Audi AG

In 1932, Audi merged with Horch, DKW, and Wanderer, to form Auto Union AG, Chemnitz. It was during this period that the company offered the Audi Front that became the first European car to combine a six-cylinder engine with front-wheel drive. It used a power train shared with the Wanderer, but turned 180 degrees, so that the drive shaft faced the front.

Before World War II, Auto Union used the four interlinked rings that make up the Audi badge today, referring to Audi's history as Auto Union and its present day, the four letters for A, U, D and I. However, this badge was used only on Auto Union racing cars in that period while the member companies used their own names and emblems. The technological development became more and more concentrated and some Audi models were propelled by Horch- or Wanderer-built engines.

Reflecting the economic pressures of the time, Auto Union concentrated increasingly on smaller cars through the 1930s, so that by 1938 the company's DKW brand accounted for 17.9% of the German car market, while Audi held only 0.1%. After the final few Audis were delivered in 1939 the "Audi" name disappeared completely from the new car market for more than two decades.

World War II

Richard Bruhn, a Nazi party member, was Auto Union's chairman of the board from 1932 to 1945 and then again after the war when the company was reestablished. In 2014 Audi became the last major German car company, after Volkswagen, BMW and Daimler, to commission a study of its wartime activities. The investigation found that the company worked with the SS to build seven labor camps where more than 3,700 prisoners were put to work for Auto Union. In addition, 16,500 more people were forced to work at the company's factories in Zwickau and Chemnitz, and another 18,000 at an underground plant in Bavaria where 4,500 people died.

Some of the company's factories were bombed by the Allies.

Post-World War II

With no prospect of continuing production in Soviet-controlled East Germany, Auto Union executives began the process of relocating what was left of the company to West Germany. A site was chosen in Ingolstadt, Bavaria, to start a spare parts operation in late 1945, which would eventually serve as the headquarters of the reformed Auto Union in 1949.

On 17 August 1948, Auto Union AG of Chemnitz was deleted from the commercial register. These actions had the effect of liquidating Germany's Auto Union AG. The remains of the Audi plant of Zwickau became the VEB (for "People Owned Enterprise") Automobilwerk Zwickau or AWZ (in English: Automobile Works Zwickau).

The former Audi factory in Zwickau restarted assembly of the pre-war models in 1949. These DKW models were renamed to IFA F8 and IFA F9 and were similar to the West German versions. West and East German models were equipped with the traditional and renowned DKW two-stroke engines. The Zwickau plant later manufactured the infamous Trabant until 1991, after it was acquired by the Volkswagen Group following the reunification of Germany, and has since been substantially rebuilt. In 2021, production of the Audi Q4 e-tron began at the plant, marking the return of Audis being manufactured at Zwickau after over 80 years.

New Auto Union unit

A new West German headquartered Auto Union was launched in Ingolstadt with loans from the Bavarian state government and Marshall Plan aid. The reformed company was launched 3 September 1949 and continued DKW's tradition of producing front-wheel drive vehicles with two-stroke engines. This included production of a small but sturdy 125 cc motorcycle, the DKW RT 125 W and a DKW delivery van, the DKW F89 L at Ingolstadt. The Ingolstadt site was large, consisting of an extensive complex of formerly military buildings which was suitable for administration as well as vehicle warehousing and distribution, but at this stage there was at Ingolstadt no dedicated plant suitable for mass production of automobiles: for manufacturing the company's first post-war mass-market passenger car plant capacity in Düsseldorf was rented from Rheinmetall-Borsig. It was only ten years later, after the company had attracted an investor, when funds became available for construction of major car plant at the Ingolstadt head office site.

In 1958, in response to pressure from Friedrich Flick, then the company's largest single shareholder, Daimler-Benz took an 87% holding in the Auto Union company, and this was increased to a 100% holding in 1959. However, small two-stroke cars were not the focus of Daimler-Benz's interests, and while the early 1960s saw major investment in new Mercedes models and in a state of the art factory for Auto Union's, the company's aging model range at this time did not benefit from the economic boom of the early 1960s to the same extent as competitor manufacturers such as Volkswagen and Opel. The decision to dispose of the Auto Union business was based on its lack of profitability. Ironically, by the time it sold the business, it also included a large new factory and near production-ready modern four-stroke engine, which would enable the Auto Union business, under a new owner, to embark on a period of profitable growth, now producing not Auto Unions or DKWs, but using the "Audi" name, resurrected in 1965 after a 25-year gap.

