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256 – Audi makes it a century

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18 July 2009

AUDI reached its centenary this week. And launched its new Audi A5 Sportback to coincide with this momentous landmark.

The Audi A5 Sportback is certainly different for Audi. A hatchback – in the executive market? Don’t we just like our saloons and estates in this sector?

Apparently not. Since Saab ditched its 9000 hatchback there’s not been a credible premium hatchback to provide that additional practicality so many business drivers want.

My old man used to work for a small business designing exhibition stands for the likes of Rolls-Royce, Lotus and Philips. His boss loved his Saab 9000 – lots of turbo go and brilliant five-door practicality. “Perfect for taking the garden rubbish down the dump. Quickly…” he’d say.

And now we have Audi aiming at that same market again. Will it succeed? Well BMW has just launched its GT model based on the 5-Series (although it’s very expensive). This is another big executive hatchback. So maybe these German car makers are onto something.

Mind you, Audi has always been inventive. The company was founded by August Horch. Horch had run his own automotive company before – called Horch. But following a disagreement, left to set up another under a new name: Audi (a translation of his name in Latin – Horch means hark or listen in German, and Audi was the translation).

The present day Audi is something of an amalgamation of past German automotive history, including DKW Wanderer, Auto Union and NSU. But no less great for that.

I have to put my hand up and declare a liking for Audis. I’ve always wanted one of the original Audi Quattros and I loved the original, rather plush and sportily styled Audi 100/200 Avant estates.

Anyway, for history, here’s a roll call of Audis I’ve had in the past:

Audi 100 2.0E
Audi S6
Audi A4 1.8T
Audi A4 Avant 2.8 quattro
Audi A4 2.0 TDI

And shortly I shall be adding to the list with an Audi A6. But more of that later.

Anyway, congratulations Audi on your centenary.

100 years of car making

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Ralph Morton

Ralph Morton

Ralph Morton is an award-winning journalist and the founder of Business Car Manager (now renamed Business Motoring). Ralph writes extensively about the car and van leasing industry as well as wider fleet and company car issues. A former editor of What Car?, Ralph is a vastly experienced writer and editor and has been writing about the automotive sector for over 35 years.

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