Audi Sport

What Audi Sport does

Audi Sport is the high-performance vehicle division of Audi AG (itself a wholly-owned subsidiary of Volkswagen AG), producing RS (RennSport) and S model variants including the RS e-tron GT (637 HP electric flagship), RS Q8 (631 HP performance SUV), RS 6 Avant Performance, RS 7 Performance, and RS 3 (entry-level RS with five-cylinder engine). The division's core technology rests on the proprietary quattro all-wheel-drive system (continuously developed since 1981), the shared PPE (Premium Platform Electric) architecture with Porsche, and increasingly electrified powertrains including the RS 5 plug-in hybrid (2.9-liter V6 biturbo paired with an electric motor producing 639 combined horsepower), marking the division's transition toward electrified performance.

Audi Sport operates primarily through a direct-to-consumer go-to-market model via the authorized Audi dealership network in the United States, with online vehicle configuration, in-dealer purchase or lease, and financing through Audi Financial Services. Revenue is generated across four streams: hardware sales of premium vehicles (MSRPs ranging from $50,600 for the Q4 e-tron to $127,700+ for the e-tron GT family), recurring subscriptions via Audi connect PLUS digital services, managed financing and leasing arrangements, and professional service and parts revenue through factory-trained technicians and prepaid Audi Care maintenance plans. The division also extends into motorsport through the Audi Revolut F1 Team (entered in 2026 with drivers Nico Hülkenberg and Gabriel Bortoleto) and earlier Dakar Rally overall victory in 2024 with the RS Q e-tron, using racing as a technology showcase and brand-marketing channel.

The division serves three principal customer segments: affluent Luxury Performance Vehicle Buyers seeking RS and S model driving dynamics and prestige, Electric Vehicle Adopters seeking electrified luxury without compromising range or performance, and Family and Lifestyle Buyers requiring spacious SUV utility with towing capacity up to 7,700 lbs. Supporting the core vehicles are ecosystem services including the myAudi app (remote start, climatization, charging, service scheduling), Electrify America charging integration (184,000+ public ports), Qmerit home charger installation, Audi exclusive factory customization (30-year heritage program), and the Audi Revolut F1 Team merchandise storefront, creating a recurring-revenue layer above the one-time vehicle sale.

Name

Audi Sport

Legal name

Audi of America

Website

https://audiusa.com

Company type

Private

Founded year

1909

Operating status

Operating

Short description

Audi Sport is the high-performance division of Audi AG (Volkswagen Group subsidiary), producing RS and S model electric, plug-in hybrid, and gasoline performance vehicles sold through authorized U.S. dealers to affluent luxury performance buyers, EV adopters, and family SUV buyers, with the Audi Revolut F1 Team as its global motorsport showcase.

Ownership category

akta.pro rank

Product category

Luxury Performance Vehicles

akta.pro primary industry

Passenger Vehicle Electrical & Electronics Manufacturing (ICE) (IMACAAAK)

Keywords

• High-performance vehicles
• Luxury sports cars
• Electric performance SUVs
• Plug-in hybrid vehicles
• Performance car manufacturing

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Vehicle Sales: Audi Sport generates revenue primarily through the sale of high-performance RS and S model vehicles, which command premium pricing over standard Audi models. Vehicles are sold through authorized dealerships with various trim levels and customization options.
2. Digital Services Subscriptions: Audi connect PLUS and digital services subscriptions providing Wi-Fi hotspot, Disney+ streaming, passenger gaming, and remote vehicle features. These require paid subscriptions after trial periods.
3. Financial Services: Audi Financial Services provides vehicle financing and leasing through partnerships with financial institutions, generating revenue through interest and lease arrangements.
4. Service and Parts: Factory-trained technicians provide maintenance services using Genuine Audi Parts, with programs including Audi Care prepaid maintenance plans and Audi Signature Care for new vehicles.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Audi Sport designs, engineers, and sells Audi's RS (RennSport) high-performance vehicles, including fully electric RS e-tron models, plug-in hybrid RS variants, and high-output combustion-powered RS performance cars. The division also delivers the Audi exclusive customization program, Audi Care prepaid maintenance, myAudi connected services, extended warranty and Pure Protection vehicle protection products, and F1-team-aligned brand experiences and merchandise.

