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As with the BMW M brand, Audi Sport has long been the Audi performance brand, but there has never been a cohesive message around the name. Due to this fact, Audi Sport lacks the name recognition of other performance brands.
We used the legendary Audi Sport racing history to give some much-needed background and depth to the name. And by citing specific examples of racing technology that have been adapted to production models, we created a direct connection between the Audi Sport racing heritage and its trickle-down benefits to all Audi Sport models.
Audi Sport has rapidly gained recognition as a premier performance brand, and in doing so has helped to raise awareness about the specific Audi Sport models as well as the Audi brand as a whole.