40 years ago – on October 10, 1983 – Audi Sport GmbH, as it is known now, was founded as quattro GmbH. Today, it shapes the sporty and exclusive image of the brand with the four rings. At Audi, the vehicles with the red rhombus stand for performance and sportiness. The birthday celebrations began at the 2023 Nürburgring 24 Hours.
Audi Sport GmbH is currently involved in four business areas:
In addition to the development and production of high-performance models, it is responsible for both factory and customer motorsport for the brand with the four rings. In addition, vehicle customization via the Audi exclusive program and the sale of high-quality lifestyle collections from the Audi collection are among its core areas.
In Munich, Audi's first all-electric model based on the Premium Platform Electric (PPE) will make an appearance as part of the Group Media Night to kick off the show and on the Summit press day at the trade fair. At the Open Space area, which is open to the public, Audi will showcase its EV fleet and the electric concept car Audi activesphere concept. The fifth Audi charging hub will also open in Munich.
How the interior of the Audi Q6 e-tron applies the brand’s new design philosophy in series production
Designed from the inside out: The interior of the new Audi Q6 e-tron model series is tailored more closely than ever to the user’s needs and has been reimagined accordingly. For example, the three-dimensional, high-contrast design deliberately places elements in the foreground or background, creating a three-dimensional spatial architecture with aesthetics and ergonomics perfectly tuned to the occupants. The Audi Q6 e-tron is the first model series based on the newly developed Premium Platform Electric (PPE) and the new E3 electronics architecture. Both serve as the basis for rethinking the interior’s design and range of functions. Technology and aesthetics are in perfect balance in the Audi Q6 e-tron. If you are a member of the press and would like to receive further press materials, please contact our spokespersons.
Expressive design and new lighting technology – the upgraded Audi Q8
Audi is updating the flagship of the Q family with a pure design and upgraded technology. The revised exterior aesthetic with new front and rear aprons underscores the strong character of the SUV coupé. The optionally available S line exterior package caters to customers who desire more sportiness. For the first time, Audi is equipping the Q8 with HD Matrix LED headlights, including a laser as an additional high beam. These headlights feature digital daytime running lights and selectable light signatures.
Nowhere is this attitude as palpable as in the brand’s concept cars. With the Audi skysphere, Audi grandsphere and Audi urbansphere concepts, Audi is illustrating its vision of progressive luxury.
The word “sphere” in the names emphasizes that the inner space – the interior – will be granted heightened importance in the mobility of the future. The interior will become the foundation for design and technology, turning the vehicle into a sphere where the passengers can enjoy life and experiences while on the go – a third living space.
For Audi, this includes a comprehensive ecosystem of automotive services: communications or relaxation, work or retreat in privacy – the car is transforming from a mere automobile into an experience device. With the sphere series, Audi is showing off its vision of the electric premium mobility of the future.
Audi activesphere concept (2022) Audi activesphere concept – this is the name of the fourth model in the family of concept cars that Audi has been introducing since August 2021. Not only do they all have electric drives, but they’re also designed to be capable of automated driving. This technical layout gives rise to entirely new designs, especially of the interiors and the offerings for those on board to use their time productively or just relax. Audi’s sphere concept cars collectively showcase the vision of the premium mobility of tomorrow.
Audi urbansphere concept (2022) Systematically designed from the inside out, Audi has unveiled plans for the Audi urbansphere concept car. Designers and engineers initially created the Audi urbansphere for use in traffic-dense Chinese megacities, although the concept is also suitable for any other metropolitan center in the world. In these urban areas, where personal space is in particularly short supply, the concept car offers the largest interior space of any Audi to date.
From compact cars to super-sportscars, Audi Sport GmbH offers a wide range of models that thrill with powerful performance and pure emotions. Audi Sport GmbH is continuing its model offensive with the Audi TT RS Coupé iconic edition, the RS 3 performance edition, the RS Q3 edition 10 years and the R8 Coupé V10 GT RWD. The four special models represent exclusivity and driving pleasure in the highest dimension and mark the pinnacle of their respective model series.
“Lighting technology and lighting design have been success factors for our brand for decades, becoming a key area for Audi. This has allowed us to continue setting new benchmarks in the automotive industry,” explains Oliver Hoffmann, board member for Technical Development. “The digitizationof lighting enables us to offer completely new functions that we can use to increase safety again significantly. For example, in combining the digital OLED taillights with proximity indication, we can communicate with the outside world depending on the situation. In addition, this taillight technology enables our customers to select their taillight signature via the MMI for the first time – something that is only available from Audi.”
How Audi’s lightdigitization is pointing the way toward the future Safety and customer satisfaction come first at Audi. They arepart and parcel of the success of the company with the four rings. In that context, light technology is steadily growing more important and creating a wider range of possibilities and perspectives, from added safety for the driver, to external communication and individualization. Systematic lightdigitization is making all of this possible. It is particularly visible in the new Audi A8: the forward-looking Digital Matrix LED headlights and digital OLED rear lights raise the customer experience to a whole new level: for the first time in any Audi model, light is completely digitized. The car can be individualized even further through its digital OLED rear lights. The Digital Matrix LED headlights also include three new functions: advanced traffic information, a lane light with direction indicator lights on highways, and an orientation light on country roads. These features not only demonstrate Audi’s “Vorsprung durch Technik,” they also add value.
