About Audi
Audi has always sold a particular kind of cool. Its four rings date to 1932, when Audi, DKW, Horch and Wanderer merged into Auto Union, and its modern identity was forged in 1980 when the original quattro proved that all-wheel drive could make a road car, and later a rally car, devastatingly fast. The slogan Vorsprung durch Technik, roughly progress through technology, became a promise: understated design, beautifully built cabins and clever engineering for buyers who found BMW too loud and Mercedes too formal.
Part of the Volkswagen Group since the 1960s, Audi shares platforms and engines with VW and Porsche, which keeps costs in check and occasionally blurs the lines between siblings. Its racing record is formidable, including a long run of victories at the 24 Hours of Le Mans with diesel and hybrid prototypes, and it has now joined Formula 1 with its own works team. The road cars run from compact A3 sedans and Q3 crossovers to the A6, the big Q7 and Q8, the RS performance models and the e-tron electric family.
Recent years have been turbulent. Audi rolled out a confusing new naming plan that renamed the A4 as the A5, then partly walked it back, and its electric push has met uneven demand, factory closures and price cuts. Tariffs on cars shipped to the United States have revived talk of American production. Meanwhile the brand is launching its largest SUV yet, the three-row Q9, and previewing a new electric sports car.
Fans still praise the interiors, the quattro confidence and the understated styling; critics say the brand has lost some of its edge to BMW and Mercedes, and that a run of leadership changes and strategy resets has left its identity blurrier than in the quattro glory days. The next few years, with a fresh design language, new electric and combustion platforms and a works team on the Formula 1 grid, will decide whether those four rings regain their swagger. This page follows reveals, reviews, recalls, sales, executive strategy and the Formula 1 project.