Audi

Now considered able to stand shoulder to shoulder with BMW and Mercedes-Benz, Audi is one of the industry’s success stories of the past decade. Offering a desirable range, which is expanding at an almost unparalleled rate – we take a look at the current line-up and give you the low down on the options available.

To understand where Audi’s at today, one needs to take a close look at the marque’s evolution, and how it grew during the 1980s and 1990s – for a long time, Audis were considered to be posh Volkswagens for a very long time, and the vast array of shared componentry between, say, the Passat and A4 did little to alleviate this long-held buyer perception.

However, in the late 1990s, two events pushed Audi into the automotive premiership – the launch of the TT Coupe in 1998, and the decision by the Volkswagen-Audi-Group (VAG) to separate the two marques’ dealer networks. At a stroke, Audi’s clientele was made to feel more special than it had in the past…

Audi’s model realignment began in earnest in 1995, with the introduction of the A4. The old 80/90/100/200 model range was beginning to groan under the weight of the myriad of engine and model variations – and in a move that echoed BMW, the line-up was divided into 4-, 6-, and 8-Series models. The quality and desirability of the model range improved dramatically almost overnight, and buyers started taking Audi a whole lot more seriously.

With the A4, A6 and A8 on the market, and the S-models handling the needs of go-faster buyers, Audi now had the range to answer all of the questions posed by BMW and Mercedes-Benz – if not the glamour.

Enter the TT

In 1995, Audi unveiled the TT design concept – a landmark design concept that finally established the company’s heritage in the modern context. The car mixed ultra-modern detailing with Bauhaus-inspired styling, and a feel good interior that positively begged you to step in and touch it… Even more cleverly, the car ran on existing VAG underpinnings, and was powered by a Golf/A4 engines.

As soon as it appeared on the Motor Show scene, commentators started talking about when, not if, the concept would reach production. Two years later, their questions were finally answered…

Once it hit the marketplace, demand for the TT was unprecedented, with buyers paying a healthy premium for early delivery of the first cars. Many thought that the TT would be a fad, but continued demand throughout its entire production run soon put paid to the views of the doom sayers… despite the very public early recall to rectify issues with the high speed handling.

The TT’s success soon cast a warm halo over the rest of the range, and that emboldened Audi into attacking new market niches – as well as bolstering those it was already a principal player in.

Fast forward nearly ten years, and the company has grown massively – its huge volume sales underpinned by the stalwart A4 and A6, and topped off nicely by the new generation TT, RS4, A5 Coupe and R8 supercar…

Audi majors on body technology – aluminium construction, pioneered by the original A8, has spread through the range – as well as beautiful build quality. Audi interiors are renowned as the best in the business, and panel shut lines are razor-thin. The engines are among the most advanced on the market – and the TDI sub-brand has shown its colours by dominating last year’s Le Mans 24-Hour race under the hood of the R10.

It’s a combination of factors customers really buy into – in 2004 the company recorded its 11th straight increase in sales, totaling 779,441 vehicles worldwide. This upward trend looks set to continue for the foreseeable future, too – especially in the UK, where the company has just enjoyed a record 2006.

The cars

Audi’s range is incredibly comprehensive these days, with niches being plugged left, right and centre in its titanic struggle to oust BMW and Mercedes-Benz from their spot at the top of the heap. We choose six of our favourite new – and late used – models, and give you the lowdown.

History

It’s a complicated one, this – and the recurring theme of Audi’s chequered history is most definitely rebirth. Audi can trace its origins way back to 1901 with the first Horch car. However, within a decade, company founder August Horch was forced out, starting again in his home town of Zwickau – audaciously using the same name in doing so.

However, the former company won the right to use the name, forcing August to choose a new name. The Audi nameplate came about because Horch means listen in German… with Audi meaning the same in Latin. The company went from strength to during the 1920s, producing imposing – and sporting – machines, before being bought into by DKW in 1928.

In 1932, Audi merged with Horch (how ironic), DKW and Wanderer to form Auto Union – and became embroiled in a nationalistic show of
motorsport strength alongside Mercedes-Benz, attacking Grand Prix racing with its silver racers... The Audi emblem was created at the time, adorning Auto Union’s cars – and each ring represented one of the constituent companies that formed the all-powerful alliance.

The Audi name fell into abeyance following the creation of Auto Union – and that then fell by the wayside, as the company’s factory and headquarters in Zwickau fell behind the Iron Curtain in the aftermath of World War II.

Daimler-Benz became Auto Union’s owner at the time, and did nothing of substance with it, selling the rights to Volkswagen in 1964. Volkswagen relaunched the Audi marque the following year, introducing a car sold as simply the ‘Audi’, with the manufacturer being known as Auto Union. However, this ungainly arrangement was soon dropped, with the car being repositioned as the Audi 72 shortly afterwards.

