Audi Sport dedicated sub-brand emerges in Australia

In a pilot move to differentiate its sports models, the RS and the R8, Audi has chosen Australia as a global pilot market for a sub-brand. Called “Audi Sport,” the initiative will have a section specially dedicated to its RS and R8 lineups in all its 15 dealerships throughout Australia by the end of 2015, CarAdvice reports.

The company is aiming to split both its sports car and racing activities from its non-RS models – the S and S-line models however will not be included under the Audi Sport sub-brand as it requires models to have been “sufficiently re-engineered” before it can join the club.

The separation will see a group of Audi experts – no, not just any normal Audi experts, but Audi RS and R8 ones – who will be trained accordingly to give potential customers specific advice on the marque’s performance models and its flagship sports car. Additionally, dealers are now also required to have RS cars on display and in stock together with its accessories and merchandise ready at showrooms.

It makes sense, seeing that Audi’s success in Australia comes mostly from its RS models. The continent is in the global top 10 markets in terms of demand for the RS range and it looks set to increase its position not only through this branding exercise, but also through the introduction of the Audi RS3 Sportback later this year and the 2016 Audi R8.

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