In 1964, Volkswagen acquired a 50% holding in the business, which included the new factory in Ingolstadt, the DKW and Audi brands along with the rights to the new engine design which had been funded by Daimler-Benz, who in return retained the dormant Horch trademark and the Düsseldorf factory which became a Mercedes-Benz van assembly plant. Eighteen months later, Volkswagen bought complete control of Ingolstadt, and by 1966 were using the spare capacity of the Ingolstadt plant to assemble an additional 60,000 Volkswagen Beetles per year. Two-stroke engines became less popular during the 1960s as customers were more attracted to the smoother four-stroke engines. In September 1965, the DKW F102 was fitted with a four-stroke engine and a facelift for the car's front and rear. Volkswagen dumped the DKW brand because of its associations with two-stroke technology, and having classified the model internally as the F103, sold it simply as the "Audi". Later developments of the model were named after their horsepower ratings and sold as the Audi 60, 75, 80, and Super 90, selling until 1972. Initially, Volkswagen was hostile to the idea of Auto Union as a standalone entity producing its own models having acquired the company merely to boost its own production capacity through the Ingolstadt assembly plant—to the point where Volkswagen executives ordered that the Auto Union name and flags bearing the four rings were removed from the factory buildings. Then VW chief Heinz Nordhoff explicitly forbade Auto Union from any further product development. Fearing that Volkswagen had no long-term ambition for the Audi brand, Auto Union engineers under the leadership of Ludwig Kraus developed the first Audi 100 in secret, without Nordhoff's knowledge. When presented with a finished prototype, Nordhoff was so impressed he authorised the car for production, which when launched in 1968, went on to be a huge success. With this, the resurrection of the Audi brand was now complete, this being followed by the first generation Audi 80 in 1972, which would in turn provide a template for VW's new front-wheel-drive water-cooled range which debuted from the mid-1970s onward.

In 1969, Auto Union merged with NSU, based in Neckarsulm, near Stuttgart. In the 1950s, NSU had been the world's largest manufacturer of motorcycles, but had moved on to produce small cars like the NSU Prinz, the TT and TTS versions of which are still popular as vintage race cars. NSU then focused on new rotary engines based on the ideas of Felix Wankel. In 1967, the new NSU Ro 80 was a car well ahead of its time in technical details such as aerodynamics, light weight, and safety. However, teething problems with the rotary engines put an end to the independence of NSU. The Neckarsulm plant is now used to produce the larger Audi models A6 and A8. The Neckarsulm factory is also home of the "quattro GmbH" (from November 2016 "Audi Sport GmbH"), a subsidiary responsible for development and production of Audi high-performance models: the R8 and the RS model range.

Modern era

The new merged company was incorporated on 1 January 1969 and was known as Audi NSU Auto Union AG, with its headquarters at NSU's Neckarsulm plant, and saw the emergence of Audi as a separate brand for the first time since the pre-war era. Volkswagen introduced the Audi brand to the United States for the 1970 model year. That same year, the mid-sized car that NSU had been working on, the K70, originally intended to slot between the rear-engined Prinz models and the futuristic NSU Ro 80, was instead launched as a Volkswagen.

After the launch of the Audi 100 of 1968, the Audi 80/Fox (which formed the basis for the 1973 Volkswagen Passat) followed in 1972 and the Audi 50 (later rebadged as the Volkswagen Polo) in 1974. The Audi 50 was a seminal design because it was the first incarnation of the Golf/Polo concept, one that led to a hugely successful world car. Ultimately, the Audi 80 and 100 (progenitors of the A4 and A6, respectively) became the company's biggest sellers, whilst little investment was made in the fading NSU range; the Prinz models were dropped in 1973 whilst the fatally flawed NSU Ro80 went out of production in 1977, spelling the effective end of the NSU brand. Production of the Audi 100 had been steadily moved from Ingolstadt to Neckarsulm as the 1970s had progressed, and by the appearance of the second generation C2 version in 1976, all production was now at the former NSU plant. Neckarsulm from that point onward would produce Audi's higher-end models.

