Ascent to the premium segment

The Audi quattro made all-wheel drive popular both on the road and in motorsport. The sports coupé was produced from 1980 to 1991 and kicked off quattro’s triumphant success as well several years of dominance in rallying. Due to its superior traction, which improved driving safety, all-wheel drive technology gradually found its way into all model series.

The Audi 100 (C3) is a prime example of Audi’s rise to a technically innovative premium brand. Thanks to its highly aerodynamic body, the vehicle had a record drag coefficient of 0.30. This product line also saw the introduction of further technical innovations, such as TDI engines and full galvanisation. The Audi 100 helped Audi to expand its internationalisation strategy and successfully enter the Chinese market.

This sporty estate car came about through a joint project with Porsche and was the first RS model in the history of Audi. It successfully combined the performance of a sports car with the practical advantages and understated appearance of a family car. When it was launched in 1994, it was the fastest and most powerful Audi production car ever built.

With this luxury-class saloon, the brand cemented its place in the exclusive circle of premium manufacturers. Technical features such as optional quattro drive and a new lightweight aluminium body based on the Audi Space Frame construction principle enabled outstanding driving dynamics for a vehicle of this size. Turbo diesel technology with direct injection (TDI), which had not previously been offered in this class, was added to the portfolio in 1997, opening the way for diesel engines at the top end of the market.

In 1998, Audi caused a sensation in the compact class by launching a sports car based on the A3 platform. The model, available as a coupé and a roadster, served as a further building block for the brand’s premium positioning. Its minimalist design language made it a style icon from the outset. The name TT was a nod to a motorsport tradition, the Tourist Trophy on the Isle of Man, reinforcing the sporty credentials of the car, which was produced in Győr, Hungary.