This year, Audi celebrates 60 years since reintroducing itself under one name in 1965, a milestone that continues to shape the brand’s identity as a leader in luxury, technology, and performance.
In an exclusive Q+A with YallaMotor, Mostafa ElMissary, YallaMotor Marketing Manager, sat down with Rene Koneberg, Managing Director at Audi Middle East, to discuss Audi’s rich history, legendary engineering milestones, and future vision for the region. From the brand’s electrification strategy to its response to shifting market dynamics in the GCC, this interview sheds light on how Audi continues to redefine premium mobility.
1. Let’s start with the big picture – this August marks 60 years since Audi reintroduced itself to the world under one name. What does that moment in 1965 mean to you personally, and how do you think it still shapes Audi’s identity today?
Audi’s history goes back more than 100 years, with the four rings representing the 1932 union of four pioneering brands: Audi, DKW, Horch, and Wanderer. For over four decades after that, the company evolved through periods of innovation and challenge.
In 1965, we entered a new chapter. That year marked the reintroduction of the Audi name with the debut of the F-103, powered by a new four-cylinder, four-stroke engine. It signalled a bold engineering direction and set the tone for the brand’s modern identity.
It was also when “Vorsprung durch Technik” began to take shape – a commitment to progress through technology that still guides us today. Whether we are advancing electric mobility, preparing for Formula 1, or creating new retail concepts for our region, the spirit of that 1965 milestone continues to influence everything we do.
2. Audi is often celebrated for its engineering milestones - from quattro to e-tron. How do you define "reinvention" in the context of Audi's innovation journey?
We keep evolving because we never stop asking how something can be better. Reinvention for us means respecting our heritage while pushing every aspect of performance, design, and technology forward.
Our history tells the story. quattro transformed control in all conditions. The aluminium space frame made luxury cars lighter and more efficient. The R8 brought race-level precision to everyday driving. Today, our e-tron range brings electric mobility to life without losing the feeling that makes an Audi an Audi.
We take pride in the fact that progress here is not just technical. It is also about the connection between car and driver, and the trust our customers place in us.
3. In the context of the GCC - especially with Vision 2030 and the rise of megaprojects - the region is undergoing rapid transformation. How has Audi adapted to remain relevant and influential in this shifting landscape especially as Chinese automakers are gaining a big market share?
We see this pace of change as a chance to move with the region. Customers here are quick to embrace innovation, whether that is a fully electric SUV or a next-generation combustion model.
Our strength is a portfolio that speaks to different drivers while holding the same standard of quality. We create cars for performance enthusiasts, design-focused buyers, and people who want the latest in digital and safety technology.
And we put the same care into the experience as we do the cars. How we launch, how we welcome people into our showrooms, and how we stay connected after the sale are all part of what makes owning an Audi special.
4. Electrification is reshaping the automotive sector globally. How is Audi accelerating its EV strategy in the Middle East pushing or slowing down, and what kind of response have you seen from consumers here and are you going to focus on electric cars or shift again to ICE and EV?
We are building our electric portfolio while keeping combustion models strong. The Q6 e-tron, RS e-tron GT, and A6 e-tron show how electric performance can inspire drivers. We are working with partners to expand charging where people live, work, and spend time, with more than 150 chargers now in place across the region, including 18 high-power units in landmark locations.
We know that many customers in the Middle East still value the range, character, and emotional engagement of combustion engines. In response, 2025 is a landmark year for our line-up. Alongside the thrilling new RS Q8, RS 3, and RS e-tron GT, we’re introducing the all-new A5 and A6 models –each available with multiple powertrain options to suit different lifestyles.
The refreshed Q5 also makes its debut, bringing new design, technology, and performance upgrades, while the Q3 will join the portfolio next year, further strengthening our offering in the compact SUV segment.
For us, leadership means offering the best of both. Every customer should be able to choose the drivetrain that fits their lifestyle and still enjoy the same level of engineering, comfort, and quality.
5. With the Middle East rapidly becoming a hub for innovation, design, and luxury, how is Audi ensuring it remains not just relevant, but a leading force in shaping future mobility in the region?
This region is a place where the future arrives early, and we are proud to be part of that momentum. The largest product offensive in Audi’s history is already underway, bringing new combustion and e-tron models to the region. Formula 1 in 2026 will bring even more advanced technology to the road.
We are reimagining how people experience Audi through our Progressive Retail Concept (PRC) - a new approach that seamlessly blends digital innovation with the tactile, personal touch of a physical showroom. Dubai is home to the region’s first full-scale PRC showroom, featuring the complete range of immersive experiences and brand touchpoints. In contrast, Doha has introduced a PRC city concept store – a more compact format that incorporates select PRC elements within a boutique environment. Together, they mark the beginning of a wider regional rollout that will see more PRC locations opening in the coming years.
Our ambition is to set the standard for premium mobility in the Middle East and to keep raising that bar, year after year.
Conclusion: Audi’s Vision for the Future in the Middle East
As Audi marks 60 years of progress, the brand remains dedicated to innovation, customer experience, and premium mobility. With a strong line-up of combustion and electric models, expanded EV charging infrastructure, and the rollout of Progressive Retail Concept (PRC) showrooms across the region, Audi is ensuring its legacy continues to thrive in the Middle East.
For Rene Koneberg, the message is clear: Audi’s journey is about more than cars — it’s about setting the standard for luxury, technology, and future-ready mobility for generations to come.
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