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.