Interview with Stephan Winkelmann on Audi Sport's Direction in the Middle East

Interview with Stephan Winkelmann on Audi Sport

Stephan Winkelmann joins us today to discuss Audi Sport's direction and its role in the Middle East.

Q&A Session

Question 1:

We see that the Quattro brand is creating its own identity within Audi Sport. Is there a specific reason for this?

Answer: There are several reasons for this, but the main one is that Audi Sport is a name that reflects who we are and what we do. It embodies our sporting heritage and our DNA, which is rooted in a passion for racing across various series like WEC, Le Mans, and DTM.

Question 2:

Can you highlight Audi's experiences and are there plans to bring them to the region?

Answer: Initially, we started with customers experiencing the Audi R8 GT3, and we look forward to securing championships across key regions. With the Audi RS LMS, we are also aiming for participation in a variety of series that will gain us global recognition and awareness.

Question 3:

When can we expect models like the Audi Q3 RS and TT RS to reach the region?

Answer: The Audi Q3 RS will be unveiled at the global debut of Audi Sport in Abu Dhabi tonight. As for the TT RS, you can expect it to be available before the second quarter of next year.

Question 4:

Focusing on RS models, can you share how significant the Middle East is as a market?

Answer: On a global scale, we are witnessing a shift in markets from west to east, particularly in the Middle East, which is a significant market for us. We have seen a growth of 32%, and it's worth noting that our focus is not only on large operations but also on sustainable growth and maintaining uniqueness for our customers.

Question 5:

Is there a possibility of competing with Mercedes-Benz AMG and BMW M models with the Audi RS Q7?

Answer: In a market like the UAE, you will understand the importance of Q models in Audi's lineup. Prioritizing our offerings, the Q3 RS is just the starting point for the region, and we are looking forward to it.

Question 6:

Are there any insights on models we can expect in the future?

Answer: While I cannot speak too much on this topic, I can say that you can expect eight models over the next 18 months—a significant step for a brand like ours.

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