Audi is to launch a worldwide network of specially branded ‘Audi Sport’ dealers to fight the BMW M and Mercedes-AMG performance car divisions.
The project has been under development for a couple of years and will be rolled out worldwide by the end of this month.
Audi’s intention is to formalise and increase the success of its RS models. The feeling is that its enthusiast buyers need special treatment and haven’t been getting it.
The launch of the new Audi Sport dealer network is being tied in with the new R8. Audi will reorganise and expand its strategy for reveals of sporty and powerful models so there’s roughly one ‘event’ every year.
“In 2013, we had seven new RS models in one year - then nothing,” said sales and marketing boss Luca de Meo. “We won’t be doing that again.”
Some UK dealers are ready to launch Audi Sport premises alongside existing dealerships. “We don’t insist on this,” said de Meo, “but we are very happy if it happens.”