Vorsprung Durch Technik – Progress Through Technology. This embodies the Audi brand and it is evident in all their premium vehicles.
Audi forms part of the Volkswagen Automotive Group, which consists of various companies, including Volkswagen, Porsche, Bentley, Ducati, and Lamborghini. Audi has grown into one of the most successful car brands in the world by leveraging off this group and sharing platforms, designs, and technology.
Formally known as Auto Union, Audi is a luxury automotive brand from Ingolstadt, Germany. August Horch founded the company in 1932, alongside DKW and Wanderer. Volkswagen acquired Auto Union in the 1960s and relaunched the brand under the banner, Audi. The four rings in the current Audi logo represent the merger of the Horsch, DKW, Wanderer, and Auto Union brands.
Like many other German-based manufacturers, Audi was forced to hand over their production plants for military use during World War II. Following the Soviet Union control of East Germany, Audi relocated to Ingolstadt, situated in West Germany.
Audi’s global popularity started growing once more following their relaunch, but their international recognition grew when they introduced the Audi Quattro model in the World Rally Championship. The four-wheel drive rally car blitzed through the forests of Europe to set a new standard in international motorsport. They continued their success with years of domination in the 24-hour Le Mans and various other motorsport categories.
The brand is best known for building the luxurious executive family and their sports cars. Here is a list of their vehicles currently available in South Africa:
|
Model |
Category |
|
A1 |
Hatchback |
|
A3 |
Compact sedan |
|
A4 |
Sedan |
|
A5 |
Sedan coupe |
|
A6 |
Executive sedan |
|
A7 |
Executive sedan coupe |
|
A8 |
Flagship sedan |
|
Q2 |
Compact crossover |
|
Q3 |
Compact SUV |
|
Q5 |
Premium compact SUV |
|
Q7 |
SUV |
|
Q8 |
Premium SUV |
|
R8 |
Supercar |
|
TT |
Sportscar |
Audi focuses on their technologically advanced, premium vehicles, designed for those looking for an uncompromising driving experience. Although Audi is situated at the higher end of the pricing scale, the company enjoys great sales success with high-income earners.
Read more about these Audi models: Audi Q5 and Audi e-tron
Simply put, buying an Audi vehicle is considered to be an experience, with the brand setting a high standard for customer service.
Their range of vehicles includes the popular A1 and A3 hatchback models, the A3, A4 and A6 premium sedans, and the A6 and A7 sedan models with their unique design aspect. Their SUV offerings range from the compact Q2 and Q3 to the stately Q5 and Q7 models. Their flagship, the A8, is seen as their premium executive sedan that usually sets the trend for their entire brand.
Without forgetting racing enthusiasts, Audi offers their familiar S and RS models in each segment. Their ultimate performance car is the R8, a show-stopping supercar made famous in various Hollywood movies such as Iron Man.
With 40 registered Audi dealerships and service centres located across South Africa, and one in Namibia, Audi drivers are never far away from brand support.
Audis service plans and warranties are extensive and provided with the vehicles. Parts availability and service support are strengthened through their partnership with Volkswagen AG. Audi also strives to provide owners with peace of mind with the Audi Assist and Freeway Plan, designed to provide 24/7 support.
Audi owners benefit from the vehicles’ technologically advanced safety features, and owners and the general public can take part in Audi South Africa’s Advanced Driving Academy. This is a training course where drivers are taught the dynamics of advanced driving to improve their skills. Insurance companies will often see this as a benefit and your car insurance premium may even be lowered if you complete an advanced driving course.
Audi South Africa sells over 700 units a month on average, according to the Naamsa Sales Report. Here is a summary of their overall sales per month from March-August 2018:
|
Month (2018) |
Units Sold |
|
March |
782 |
|
April |
625 |
|
May |
789 |
|
June |
706 |
|
July |
743 |
|
August |
743 |
According to various reviews by South African automotive journalists, Audis are considered to be comfortable and practical and offer a great driving experience. You may want to keep this in mind the next time you’re looking to buy a vehicle or hire a car. Car rental agencies do offer Audi models within high-end segments.
The Audi A4 is their best-selling vehicle, outselling their compact A3 sedan and the A1 hatchback. Starting from R531 000, the 2018 A4 Sedan offers various luxurious comforts such as a high-resolution 12.3-inch display and Bang & Olufsen sound system.
Audi claims that the A4 Sedan is ‘more powerful, more efficient, more intelligent than ever while impressing with a path-breaking synthesis of technology and aesthetics.’
The 1.4 TFSI engine offers 110kW and 250Nm of torque with a claimed fuel consumption of 4.9 litres/100 km and emissions of 114g/km, which makes it exempt from the South African CO2 tax.
For information on other South African car manufacturers, visit our car buyers’ guide.
Prices quoted are correct at the time of publishing this article. The information in this article is provided for informational purposes only and should not be construed as financial, legal or medical advice
