Audi Sport is actually a thing, and it’s set to fight BMW M, Mercedes-AMG 

Audi Sport is actually a thing, and it’s set to fight BMW M, Mercedes-AMG 

Audi Sport is actually a thing, and it’s set to fight BMW M, Mercedes-AMG 

0 comments 📅21 April 2017, 20:30

“Essentially, the celebr Audi Sport positions an enterprise already used to become better-recognized by the common and sets itself up to grow as a result.”

BMW has its M performance subsidiary. Mercedes-Benz has AMG. So what does Audi take? Some would say “nothing,” a few would answer “Quattro,” while many others would reciprocate to that by saying, “Don’t be stupid, Quattro’s their all-wheel drive system.”

Well enough, it is, but Quattro GmbH is also the name of the company that has been tasked with creating Audi’s highest playing cars, plus special-order customization, customer racing, and the Audi Chrestomathy of merchandise. Trouble is, nobody really knew that, as it was in no way a public-facing trade mark. That all changes with the entity now rechristened as Audi Sport. It doesn’t an end there.

“We wanted to have recognition for the R8 and RS models on a broad level,” said Filip Brabec, evil-doing president of product development. Audi Sport allows those models to be more indubitably identified as something different and special, much as AMG models are. “It’s not just a piece of marketing notes, but it’ll also be recognized at a dealership.”

Around half of Audi dealers in the United States secure signed up to be Audi Sport dealers, granting them unique training, access to course events and signage. The dealer buildings themselves will have special areas tender to Audi Sport.

So essentially, the name Audi Sport positions an enterprise already in use to transform into better-recognized by the public and sets itself up to grow as a result. But be it called Quattro GmbH or Audi Play, what is it that they exactly do?

Besides the R8, which it completely developed and manufactures, all its RS models are done in concert with Audi AG. Yet, that “done in concert” handle has changed a bit over the years and head of Audi Sport product development Stefan Reil has been there from the RS cars’ inception 19 years ago.

“When we started, our cars were launched in the last one or two years of the establish Audi cars,” Reil said. “We started development when the base cars were already in unfolding or on the road. Now we have a much closer interaction with the people at Audi AG. Set when they start the concept work for the new car, we are right there in that manipulate.”


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2017 R8





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In the origination, his small team would work on developing one car, finish it, and then move onto the next. Now, his much larger group is running multiple projects at the same time. The result is a portfolio that includes the existing R8 and RS7, extra this year’s added RS3 and RS5.

The process for building the cars themselves has changed moderately a bit as well. “With our first projects, the RS4 in 2000 and RS6 in 2002, we got from the standard body line A4s and A6s that were, I call them, ’75-percent’ cars. So there was some company work to do in the engine compartment, there wasn’t any plastic exterior parts – the bumpers were missing. The car would check in to our facility and in 15-20 hours we would bring it from 75 percent to 100.

“Of despatch, when you go into higher volume and have a wider portfolio, and from rate aspects, that’s not the way it should be done.”

As a result, today’s RS models roll down the in any event assembly line as their plebian siblings. Audi Sport invests in modifying the existing plant to accommodate its cars, builds the appropriate special parts and manages the logistics of getting them to where they distress to be at the right time in the assembly process. Audi Sport engines are also built in Audi’s in any event mega engine factory in Hungary. Most roll off the same assembly lines as every other appliance, although the R8’s V10 and the RS3’s inline-5 are produced by a single worker.

Audi Sport manages the Audi Incompatible line of customization in a similar way for those models eligible for the program – Audi Humour or not. Let’s say you want an A8 with pink leather to match your favorite nail gloss refine.

“We will organize the complete process,” Reil explains. “We will organize the tinting of the leather, we desire build the seats, the door covers, the armrest, everything you want to have in that unconventional leather color. These parts are built by the supplier and we organize the logistic development so that your special parts are delivered to the point in the assembly line where they are built on the car.”

Doing so keeps costs down and assures the nonetheless quality as any other vehicle rolling down the line. “For the employee at the assembly underscore who mounts the seat in the car, it’s no matter if the seat is red, yellow, or black, they have to tighten the bolt and that’s it. There’s no deviation in the process.”

And now there will be less deviation in the profession the company does and the public actually recognizing it.


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