• Exclusive home for the Audi Sport RS and R models
• Ali & Sons have invested over US $60 million in the brand
• Regional launch of Audi’s new performance brand Audi Sport
Abu Dhabi, October 23rd, 2016 – Ali & Sons, the exclusive Audi representative in Abu Dhabi and Al Ain, will celebrate the inauguration of their new Audi Sport Center on October 26th. The Audi Sport Center, located in Al Sawari Tower A on the prestigious Corniche Road, is the world’s first stand-alone showroom dedicated to Audi’s new performance brand. The new facility spans 1,122 sqm across 2 levels. Ali &Sons have invested over US $60 million in the Audi brand in Abu Dhabi over the last two years, including the opening of a new Audi ‘Terminal’ showroom, a new service workshop, an Audi Approved: plus showroom and this dedicated Audi Sport Center.
Commenting on the announcement, Mark Austin, General Manager of Audi Ali & Sons says: “This is an investment in the future. The new Audi Sport Center is a dedicated space for high-performance car lovers. The look and feel is distinct and the whole flavor is about luxury, from the main entrance with its red walkway to the Audi exclusive lounge area on the mezzanine level.”
The new Audi Sport Center will be home to the Audi Sport RS and R models only. “This is a far more specialist purchase, and by virtue of being specialist, a lower volume of high performance cars are on display. So customers will have a much more personalized experience”, says Mark Austin. “It will be an environment that caters for customers who have an expectation of 5-star service”, he continues.
Ali Bin Khalfan Al Mutawa Al Dhaheri, Chairman of Ali & Sons, Stephan Winkelmann, CEO of Audi Sport, Tom Kristensen, 9-time Le Mans winner and General Manager of Audi Ali &Sons, Mark Austin, will officially inaugurate the Audi Sport Center with numerous VIP guests on Wednesday October 26th.
In terms of sales, the UAE is the most important market for Audi in the Middle East. Audi Sport models have seen a growth of 32% in the region year to date. “Abu Dhabi is the perfect market to open the first Audi Sport showroom, as our buyers are very conscious of the latest models. It’s also a big car market, with an emphasis on high-end cars like the Audi R8. We have an unusually specialist sales model mix compared to normal markets. Also, in our experience Abu Dhabi buyers want everything, so by default our specification choices must include everything. It’s the high end of the high end”, says Mark Austin. And he continues: “There is also great enthusiasm amongst the Ali & Sons family, who are all proud to drive Audi models as their personal cars, despite owning a number of premium brand dealerships in their portfolio.”
Specially flown in for the event were the Audi R18 — the 2014 Le Mans 24h winning race car and the Audi R8 LMS. They will be shown in Abu Dhabi for the first time as well as a very special display of the legendary Audi S1 quattro from Audi’s successful rally era. Customers can also expect a preview of the Audi RS Q3 performance, which has just arrived in the market.