The Audi image at this time was a conservative one, and so, a proposal from chassis engineer Jörg Bensinger was accepted to develop the four-wheel drive technology in Volkswagen's Iltis military vehicle for an Audi performance car and rally racing car. The performance car, introduced in 1980, was named the "Audi Quattro", a turbocharged coupé which was also the first German large-scale production vehicle to feature permanent all-wheel drive through a centre differential. Commonly referred to as the "Ur-Quattro" (the "Ur-" prefix is a German augmentative used, in this case, to mean 'original' and is also applied to the first generation of Audi's S4 and S6 Sport Saloons, as in "UrS4" and "UrS6"), few of these vehicles were produced (all hand-built by a single team), but the model was a great success in rallying. Prominent wins proved the viability of all-wheel-drive racecars, and the Audi name became associated with advances in automotive technology.

In 1985, with the Auto Union and NSU brands effectively dead, the company's official name was now shortened to simply Audi AG. At the same time the company's headquarters moved back to Ingolstadt and two new wholly owned subsidiaries; Auto Union GmbH and NSU GmbH, were formed to own and manage the historical trademarks and intellectual property of the original constituent companies (the exception being Horch, which had been retained by Daimler-Benz after the VW takeover), and to operate Audi's heritage operations.

In 1986, as the Passat-based Audi 80 was beginning to develop a kind of "grandfather's car" image, the type 89 was introduced. This completely new development sold extremely well. However, its modern and dynamic exterior belied the low performance of its base engine, and its base package was quite spartan (even the passenger-side mirror was an option). In 1987, Audi put forward a new and very elegant Audi 90, which had a much superior set of standard features. In the early 1990s, sales began to slump for the Audi 80 series, and some basic construction problems started to surface.

Through the early 1990s, Audi began to shift its target market upscale to compete against German automakers Mercedes-Benz and BMW. This began with the release of the Audi V8 in 1990. It was essentially a new engine fitted to the Audi 100/200, but with noticeable bodywork differences. Most obvious was the new grille that was now incorporated in the bonnet.

By 1991, Audi had the four-cylinder Audi 80, the 5-cylinder Audi 90 and Audi 100, the turbocharged Audi 200 and the Audi V8. There was also a coupé version of the 80/90 with both four- and five-cylinder engines.

Although the five-cylinder engine was a successful and robust powerplant, it was still a little too different for the target market. With the introduction of an all-new Audi 100 in 1992, Audi introduced a 2.8L V6 engine. This engine was also fitted to a face-lifted Audi 80 (all 80 and 90 models were now badged 80 except for the USA), giving this model a choice of four-, five-, and six-cylinder engines, in saloon, coupé and convertible body styles.

The five-cylinder was soon dropped as a major engine choice; however, a turbocharged 220 PS (162 kW; 217 hp) version remained. The engine, initially fitted to the 200 quattro 20V of 1991, was a derivative of the engine fitted to the Sport Quattro. It was fitted to the Audi Coupé, named the S2, and also to the Audi 100 body, and named the S4. These two models were the beginning of the mass-produced S series of performance cars.

Audi 5000 unintended acceleration allegations

Sales in the United States fell after a series of recalls from 1982 to 1987 of Audi 5000 models associated with reported incidents of sudden unintended acceleration linked to six deaths and 700 accidents. At the time, NHTSA was investigating 50 car models from 20 manufacturers for sudden surges of power.

A 60 Minutes report aired 23 November 1986, featuring interviews with six people who had sued Audi after reporting unintended acceleration, showing an Audi 5000 ostensibly suffering a problem when the brake pedal was pushed. Subsequent investigation revealed that 60 Minutes had engineered the failure—fitting a canister of compressed air on the passenger-side floor, linked via a hose to a hole drilled into the transmission.