Electrically powered cars not only need to heat the interior in winter, but also to keep the battery system at the right temperature. This is because low outside temperatures have a negative effect on the performance of high-voltage batteries. Audi experts Pierre Woltmann and Thomas Anzenberger explain in an interview why concerns about excessive range loss in electrically powered Audi models are unfounded. Also: Eight tips on what Audi customers can do to keep the high-voltage battery of their e-tron model efficient in winter.
Handling the Norwegian winter with Audi e-tron
How does an electric carwork in the Nordic cold? A Norwegian family who has driven the Audi e-tron since 2019 shares their experiences. Alongside explanations from Audi’s own technicians, this will give you the best insight into how the Audi e-tron performs in a cold climate and on icy roads.
Electromobility in winter: Intelligent thermal management in Audi models preserves range and performance
In the winter, electrically powered cars have to bring the interior and the battery system to the right temperature. This double task already requires a lot of energy from them. Low exterior temperatures exacerbate the problem – and affect high-voltage batteries’ performance. Nonetheless, concern over excessive loss of range in electric Audi models is unfounded: with intelligent thermal management, the brand provides outstanding performance and range in its cars; special protective mechanisms ensure long battery life. In an interview, Pierre Woltmann, head of thermal management for high-voltage batteries at Audi, and Thomas Anzenberger from thermal management virtual functional development explain how the company with the four rings is effectively meeting the challenges of winter operation.
Like a first class flight, the 5.35 m (17.6 ft.) long grandsphere sedan combines the luxury of private travel in the greatest of comfort with a comprehensive onboard experience offering. Level 4 automated driving makes new dimensions of freedom possible: in this mode, the interior turns into a spacious sphere of experience without a steering wheel, pedals, or displays. And the front seats become a first class lounge with maximum space, freer views, and access to all the functions of a holistic digital ecosystem that the Audi grandsphere is integrated into.
First class toward the future
The private jet for the road – At the IAA 2021, Audi is presenting the Audi grandsphere concept study. Like a first class flight, the 5.35 m (17.6 ft.) long grandsphere sedan combines the luxury of private travel in the greatest of comfort with a comprehensive onboard experience offering. Level 4 automated driving makes new dimensions of freedom possible: in this mode, the interior turns into a spacious sphere of experience without a steering wheel, pedals, or displays. And the front seats become a first class lounge with maximum space, freer views, and access to all the functions of a holistic digital ecosystem that the Audi grandsphere is integrated into.
“Vorsprung 2030”: CEO Markus Duesmann on Audi’s sustainable premium mobility transformation (key statements)
The name says it all when it comes to the Audi Media Days in the run-up to the IAA MOBILITY 2021 in Munich: Audi is “#FutureReady”. The company is resolutely transforming itself into a provider of sustainable premium mobility. Indeed, the last day of the event saw Markus Duesmann, CEO and Board of Management Member for Product Lines at AUDI AG, outline the company’s vision for the future and give his forecast for the future of mobility.
The content have been produced in compliance with all hygiene regulations. All people involved have been tested negative for COVID-19.
The focus here is on sustainability, electrification and digitalization. This transformation requires major as well as minor overhauls throughout the company. Not only products and processes are changing, after all; professions, working models and ways of thinking must also adapt.
Media representatives can find out how Audi is preparing for this transformation and how the company views the future at the Audi Media Days #FutureReady.
All the relevant information and press materials can be found here.
Audi grandsphere concept
The private jet for the road – At the IAA 2021, Audi is presenting the Audi grandsphere concept study. Like a first class flight, the 5.35 m (17.6 ft.) long grandsphere sedan combines the luxury of private travel in the greatest of comfort with a comprehensive onboard experience offering. Level 4 automated driving makes new dimensions of freedom possible: in this mode, the interior turns into a spacious sphere of experience without a steering wheel, pedals, or displays. And the front seats become a first class lounge with maximum space, freer views, and access to all the functions of a holistic digital ecosystem that the Audi grandsphere is integrated into.
Audi Media Days #FutureReady Spotlight Corporate and Business
Audi is changing. Constantly. On the Spotlight Corporate & Business, Audi CEO Markus Duesmann, Head of Corporate Strategy Silja Pieh, Head of Digitalization John Newman, and Audi General Secretary Martin Primus will describe how the strategy „Vorsprung 2030“ and its implementation in the future look like, what processes are behind them, and how additional innovations are ensuring „Vorsprung durch Technik“.
Audi Media Days #FutureReady Spotlight Digitization
Audi is creating an ecosystem for electric and autonomous driving. With new physical and digital offerings, the premium brand will enrich the customer experience and meet the growing needs and demands for the mobility of the future.