Audi, part of the Volkswagen Group, is headquartered in Ingolstadt, Germany, the city that’s home to aerospace pioneer Airbus. The company’s four-ringed badge is a nod to its mergers with three other auto brands: DKE, Horch and Wanderer. In addition to mergers, the company’s history is also punctuated by multiple name changes and strategic pivots—perhaps more than than any other auto manufacturer.
Audi’s initial focus was on small cars, but in 1968 it introduced the Audi 100 four-door sedan. The massive success of the larger vehicle signaled the arrival of a more versatile German automaker. However, the brand’s current identity as a purveyor of upscale luxury and precision performance arguably started in 1980 with the debut of the Audi Quattro coupe and its innovative use of all-wheel drive.
The modern incarnation of Audi continues to focus on technology-driven luxury and has consistently chased high-end buyers in North American and Europe as well as racetrack records. Despite debuting models inspired by its 24 Hours of Le Mans winning prototypes, Audi doesn’t compete directly with the likes of BMW or Porsche in terms of raw performance. Audi is defined more by its stately Q-series of SUVs and epitomized by the RS6 Avant, a performance wagon that can haul furniture by day and out-duel supercars by night. Audi proves that power can serves as a impressive partner in automotive luxury without being ostentatious.
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