Audi contended, prior to findings by outside investigators, that the problems were caused by driver error, specifically pedal misapplication. Subsequently, the National Highway Traffic Safety Administration (NHTSA) concluded that the majority of unintended acceleration cases, including all the ones that prompted the 60 Minutes report, were caused by driver error such as confusion of pedals. CBS did not acknowledge the test results of involved government agencies, but did acknowledge the similar results of another study.

In a review study published in 2012, NHTSA summarized its past findings about the Audi unintended acceleration problems: "Once an unintended acceleration had begun, in the Audi 5000, due to a failure in the idle-stabilizer system (producing an initial acceleration of 0.3g), pedal misapplication resulting from panic, confusion, or unfamiliarity with the Audi 5000 contributed to the severity of the incident."

This summary is consistent with the conclusions of NHTSA's most technical analysis at the time: "Audi idle-stabilization systems were prone to defects which resulted in excessive idle speeds and brief unanticipated accelerations of up to 0.3g [which is similar in magnitude to an emergency stop in a subway car]. These accelerations could not be the sole cause of [(long-duration) sudden acceleration incidents (SAI)], but might have triggered some SAIs by startling the driver. The defective idle-stabilization system performed a type of electronic throttle control. Significantly: multiple "intermittent malfunctions of the electronic control unit were observed and recorded... and [were also observed and] reported by Transport Canada."

With a series of recall campaigns, Audi made several modifications; the first adjusted the distance between the brake and accelerator pedal on automatic-transmission models. Later repairs, of 250,000 cars dating back to 1978, added a device requiring the driver to press the brake pedal before shifting out of park. A legacy of the Audi 5000 and other reported cases of sudden unintended acceleration are intricate gear stick patterns and brake interlock mechanisms to prevent inadvertent shifting into forward or reverse. It is unclear how the defects in the idle-stabilization system were addressed.

2012

In 2012, the FIA sanctioned a World Endurance Championship which would be organised by the ACO as a continuation of the ILMC. Audi competed won the first WEC race at Sebring and followed this up with a further three successive wins, including the 2012 24 Hours of Le Mans. Audi scored a final 5th victory in the 2012 WEC in Bahrain and were able to win the inaugural WEC Manufacturers' Championship.

2013

As defending champions, Audi once again entered the Audi R18 e-tron quattro chassis into the 2013 WEC and the team won the first five consecutive races, including the 2013 24 Hours of Le Mans. The victory at Round 5, Circuit of the Americas, was of particular significance as it marked the 100th win for Audi in Le Mans prototypes. Audi secured its second consecutive WEC Manufacturers' Championship at Round 6 after taking second place and half points in the red-flagged Fuji race.

2014

For the 2014 season, Audi entered a redesigned and upgraded R18 e-tron quattro which featured a 2 MJ energy recovery system. As defending champions, Audi would once again face a challenge in LMP1 from Toyota, and additionally from Porsche who returned to endurance racing after a 16-year absence. The season-opening 6hrs of Silverstone was a disaster for Audi who saw both cars retire from the race, marking the first time that an Audi car has failed to score a podium in a World Endurance Championship race. The team won two races and finished second in the manufacturers' championship.

2015

Audi won the first two races of the season, but thereafter failed to win again, finishing second in the manufacturers' championship.

2016

For the third year in a row, Audi won two races and finished second in the manufacturers' championship. Audi had left WEC after the 2016 season.

In all its post Volkswagen era models, Audi has firmly refused to adopt the traditional rear-wheel drive layout favored by its two archrivals Mercedes-Benz and BMW, favoring either front-wheel drive or all-wheel drive. The majority of Audi's lineup in the United States features all-wheel drive standard on most of its expensive vehicles (only the entry-level trims of the A4 and A6 are available with front-wheel drive), in contrast to Mercedes-Benz and BMW whose lineup treats all-wheel drive as an option. BMW did not offer all-wheel drive on its V8-powered cars (as opposed to crossover SUVs) until the 2010 BMW 7 Series and 2011 BMW 5 Series, while the Audi A8 has had all-wheel drive available/standard since the 1990s. Regarding high-performance variants, Audi S and RS models have always had all-wheel drive, unlike their direct rivals from BMW M and Mercedes-AMG whose cars are rear-wheel drive only (although their performance crossover SUVs are all-wheel drive).

