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Audi is celebrating the 60th anniversary of the rebirth of its brand name, and at a special event in the Rioja region of northern Spain, is turning the spotlight on the extraordinarily innovative and influential design and engineering which have defined it across those six decades.

The celebration features a host of driveable milestone models from the Audi UK heritage fleet to highlight the flair, foresight and precision characterising Audi design through the years. In addition to firm favourites such as the Ur-quattro, TT and R8, there will be appearances by key models from the contemporary Audi fleet, including the RS e-tron GT and the A6 Sportback e-tron.

The Audi name was restored to its rightful place in the vanguard of automotive development at the 1965 Frankfurt Motor Show, where a Saloon simply referred to as ‘The Audi’ made its debut. The Audi was a visually similar but technically more advanced update of the F102, an already progressive model produced by DKW, one of four brands that joined forces to create Auto Union GmbH, each of which is represented by an interlocking ring in the now world-renowned insignia.

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Motor
Transcript
00:002025 is a very important year for us because it's the 60th anniversary of Audi
00:16rebirth and not only talking about Audi globally but also talking about Audi in
00:21the UK. Audi started the operations of the national sales company in 1965 to
00:28celebrate this 60th anniversary Audi UK PR team has done something amazing we have
00:36a heritage fleet so we have offered the possibility of driving cars of each one
00:42of these six decades and we have brought the journalists to a unique place the
00:47vineyard and the winery of Marques de Riscal who has a unique story and a
00:53unique building the story is about the most innovative winery in Rioja and
00:59second because of the building of Frank Gehry which is a jewel of design unique
01:05integration and I would say also some kind of first product technique into
01:10architecture
01:13it's really nice to to look back and see those 60 years of evolution but what we
01:19can also see is that you know with this timeframe of 50 plus years you create a
01:25sort of a DNA for the brand like for instance with the Audi TT it was an era
01:29where reduction simplicity was the title basically and the headline and it
01:36influenced a lot of other cars that came after that and we still we still believe
01:41that this is a very very important factor in designing cars the better the
01:46proportion the less design you need in these 60 years the story of the brand
01:52in the UK has been a massive story of success we were showing the evolution of
01:57the market share in the last 60 years and how the trend of the car is really
02:02sharp increase from 1% to 7% in order to explain how this has happened it's not
02:10only about the design of the cars is about the technology and is about the
02:15whole promise that this behind force from the technique concept I mean Audi has
02:22always been a technology driven company always with innovation like the
02:28Quattro drive the five cylinders in history aluminum technology and I think
02:33there's ways to transmit this technical soul of these products that basically can
02:39be felt in the design like one example for instance in the 80s when the Audi
02:43Quattro was born the car basically had a wider track because of the technology
02:49a better stance architecturally it was just very solid and those blisters were
02:55added into the wheel arches and that's a way to transfer the idea of Quattro in
03:01design language
03:03and it's amazing that we were discussing and we were showing how force
03:08Runduk technique even if it's a German expression which is not easy to pronounce
03:13has become something very very British that was present in the King child
03:18coronation present in the in the British TV in the British music and this is
03:24something that for a brand is unique very few brands can really dream of having
03:30such a powerful claim in the minds of the consumers in the UK

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