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Stephan Winkelmann, a prominent figure in the automotive industry, spends a few moments in an exclusive interview explaining Audi Sport’s direction and role in the Middle Eastern region.
Q. We see that Quattro GmbH is rebranding itself as Audi Sport, any particular reason why?
A. There are several reasons, but the main reason is that Audi Sport as a name reflects who we are and what we do. It reflects our Motorsport heritage and our racing DNA that has seen us compete in several series including WEC, Le Mans, and DTM all across the globe.
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Q. Could you shed some light on the Audi Driving Experience and tell us if there are any plans to bring it to the region?
A. We have begun our groundwork with customer racing in the Audi R8 GT3 and we’re looking at having championships that are well distributed across the main regions to gain visibility. With the Audi RS3 LMS, we are also looking into new series that will gain global recognition and awareness, as we feel the opportunities are endless.
Q. When can we expect models such as the Audi Q3 RS and TT RS to make their way to the region?
A. The Audi Q3 RS will be making its appearance at the opening of the world’s first Audi Sport showroom in Abu Dhabi later tonight. As for the TT RS, you can expect it to be available before the second quarter of next year.
Q. Focusing on the RS models, could you share some figures to highlight just how important the Middle East is as a market?
A. On a global scale, we are seeing a shift in markets from the West to the East, and the Middle East in particular, is an extremely important market for us. While we have seen a year-to-date growth of 32%, it is worth highlighting that our focus is not only on sheer volumes, but to grow controllably and maintain exclusivity for our customers.
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Q. Are there any plans to rival Mercedes-Benz’s AMG and BMW’s M divisions with something along the lines of a RS Q7?
A. Sitting in a market like the UAE, you understand the importance of the Q models in the Audi line-up. While it is simply a case of priorities, the Q3 RS is definitely a starting point for the region and we are looking into it.
Q. Any insights on models we can expect in the near future?
A. Although my lips are sealed and I can’t reveal much, I can say that you can expect 8 models in the next 18 months – a huge step for a small brand like ours.
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