Audi has recently applied the quattro badge to models such as the A3 and TT which do not use the Torsen-based system as in prior years with a mechanical center differential, but with the Haldex Traction electro-mechanical clutch AWD system.

Engines

Prior to the introduction of the Audi 80 and Audi 50 in 1972 and 1974, respectively, Audi had led the development of the EA111 and EA827 inline-four engine families. These new power units underpinned the water-cooled revival of parent company Volkswagen (in the Polo, Golf, Passat and Scirocco), whilst the many derivatives and descendants of these two basic engine designs have appeared in every generation of VW Group vehicles right up to the present day.

In the 1980s, Audi, along with Volvo, was the champion of the inline-five cylinder, 2.1/2.2 L engine as a longer-lasting alternative to more traditional six-cylinder engines. This engine was used not only in production cars but also in its race cars. The 2.1 L inline five-cylinder engine was used as a base for the rally cars in the 1980s, providing well over 400 horsepower (300 kilowatts) after modification. Before 1990, there were engines produced with a displacement between 2.0 L and 2.3 L. This range of engine capacity allowed for both fuel economy and power.

For the ultra-luxury version of its Audi A8 fullsize luxury flagship sedan, the Audi A8L W12, Audi uses the Volkswagen Group W12 engine instead of the conventional V12 engine favored by rivals Mercedes-Benz and BMW. The W12 engine configuration (also known as a "WR12") is created by forming two imaginary narrow-angle 15° VR6 engines at an angle of 72°, and the narrow angle of each set of cylinders allows just two overhead camshafts to drive each pair of banks, so just four are needed in total. The advantage of the W12 engine is its compact packaging, allowing Audi to build a 12-cylinder sedan with all-wheel drive, whereas a conventional V12 engine could have only a rear-wheel drive configuration as it would have no space in the engine bay for a differential and other components required to power the front wheels. In fact, the 6.0 L W12 in the Audi A8L W12 is smaller in overall dimensions than the 4.2 L V8 that powers the Audi A8 4.2 variants. The 2011 Audi A8 debuted a revised 6.3-litre version of the W12 (WR12) engine with 500 PS (370 kW; 490 hp).

Fuel Stratified Injection

New models of the A3, A4, A6 and A8 have been introduced, with the ageing 1.8-litre engine now having been replaced by new Fuel Stratified Injection (FSI) engines. Nearly every petroleum burning model in the range now incorporates this fuel-saving technology.

Direct-Shift Gearbox

In 2003, Volkswagen introduced the Direct-Shift Gearbox (DSG), a type of dual-clutch transmission. It is a type of automatic transmission, drivable like a conventional torque converter automatic transmission. Based on the gearbox found in the Group B S1, the system includes dual electro-hydraulically controlled clutches instead of a torque converter. This is implemented in some VW Golfs, Audi A3, Audi A4 and TT models where DSG is called S-Tronic.

LED daytime running lights

Beginning in 2005, Audi has implemented white LED technology as daytime running lights (DRL) in its products. The distinctive shape of the DRLs has become a trademark of sorts. LEDs were first introduced on the Audi A8 W12, the world's first production car to have LED DRLs, and have since spread throughout the entire model range. The LEDs are present on some Audi billboards.

Since 2010, Audi has also offered the LED technology in low- and high-beam headlights.

Multi Media Interface

Starting with the 2003 Audi A8, Audi has used a centralised control interface for its on-board infotainment systems, called Multi Media Interface (MMI). It is essentially a rotating control knob and 'segment' buttons—designed to control all in-car entertainment devices (radio, CD changer, iPod, TV tuner), satellite navigation, heating and ventilation, and other car controls with a screen.

