Audi Sport’s CEO Stephan Winkelmann reveals the German marque’s strategic drive to produce high-performance models

Motor racing has been part of Audi’s DNA for many decades. Why is it so important to Audi?

I think it is the basis of our company. Looking at the cars, they are sporty models. A lot of them were also developed for racing purposes. The R8 is one such example. So it is part of the logic behind how we build cars and how we develop them. The name Audi Sport is the right match for this. The rules and history are also very important to our company and, in general, to other companies, especially when you are in a premium segment and or a high-end sports premium segment. Therefore, the rules and history are part of our success and are also important for tomorrow, because we started in the 1930s when the legendary “Silver Arrow” models of Auto Union were the ultimate benchmark for racing circuits worldwide and we have a very long motor sport history. I think this combination is important for us and this is also recognised by each and every customer.

Audi is transferring racing technology into the series production cars such as the RS 3 Sedan. Could you explain more in terms of the design, the equipment and the performance?

Not every RS model is meant to go on a race track. But 50 per cent of the parts in the R8 are also in the RS GT3. The design gives it a perfect balance. The engine is a mid rear-engine. So the car is exactly how a racing car should be. It’s clear that there is an idea behind all the other cars during the drawing phase. Picking the differences is awkward as it depends on time and the type of car. But lightweight materials, positioning and the balance of the car, all these things are clearly valid for both cars.

Which customers are you targeting?