Rare Audis Come to Life in Spain’s Stunning Wine Region
Audi is celebrating 60 years since its name returned to the world stage, and to mark the milestone, the brand has taken over the Rioja region of northern Spain. Surrounded by rolling vineyards and striking architecture, Audi is paying tribute to six decades of bold design, cutting-edge engineering, and a unique spirit that helped shape the brand into what it is today.
On display are some of the most beloved and iconic models from Audi’s past and present. Fans are getting the chance to see and even drive classic vehicles like the Ur-quattro, the original Audi TT, and the first-generation R8. Side-by-side with these legends are today’s flagbearers, including the RS e-tron GT and the A6 Sportback e-tron—both examples of how Audi continues to evolve without losing its essence.
Design has always been a big part of what makes Audi stand out. According to Audi exterior designer Gary Telaak, the philosophy that began with the original Ur-quattro still carries on today in every curve and detail. From bold proportions to aerodynamic efficiency, the design language of Audi is rooted in precision, clarity, and progress.
The Audi name made its comeback in 1965 at the Frankfurt Motor Show. It debuted on a saloon that was essentially a modernized version of the DKW F102. DKW was one of four brands under Auto Union GmbH, which later became part of the Audi story. The four interlocking rings in the Audi logo still represent those four founding brands: DKW, Horch, Wanderer, and Audi.
The name “Audi” itself has an interesting backstory. It is the Latin translation of “Horch,” which means “listen” in German. August Horch, after leaving the company that bore his name, cleverly used the Latin equivalent to start his next chapter. That name went quiet in 1940, but returned with strength and vision in 1965, starting with the Audi 60, 75, 80, and Super 90—each number referring to the car’s horsepower.
What really saved Audi from becoming a footnote in Volkswagen’s history books was a secret move by Ludwig Kraus, Technical Director at the time. When Volkswagen planned to use Audi just to develop its own models, Kraus developed the Audi 100 in secrecy. When Volkswagen executives visited the Ingolstadt plant, he showed them the new car—and won them over. That model not only gave Audi independence, but also set a new course toward the premium segment.
The Audi 100 was a game changer. It featured a sleek shape that helped lower drag and improve fuel efficiency. That focus on aerodynamics became a key part of Audi’s DNA and is seen today in models like the A6 Sportback e-tron, which boasts a drag coefficient of just 0.21—Audi’s most aerodynamic vehicle ever.
Among the standout models is the 1981 Ur-quattro, which made all-wheel drive a must-have in rally and later, road performance. Its 2.1-liter 10-valve five-cylinder turbocharged engine was the blueprint for today’s 400-horsepower RS 3.
Then there is the 1999 TT coupé, which broke new ground with its design and craftsmanship. The brushed aluminum interior and bold exterior were both showstoppers. Finally, the Audi R8 changed the game for everyday supercars. From the 2007 V8 to the 2018 rear-wheel drive V10 RWS, the R8 showed that performance and elegance could coexist.
As Audi looks to the future, models like the RS e-tron GT and A6 Sportback e-tron prove that the brand’s push toward electric mobility will not come at the cost of performance, design, or identity. Audi’s story continues to be one of daring ideas, timeless design, and technology that connects the past with the future.
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