The availability of MMI has gradually filtered down the Audi lineup, and following its introduction on the third generation A3 in 2011, MMI is now available across the entire range. It has been generally well received, as it requires less menu-surfing with its segment buttons around a central knob, along with 'main function' direct access buttons—with shortcuts to the radio or phone functions. The colour screen is mounted on the upright dashboard, and on the A4 (new), A5, A6, A8, and Q7, the controls are mounted horizontally.

Synthetic fuels

Audi has assisted with technology to produce synthetic diesel from water and carbon dioxide. Audi calls the synthetic diesel E-diesel. It is also working on synthetic gasoline (which it calls E-gasoline). Though in 2022, Audi's technical development chief said "synthetic fuels are just a bridging technology for us".

Logistics

Audi uses scanning gloves for parts registration during assembly, and automatic robots to transfer cars from factory to rail cars.

Models

Current model range

The following tables list Audi production vehicles that are sold as of 2026:

Electric vehicles

Audi is planning an alliance with the Japanese electronics giant Sanyo to develop a pilot hybrid electric project for the Volkswagen Group. The alliance could result in Sanyo batteries and other electronic components being used in future models of the Volkswagen Group. Concept electric vehicles unveiled to date include the Audi A1 Sportback Concept, Audi A4 TDI Concept E, and the fully electric Audi e-tron Concept Supercar.

Self-driving cars

In December 2018, Audi announced to invest 14 billion Euro ($15.9 billion) in e-mobility, self-driving cars.

Production figures

Figures for different body types/versions of models have been merged to create overall figures for each model.

Marketing

Branding

The Audi emblem is four overlapping rings that represent the four marques of Auto Union. The Audi emblem symbolises the amalgamation of Audi with DKW, Horch and Wanderer: the first ring from the left represents Audi, the second represents DKW, third is Horch, and the fourth and last ring Wanderer. The design is popularly believed to have been the idea of Klaus von Oertzen, the director of sales at Wanderer—when Berlin was chosen as the host city for the 1936 Summer Olympics and that a form of the Olympic logo symbolized the newly established Auto Union's desire to succeed. Somewhat ironically, the International Olympic Committee later sued Audi in the International Trademark Court in 1995, where it lost.

The original "Audi" script, with the distinctive slanted tails on the "A" and "d" was created for the historic Audi company in 1920 by the famous graphic designer Lucian Bernhard, and was resurrected when Volkswagen revived the brand in 1965. Following the demise of NSU in 1977, less prominence was given to the four rings, in preference to the "Audi" script encased within a black (later red) ellipse, and was commonly displayed next to the Volkswagen roundel when the two brands shared a dealer network under the V.A.G banner. The ellipse (known as the Audi Oval) was phased out after 1994, when Audi formed its own independent dealer network, and prominence was given back to the four rings—at the same time Audi Sans (a derivative of Univers) was adopted as the font for all marketing materials, corporate communications and was also used in the vehicles themselves.

As part of Audi's centennial celebration in 2009, the company updated the logo, changing the font to left-aligned Audi Type, and altering the shading for the overlapping rings. The revised logo was designed by Rayan Abdullah.

Audi developed a Corporate Sound concept, with Audi Sound Studio designed for producing the Corporate Sound. The Corporate Sound project began with sound agency Klangerfinder GmbH & Co KG and s12 GmbH. Audio samples were created in Klangerfinder's sound studio in Stuttgart, becoming part of Audi Sound Studio collection. Other Audi Sound Studio components include The Brand Music Pool, The Brand Voice. Audi also developed Sound Branding Toolkit including certain instruments, sound themes, rhythm and car sounds which all are supposed to reflect the AUDI sound character.

Audi started using a beating heart sound trademark beginning in 1996. An updated heartbeat sound logo, developed by agencies KLANGERFINDER GmbH & Co KG of Stuttgart and S12 GmbH of Munich, was first used in 2010 in an Audi A8 commercial with the slogan The Art of Progress.