The range expanded, and soon, the range comprised of the Audi 60, 75, 80, and Super 90. Audi and NSU merged in 1969, bringing the wonderful Ro80 into the fold, but the once-great name faded as quickly as this car’s wonderful engine caused problems.

A3

Audi’s second generation compact has been a major success story – building on the success of the original 1997 car, Audi’s A3 has won many friends in the compact executive sector. In doing so, it also influenced BMW’s decision to introduce the 1-Series and Mercedes-Benz, the C-Class Coupe – but that’s another story.

Although beneath the A3’s svelte skin beats the heart of a Volkswagen Golf, there’s no way that’ll be putting you off – because current model dynamics are top drawer, and the quality is typically Audi-tight.

The base 1.6-litre petrol model might not have the performance to back up the looks, but the rest of the range does – and the stonking new S3 has gone straight to the top of the hot hatch pile…

A4

In the past, the default choice in the compact premium saloon category was the BMW 3-Series – however, since 2000, Audi has changed all that with its A4. Since the facelift a couple of years ago, the A4 has emerged as a genuine front runner, which is utterly satisfying to spend time with on a long-term basis…

Dynamically, it’s not quite at the pinnacle of the class, but with such a wonderful interior to spend time in, and a hugely assured presence on the motorway, who really cares? In 2.0TDI form, the A4 is swift and refined, and can maintain 40mpg economy with ease – while the larger V6 models (in petrol and diesel form) are genuine continent gobblers.

Consistent demand on the used market keeps residuals strong, especially in Avant form.

A6

Since the appearance of the current generation model, Audi’s A6 has taken the lead of the executive sector in a number of important areas – it’s incredibly roomy, a refined performer on the motorway and it looks a whole lot more palatable than its immediate German rivals.

Audi has extensive experience producing cars in this sector, and it shows – the A6 has remarkably few niggles, and delivers a very polished performance on the road. The quattro models offer plenty of grip and feel for those who want to push on – and the larger engined models deliver loads of pace… as long as you’re not too fussy about fuel consumption or depreciation.

Again, the TDI models are highly sought after, so expect to pay a handsome premium on the forecourt.

A8

Audi got serious about competing right at the top of the market in mid-1990s with the original A8 – a pretty and substantial plutocrat’s chariot fashioned from aluminium. However, it’s only with the arrival of the current model, that Audi’s efforts became truly convincing, and took the fight to the Mercedes-Benz S-Class.

Featuring beautiful engineering and searing performance in the higher spec models, the A8 has all the ingredients for major success – and although this is a conservative market sector, the A8 is delivering all the promise its predecessors tried hard to achieve.

Performance, refinement and room are all in the top echelons, although resales aren’t quite up with the top players. Running costs are also high, proving that sometimes pleasure has its price…

TT

Given that it was a bit of a cash cow for Audi, it came as no surprise that the new TT looks
remarkably similar to the car it replaced. However, don’t for one moment assume that just because it looks the same, that it feels the same on the road.

Where the original was slightly aloof on the road, the new one is handling dynamite, with steering feel good enough to inspire confidence in any driver. The interior retains much of the enduring appeal of the original, but with notable improvements in some of the minor controls.

Treat it as a grippy point-and-squirt two seater, and you can’t go far wrong – just don’t expect it to turn as many heads as the original did nearly a decade ago.

Q7

The Q7 proves that the company is deadly serious about going nose to nose with its established rivals. Coming from the company that invented the quattro back in 1980, it goes without saying that this is an accomplished on-road performer, as well as delivering enough in ability in the rough stuff.

You’ll need to be bold as brass to drive one in today’s increasingly anti-SUV climate. But with a huge interior, exquisite build quality and imposing styling, it’s easy to see why the Q7 has met with such an enthusiastic following.

A few cars have trickled on to the second hand market, but seem to be changing hands at near-or-above list rices to those buyers keen to queue jump their way into one… but how long will this situation remain?

R8: Can it beat the 911?

Audi’s confidence knows no bounds it seems – not content with taking the fight to icons
such as the BMW M3 (with its RS4), the Range Rover (with the Q7) and the 3-Series Coupe (with the new A5), the company is now going for the jugular of the most sacred of all cows: the Porsche 911.

The new mid-engined R8 supercar is priced within spitting distance of the 911, and comes with all the standard features that define recent Audis – but with an added twist of driver appeal. Early indications are that the R8 has enough ability to give the Porsche bloody nose, although the jury’s out until it reaches the UK as to whether it will deliver a killer blow.

Either way, the R8 has the ingredients to set the cat among the pigeons at this price level – even more so when Audi sees fit to install the V10 Lamborghini Gallardo engine, which as already seen service in the stunning S8…