Sports Car

Will Audi Really Create A Sub-Brand Called "Audi Sport"?

This could be huge.

Audi is currently running a pilot program in Australia, and depending on the results of the test the brand may change forever. The pilot entails a rebranding of its RS and R8 models—instead of “RS” or “R” they will have an “Audi Sport” badge. This will run until the end of the year, and depending on the customer and enthusiast response, the change may be permanent and global. This seems a bit counterintuitive since Audi models are already sporty and the RS clearly denotes that.

On the other hand, its main competitors, BMW and Mercedes, have separate sport performance divisions: M and AMG, respectively. The thought behind this is that a sub-brand will create a bigger distinction between standard models and sport models. A prestigious-sounding sub-brand may help boost sales. The name “Audi Sport” was chosen very carefully—while it may seem ridiculously unoriginal, it honors the company’s racing heritage. Audi has won the 24 hours of Le Mans 13 times in the last 15 years and additionally has racing success with the Sport Quattro. We are excited about this—pretty soon, Audi could be a redefined and even sportier brand than it is today.

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