Slogans

Audi's corporate tagline is Vorsprung durch Technik [ˈfoːɐ̯ˌʃpʁʊŋ dʊʁç ˈtɛçnɪk], meaning 'Progress through Technology'. The German-language tagline is used in many European countries, including the United Kingdom (but not in Italy, where All'avanguardia della tecnica is used), and in other markets, such as Latin America, Oceania, Africa and parts of Asia including Japan. Originally, the American tagline was Innovation through technology, but in Canada Vorsprung durch Technik was used. Since 2007, Audi has used the slogan Truth in Engineering in the U.S. However, since the Audi emissions testing scandal came to light in September 2015, this slogan was lambasted for being discordant with reality. In fact, just hours after disgraced Volkswagen CEO Martin Winterkorn admitted to cheating on emissions data, an advertisement during the 2015 Primetime Emmy Awards promoted Audi's latest advances in low emissions technology with Kermit the Frog stating, "It's not that easy being green."

Vorsprung durch Technik was first used in English-language advertising after Sir John Hegarty of the Bartle Bogle Hegarty advertising agency visited the Audi factory in 1982. In the original British television commercials, the phrase was voiced by Geoffrey Palmer. After its repeated use in advertising campaigns, the phrase found its way into popular culture, including the British comedy Only Fools and Horses, the U2 song "Zooropa" and the Blur song "Parklife". Similar-sounding phrases have also been used, including as the punchline for a joke in the movie Lock, Stock and Two Smoking Barrels and in the British TV series Peep Show.

Typography

Audi Sans (based on Univers Extended) was originally created in 1997 by Ole Schäfer for MetaDesign. MetaDesign was later commissioned for a new corporate typeface called Audi Type, designed by Paul van der Laan and Pieter van Rosmalen of Bold Monday. The font began to appear in Audi's 2009 products and marketing materials.

Sponsorships

Audi is a strong partner of different kinds of sports. In football, long partnerships exist between Audi and domestic clubs including Bayern Munich, Hamburger SV, 1. FC Nürnberg, Hertha BSC, and Borussia Mönchengladbach and international clubs including Chelsea, Real Madrid, FC Barcelona, A.C. Milan, AFC Ajax and Perspolis. Audi also sponsors winter sports: The Audi FIS Alpine Ski World Cup is named after the company. Additionally, Audi supports the German Ski Association (DSV) as well as the alpine skiing national teams of Switzerland, Sweden, Finland, France, Liechtenstein, Italy, Austria and the U.S. For almost two decades, Audi fosters golf sport: for example with the Audi quattro Cup and the HypoVereinsbank Ladies German Open presented by Audi. In sailing, Audi is engaged in the Medcup regatta and supports the team Luna Rossa during the Louis Vuitton Pacific Series and also is the primary sponsor of the Melges 20 sailboat. Further, Audi sponsors the regional teams ERC Ingolstadt (hockey) and FC Ingolstadt 04 (soccer). In 2009, the year of Audi's 100th anniversary, the company organized the Audi Cup for the first time. Audi also sponsor the New York Yankees as well. In October 2010 it agreed to a three sponsorship year-deal with Everton. Audi also sponsors the England Polo Team and holds the Audi Polo Awards.

Collaborations

Audi primarily focuses on collaborations, of performance, sustainability, and full identity, partnering with brands like, 1 Hotels for Electric vehicles use, SingleThread Farm for restaurants, and Adidas for apparel. Other partnerships include football ties with FC Bayern and Inter Miami CF, along with winter sports sponsorships and the American Film Institute (AFI Conservatory) for filming.

Marvel Cinematic Universe

Since the start of the Marvel Cinematic Universe, Audi signed a deal to sponsor, promote and provide vehicles for several films. So far these have been, Iron Man, Iron Man 2, Iron Man 3, Avengers: Age of Ultron, Captain America: Civil War, Spider-Man: Homecoming, Avengers: Endgame and Spider-Man: Far From Home. The R8 supercar became the personal vehicle for Tony Stark (played by Robert Downey Jr.) for six of these films. The e-tron vehicles were promoted in Endgame and Far From Home. Several commercials were co-produced by Marvel and Audi to promote several new concepts and some of the latest vehicles such as the A8, SQ7 and the e-Tron fleet.

