Monday 31st October 2016

Audi Sport Centre to open in Abu Dhabi

If you're only after the really, really fast Audis, this is the dealership for you [video added]

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It probably won't have escaped your attention that there are a few more Audis on the roads these days. Or rather a lot more. Most interestingly for PH though is the news that sales of Audi Sport models - the new name for the Quattro GmbH cars - have doubled in the past five years, with more than 17,000 sold in 2015. Remember that's just RS cars and the R8 too.

But, if you're Audi, how do you go about selling more Audi Sport cars? You build a dealership selling only those cars, obviously. In Abu Dhabi. The "all new futuristic showroom" opens next week, with Stephan Winkelmann and Tom Kristensen set to make appearances. Apparently "growing demand for high performance cars in the region" - sales of Audi RS and R models are up 44 per cent year to date in Abu Dhabi - has made the development feasible. Hardly automotive surprise of the year...

What's more, it's believed that another eight global Sport models are due for launch next year in addition to 2016's RS3 saloon, R8 Spyder and TT RS. That will include the RS4 and RS5 variants certainly, plus perhaps an RS1 or RS8. That's before considering the SUVs as well.

What the opening of this dealership means for other Audi showrooms remains to be seen. At present Audi Sport products are available in 370 of Audi's 2,900 global dealerships, expected to rise to 600 by the end of 2017. But could we see more specialist, Sport-only outlets? Well if this Abu Dhabi venture is a success, it would surely take a brave person to bet against it.

Watch the launch video here.
 

[arkenphel]

<cough cough> Brand dilution etc etc....

I must say Audi Sport does not have a nice ring to it. Reminds me of Audi branded sports bags and polo shirts. Quattro is so much more evocative, and this is coming from a guy who's only really been into cares for the past 15 years or so...

[Leins]

I'd like to think they'll have a nice RS2 or C4 S6 V8 sitting in pride of place in the shiny new showroom, but suspect that won't be the case

[dvs_dave]

Leins said:

I'd like to think they'll have a nice RS2 or C4 S6 V8 sitting in pride of place in the shiny new showroom, but suspect that won't be the case

C4 S6 PLUS would be nice. Super limited edition and unlikely many left these days

[briang9]

Not sure the appointment from Lamborghini of Stephan Winkelmann and the rename is going to be all that great for Audi TBH, I just hope he does'nt mess up!!

[Loyly]

Abu Dhabi. How curious that they would build a dealership for their best cars that is as far as possible from a road worth driving on...

[only1ian]

If anyone in PH towers or th forums at interested I'll be going along for the opening. Can post some pics or ask some questions if you like!?

[only1ian]

Loyly said:

Abu Dhabi. How curious that they would build a dealership for their best cars that is as far as possible from a road worth driving on...

It's a fair call but their are afew you use have to search a it harder than you do in the UK. Oman 90 mins to the border from Abu Dhabi has some amazing black stuff in the Hajaar mountains

[belleair302]

It is all about increasing sales, selling cars with more accessories and saving VW's Brand from the US Government. VW is pushing other brands to a greater position hoping to improve their sales, saving VW's bacon from a massive fine.....

[Leins]

only1ian said:

If anyone in PH towers or th forums at interested I'll be going along for the opening. Can post some pics or ask some questions if you like!?

Would you mind asking them when they'll start supplying parts for their older models please?

[stevieeg]

only1ian said:

It's a fair call but their are afew you use have to search a it harder than you do in the UK. Oman 90 mins to the border from Abu Dhabi has some amazing black stuff in the Hajaar mountains

Was about to say exactly the same. I fondly remember doing Visa runs to Oman, although I've never mamaged to make it there in 90 mins! The route between the Sharjah Kalba Road and Hatta (On the UAE side) is a fantastic drive.