Audi

Communications

Stephan
Winkelmann

Speech

Mondial de l’Automobile
Paris 2016
September 29, 2016 | Paris

Audi
Communications

Stephan Winkelmann
CEO Audi Sport
Speech Audi Sport Press Conference
Mondial de l’Automobile, Paris, September 29, 2016
-Check against delivery-

Mesdames et Messieurs, bon après-midi et bienvenue chez Audi Sport.
Ladies and gentlemen, welcome to the Paris Motor Show.
Today is the start of a new era – the quattro company will turn into Audi Sport. A new name for a new company.
Why? Well, because motorsports is part of our DNA. From the legendary silver arrows in the 1930s and the
rallye success to today’s motorsport engagement in Le Mans, the DTM and the GT3 series.
Our roots are in a little town nearby Audi Neckarsulm. It is our home for engineering and craftsmanship.
And what drives us? It’s passion: passion for performance, for prestige and forward-thinking. Our brand is built
on four pillars of success: our high-performance Audi RS and R8 models, the racing activities, Audi exclusive,
where your car becomes unique, and Audi collection where we bring the world of Audi Sport to your home.
Let’s get back to the cars and how we see ourselves today and in the future: For the past six months, the Audi
Sport team and I have worked very hard to define a new strategy for Audi Sport. Talking about the challenges of
the future, there are three topics coming up: What is more important – volume or exclusiveness? The answer
seems to be easy but this is not the case. Volume gives visibility and a much quicker return-on-investment.
At Audi Sport, however, we absolutely go for exclusiveness. Only the sportiest and most prestigious products
of the AUDI AG portfolio become Audi Sport models.
How do we define performance in the future? It’s more than pure racing cars. For us, performance is about the
perfect combination of daily usability and sportiness. This means performance, design, comfort and top quality.
An Audi Sport car is an athlete in a tailor-made suit.
And what will drive us in the future? I believe true success requires not just evolution but also revolution. In
addition to evolutionary developments such as our high-revving engines, we also want to fit revolutionary drive
concepts into our future Audi Sport models. This means we have to define a new dimension of sportiness.
In the next 18 months, we will kick off a fireworks of eight new products. Let’s take a first glance.
With today’s world premiere of the Audi RS 3 sedan*, we demonstrate Audi Sport engineering power. For the
first time in history, this car will sell more in Northern America and Asia Pacific – compared to Europe. Its USP is
a 5-cylinder aluminum engine that has been exclusively developed by Audi Sport. And so, we become a truly
global player.
And also in motorsports, we practise a global approach. Ladies and gentlemen, today you see the world
premiere of the brand-new Audi RS 3 LMS* for the Touring Car Racing series. Here we engage in a world-wide
growing motorsports segment. The Audi RS 3 LMS is a great proof of our concept: “Born on the track,
built for the road.” Ladies and gentlemen, join the league of performance. Merci.

Mondial de l’Automobile | September 29, 2016 | Paris
* The collective fuel consumption of all models named above and available on the German
market can be found in the list provided at the end of this speech.

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Audi
Communications

– End –

Contact
Tanja Lehner-Ilsanker
Communication Product and Technology
Phone: +49 (841) 89-34105
tanja.lehner@audi.de

Fuel consumption figures of the models named above:
Audi RS 3 Sedan:

This vehicle is not yet on sale. It does not yet have type approval and is therefore not subject to
Directive 1999/94/EC.
Audi RS 3 LMS:

This vehicle is not yet on sale. It does not yet have type approval and is therefore not subject to
Directive 1999/94/EC.

Mondial de l’Automobile | September 29, 2016 | Paris
* The collective fuel consumption of all models named above and available on the German
market can be found in the list provided at the end of this speech.

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