Product overview

Audi Sport operates as the high-performance division of Audi AG, offering a diverse portfolio of luxury vehicles centered around its RS (RennSport) performance sub-brand. The product lineup includes the RS e-tron GT (electric performance flagship), RS Q8 (performance SUV), RS 6 Avant Performance (high-performance estate), RS 7 Performance (sporty four-door), and RS 3 (entry-level RS with 5-cylinder engine). Broader Audi offerings span the complete luxury vehicle range including sedans (A3-A8), SUVs (Q3-Q9), and electric models (Q4 e-tron, Q6 e-tron, A6 e-tron, e-tron GT families). Supporting services include Audi exclusive customization (30-year bespoke personalization program), Audi Digital Services with myAudi app connectivity, charging infrastructure via Electrify America, warranty and protection plans, and Audi Care maintenance programs. The brand also extends into motorsport through the Audi Revolut F1 Team and Dakar Rally-winning RS Q e-tron program, representing over 100 years of racing heritage.

Differentiator

Problem solved

Functional benefit

Brands

• Audi Revolut F1 Team: Audi's Formula 1 racing team competing in the FIA Formula 1 World Championship, featuring drivers Nico Hülkenberg and Gabriel Bortoleto.
• Audi Sport

Products and services

• Audi RS e-tron GT A fully electric high-performance grand tourer positioned as Audi Sport's flagship electric performance vehicle, sold to affluent buyers seeking brand-defining EV performance and range.
• Audi RS 5 PHEV A plug-in hybrid high-performance variant of the RS 5 line, combining a combustion engine with electric propulsion for performance buyers seeking electrified power.
• Audi RS e-tron SUV / Q8 e-tron SUV family High-performance electric and plug-in hybrid SUV variants sold by Audi Sport to buyers seeking utility and performance in a luxury package.
• Audi RS SUV lineup (Q8, Q7, Q5 RS variants) Audi Sport's line of high-performance RS-badged SUVs derived from Audi's core SUV range, offering utility, quattro all-wheel-drive, and RS powertrain tuning.
• Audi exclusive customization program Factory-backed bespoke customization service allowing buyers to personalize Audi vehicles, including RS models, with exclusive materials, colors, and trim options.
• Audi extended warranty and vehicle protection plans Audi factory-backed extended warranty contracts sold at point of purchase to protect RS owners against unexpected mechanical repair costs.
• Audi Pure Protection vehicle insurance products Insurance and protection product offerings for Audi vehicle owners providing coverage beyond standard warranty terms.
• Audi Care prepaid maintenance program Subscription-style prepaid scheduled maintenance program covering routine Audi service intervals for a fixed upfront cost.
• myAudi App connected services Mobile and web application providing Audi owners remote vehicle access, connected services, over-the-air updates, and digital ownership tools.
• Audi digital services and digital product portfolio Broader Audi digital service offerings complementing vehicle ownership, including digital upgrades and connected features available to Audi customers.
• Audi Formula 1 team merchandise and experiences Apparel, collectibles, and exclusive experiences sold through Audi's Formula 1 factory team program, extending the Audi Sport performance brand into motorsport lifestyle.

