Audi Finally Renames Its Sporting Division, Promises Eight New Performance Models
While the general populace will likely remain confused, automotive enthusiasts will now be able to differentiate between Audi’s all-wheel-drive system and its performance sports car subsidiary.
The company has officially taken its Quattro GmbH division and renamed it Audi Sport GmbH. Quattro (which means four) will now only refer to the all-wheel drive system and Sport (which means sport) will denote the high-performance RS cars, Audi-exclusive customization, and customer motorsport.
This was long overdue. We all love the iconic road and rally car, and it’s nice to be reminded of it, but you can only stretch the Quattro name in so many different directions. It’s also nice to see Audi Sport live on in some variant of petroleum-powered motorsport after the diesel emissions scandal forced the company to leave WEC for Formula E.
Audi Sport plants to launch eight new performance-plus models over the next 18 months. The company was not, however, willing to expand on what those vehicles might be. Although it did say that it would be increasing the current number of Audi Sport dealerships from 370 to 600 by the end of next year. This isn’t wishful thinking on the automaker’s part — the increase is being done to meet consumer demand. The sporting subsidiary has seen its sales double over the last five years.
Stephan Winkelmann has led Quattro GmbH since March 2016 and will continue on as CEO as Audi Sport opens dealerships and releases new cars.
“The subsidiary’s focus is to create the most prestigious models in the portfolio of Audi AG,” the company said in a statement.
Audi Sport’s stable is currently occupied by the RS 3, RS 3 LMS, RS Q3, RS 6 Avant, RS 7 Sportback, TT RS, R8, and S8 plus. You can speculate on where the company might find room for an additional eight RS and S plusses.
[Images: Audi AG]
A staunch consumer advocate tracking industry trends and regulation. Before joining TTAC, Matt spent a decade working for marketing and research firms based in NYC. Clients included several of the world’s largest automakers, global tire brands, and aftermarket part suppliers. Dissatisfied with the corporate world and resentful of having to wear suits everyday, he pivoted to writing about cars. Since then, that man has become an ardent supporter of the right-to-repair movement, been interviewed on the auto industry by national radio broadcasts, driven more rental cars than anyone ever should, participated in amateur rallying events, and received the requisite minimum training as sanctioned by the SCCA. Handy with a wrench, Matt grew up surrounded by Detroit auto workers and managed to get a pizza delivery job before he was legally eligible. He later found himself driving box trucks through Manhattan, guaranteeing future sympathy for actual truckers. He continues to conduct research pertaining to the automotive sector as an independent contractor and has since moved back to his native Michigan, closer to where the cars are born. A contrarian, Matt claims to prefer understeer — stating that front and all-wheel drive vehicles cater best to his driving style.
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Wait, seriously? The best they could come up with is "Sport". Every car manufacturer uses sport and in my opinion, whenever I hear sport, it sounds like sporty. As in sorta performance, but not the full performance version. I get that Quattro was dated, but Audi Sport seems anticlimactic and boring.
I don't really get why RS was not sufficient. S and RS are understandable, and Quattro has always been the AWD system.