Multitronic campaign

In 2001, Audi promoted the new multitronic continuously variable transmission with television commercials throughout Europe, featuring an impersonator of musician and actor Elvis Presley. A prototypical dashboard figure—later named "Wackel-Elvis" ("Wobble Elvis" or "Wobbly Elvis")—appeared in the commercials to demonstrate the smooth ride in an Audi equipped with the multitronic transmission. The dashboard figure was originally intended for use in the commercials only, but after it aired the demand for Wackel-Elvis fans grew among fans and the figure was mass-produced in China and marketed by Audi in its factory outlet store.

Audi TDI

As part of Audi's attempt to promote its Diesel technology in 2009, the company began Audi Mileage Marathon. The driving tour featured a fleet of 23 Audi TDI vehicles from 4 models (Audi Q7 3.0 TDI, Audi Q5 3.0 TDI, Audi A4 3.0 TDI, Audi A3 Sportback 2.0 TDI with S tronic transmission) travelling across the American continent from New York to Los Angeles, passing major cities like Chicago, Dallas and Las Vegas during the 13 daily stages, as well as natural wonders including the Rocky Mountains, Death Valley and the Grand Canyon.

Audi e-tron

The next phase of technology Audi is developing is the e-tron electric drive powertrain system. They have shown several concept cars as of March 2010, each with different levels of size and performance. The original e-tron concept shown at the 2009 Frankfurt motor show is based on the platform of the R8 and has been scheduled for limited production. Power is provided by electric motors at all four wheels. The second concept was shown at the 2010 Detroit Motor Show. Power is provided by two electric motors at the rear axle. This concept is also considered to be the direction for a future mid-engined gas-powered 2-seat performance coupe. The Audi A1 e-tron concept, based on the Audi A1 production model, is a hybrid vehicle with a range extending Wankel rotary engine to provide power after the initial charge of the battery is depleted. It is the only concept of the three to have range-extending capability. The car is powered through the front wheels, always using electric power.

It is all set to be displayed at the Auto Expo 2012 in New Delhi, India, from 5 January. It is powered by a 1.4 litre engine, and can cover a distance up to 54 km on a single charge. The e-tron was also shown in the 2013 blockbuster film Iron Man 3 and was driven by Tony Stark (Iron Man).

Lawsuit on the use of the letter Q

In early 2005, Nissan North America Inc. filed a lawsuit against Audi over the use of the letter "Q" as a model name.

Audi is using the "Q" for the designation of its quattro four-wheel drive system, used in production cars for over twenty-five years (Audi's Quattro trademark is actually an umbrella term for several types of four-wheel-drive systems developed by Torsen, Haldex Traction AB, and Borg-Warner, the latter being used in the Q7). Nissan's Infiniti marque first used Q for its 1989 Infiniti Q45 flagship, but later expanded to its entire lineup, with Q for passenger cars (the Q30, Q40, Q50, and Q60) and QX for SUVs (the QX30, QX50, QX60, and QX70).

A settlement between Audi AG and Nissan was reached in late 2006. The agreement stipulates that Audi will only use the Q-prefix for three models, the Q3, Q5 and the Q7. Audi has since released other Q series cars as well, such as the Q2, Q6, and Q8.

In video games

Audi has supported the European version of PlayStation Home, the PlayStation 3's online community-based service, by releasing a dedicated Home space. Audi is the first carmaker to develop such a space for Home. On 17 December 2009, Audi released two spaces; the Audi Home Terminal and the Audi Vertical Run. The Audi Home Terminal features an Audi TV channel delivering video content, an Internet Browser feature, and a view of a city. The Audi Vertical Run is where users can access the mini-game Vertical Run, a futuristic mini-game featuring Audi's e-tron concept. Players collect energy and race for the highest possible speeds and the fastest players earn a place in the Audi apartments located in a large tower in the centre of the Audi Space. In both the Home Terminal and Vertical Run spaces, there are teleports where users can teleport back and forth between the two spaces. Audi had stated that additional content would be added in 2010. On 31 March 2015, Sony shutdown the PlayStation Home service rendering all content for it inaccessible.