Quantifiable outcome

• RS e-tron GT achieves up to 637 HP with launch control, 0-60 mph in under 3 seconds
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Major League Soccer (MLS)coreGTM or Marketing Partner · 22 October 2025Audi and Major League Soccer extended their partnership for multiple years with Audi remaining as the Official Automotive Partner. The partnership includes media campaigns, debut advertising during MLS Cup Playoffs, and promotional activities featuring RS e-tron GT vehicles.
• Electrify AmericacoreStrategic or Co-development PartnerPartnership providing complimentary charging credits for Audi e-tron owners at Electrify America DC fast-charging stations across the United States. New e-tron models include varying charging benefits ranging from 250 kWh to unlimited charging for specified periods.
• QmeritminorImplementation/ SI/ Consulting PartnerHome charger installation partner helping Audi EV owners set up Level 2 charging at residences through licensed professional electricians.
• PorschecoreTechnology or IntegrationShared PPE (Premium Platform Electric) platform used for RS Q6 Sportback e-tron and Porsche Macan Turbo Electric, demonstrating Volkswagen Group technology sharing for electric vehicle development.
• RevolutcoreGTM or Marketing PartnerNaming partner of Audi Formula 1 team, rebranded as Audi Revolut F1 Team for increased brand visibility and market reach in financial services and motorsport.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Polestar: Polestar is the electric performance brand of Volvo Cars (Geely), producing the Polestar 2, 3, 4, and Polestar 5. It is an emerging direct competitor to Audi Sport's growing e-tron performance portfolio in the luxury electric vehicle segment.
• Genesis: Genesis is Hyundai's luxury brand with the GV70, GV80, G70, G80, G90 plus performance-oriented G70/G80 sport trims and the upcoming GV60/EV8 Magma concepts. Comparable to Audi Sport as an emerging premium brand competing for similar affluent performance-oriented buyers.

Direct peers

• Aston Martin: Aston Martin produces GT and sports cars (DB12, Vantage, DBX) plus F1 participation. Comparable to Audi Sport on luxury GT and SUV positioning, motorsport heritage, and bespoke customization programs, though at a higher price per unit.
• McLaren: McLaren Automotive focuses on high-performance and hypercar segments with models like the GT, Artura, 750S, and Solus GT. Comparable to the upper RS performance tier of Audi Sport on engineering, performance per dollar, and motorsport DNA.
• Ferrari: Ferrari is the global benchmark for high-performance luxury automobiles, offering an ultra-premium model range plus F1 participation (the highest commercial benchmark for racing prestige). Comparable to Audi Sport on motorsport heritage and performance positioning, though at a substantially higher price and exclusivity tier.
• Mercedes-AMG: Mercedes-AMG is Mercedes-Benz's high-performance sub-brand, offering AMG variants across the C, E, S, G, EQE, EQS, and AMG-exclusive vehicles like the GT. It directly competes with Audi Sport across equivalent segments including high-performance sedans, SUVs, and now electrified AMG models in the same premium price brackets.
• Lamborghini: Lamborghini is another VW Group sibling brand focused on ultra-premium performance vehicles like the Huracán, Urus, and Revuelto. Comparable to Audi Sport in being a performance-focused VW Group brand, though positioned at a higher price point and lower volume.
• Porsche: Porsche is a sister brand within the Volkswagen Group that shares the PPE electric platform with Audi Sport (used jointly in Macan Turbo Electric and RS Q6 Sportback e-tron). Porsche competes directly with Audi Sport on performance credentials, with stronger motorsport heritage (including F1) and similar premium pricing.
• Maserati: Maserati produces luxury performance vehicles including the GranTurismo, MC20, Grecale, and Levante, with Formula E participation. It competes with Audi Sport in the luxury performance segment, particularly in GT and SUV body styles, with similar MSRP ranges.
• BMW M: BMW M is BMW's high-performance sub-brand, producing M variants of the 3, 4, 5, X, and iX lineups plus dedicated performance models like the XM and M2. It is the closest direct competitor to Audi Sport, competing head-to-head in the performance luxury segment with similar pricing tiers, dealership distribution, and motorsport heritage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/AudiSport
• YouTubeyoutube.com/@AudiUSA
• Facebookfacebook.com/AudiUSA
• LinkedInlinkedin.com/company/audi-of-america
• Instagraminstagram.com/AudiUSA

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Audi Sport