You’d be forgiven if you thought Audi’s performance division was called “RS”. After all, the Germans have a history of using letters to describe their more powerful offerings, such as BMW M and Mercedes-AMG.
In Audi’s case, it’s a bit more complex. While the cars themselves wear S and RS badging, the performance division is actually called quattro GmbH (without the capital Q, because Audi), which is the name of the all-wheel drive system that made the brand so popular with Group B rally fans. It’s compounded by the fact normal Audi’s wear the quattro nameplate when they sport all-wheel drive, so it’s not that exclusive of a name.
In Australia, Audi is looking to fix this organizational and marketing nightmare. Enter Audi Sport.
The performance division itself, quattro, will not change its name, but the products developed by Quattro (screw it, I am using capitals) will now be marketed under the customer-friendly Audi Sport umbrella. CarAdvice reports 15 dealers will have Audi Sport-specific showroom areas by the end of the year for selling RS models and Audi’s halo car, the R8. S models will still be sold under the more plebeian Audi banner.
The additional moniker is a pilot project by Audi that could be found in other regions in the future. Considering the sub-branding success of BMW and Mercedes — the latter has completely re-engineered how it’ll name all vehicles in the future — it’s probably about time Audi did the same.
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