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History of Audi

For over a century, Audi has been driven by progress. From bold beginnings to breakthrough ideas, these ten iconic moments trace the milestones that shaped Vorsprung durch Technik.

1909 - It’s always been about Vorsprung

When August Horch left Karl Benz to start his own company, it wasn’t just a career move. It was a belief in better. His vision for more advanced, efficient engineering laid the foundations for everything Audi stands for today.

1932 - The birth of the iconic Audi rings

Four pioneering brands – Audi, DKW, Horch and Wanderer – united to form Auto Union AG. Their shared vision of progress was symbolised by the four interlinked rings that remain the mark of innovation and unity today.

1965 - The secret car that revived the brand

Developed in secret under VW ownership, the Audi 100 was the car that revived the brand. Ingeniously presented to VW leadership as a finished concept, it became a global success and proved the value of bold, independent thinking.

1976 - quattro: The birth
of a legend

The quattro system redefined what was possible on the road. Its dominance in world rallying during the 1980s cemented Audi and its reputation for innovation and mastery in every condition.

1983 - Enter Vorsprung durch Technik

First spotted on a poster in Ingolstadt, the phrase Vorsprung durch Technik became Audi’s defining promise and a cultural icon. Adopted in the UK, it captured the spirit of progress and entered everyday language.

1994 - The space frame revolution

With the launch of the first A8, Audi introduced the revolutionary aluminium Space Frame. Lighter, stronger and more efficient, it set new standards in vehicle construction and became a benchmark for modern engineering.

1995 - TT

Revealed at the Frankfurt Motor Show, the TT concept brought Bauhaus-inspired simplicity to car design. When it launched in 1998, its purity of form and precision detail redefined what a sports car could be.

2003 - The Le Mans quattro concept

The Le Mans concept laid the groundwork for the Audi R8. With a V10 biturbo engine and unmistakable design, it bridged endurance racing and road performance, creating a perfect expression of Audi’s motorsport heritage.

2012 - The success of e-tron racing

The R18 e-tron quattro became the first hybrid to win at Le Mans. Combining electric innovation with quattro performance, it marked a turning point for Audi and proved that efficiency and endurance could truly coexist.

2025 - The spirit of Vorsprung durch Technik Spirit lives on

The Q6 e-tron offroad concept embodies the same boldness that defined Audi’s earliest pioneers. Developed in secret by passionate engineers, it shows that the spirit of innovation and daring is still very much alive.

Looking ahead – Audi Concept C

Progress never stands still. The Audi Concept C points to the next chapter of Vorsprung durch Technik, where design, innovation and clarity come together to shape the future of mobility.

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