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How Audi keeps it fresh in the design department

Audi was, even very recently, seen as a near-luxury brand, on par with niche if specific European automakers like Saab and Volvo. But early in the 21 st century, the four-ringed circus from Ingolstadt found a way to elevate itself to the level of its aspirational German rivals at Mercedes and BMW. While these brands were immersed in what we like to refer to as their Baroquecoco Period – a moment in which the exteriors of their cars gained bulges and, ahem, bangles, and their interiors failed to keep pace with the march of technology – Audi kept it simple. Its designs avoided the imperious Faberge gilding of Benz, or the Ghery-esque swoop and swoon of Bimmer. Instead, they were clean inside and out, with simple and elegant lines, comprehensible ergonomics, and subtle new signatures that were recognizable without being in any way overwrought. Customers, alienated by their rivals, flocked. Sales rocketed. And Audi became known as a formal/functional design leader – the Mid-Century Modern Architecture of the luxury vehicle world. But now BMW and Mercedes have taken note and corrected course. Both brands have discarded their dalliance with carbuncularity and are now, debatably, near the top of their game design-wise. Benz is delivering handsome stolidity not seen since the Bruno Sacco era of the Seventies and Eighties, and BMW has regained a grip on the kind of elegant sportiness characterized by Paul Bracq during the same time period. And the interiors of both brands are consistently on a level of craftsmanship, attention to detail, delight, and material selection and innovation once reserved for Bentley and Rolls. View 17 Photos This puts Audi in something of a design double-bind. First, its transaction price has escalated to the point where it lives in the same set as BMW and Mercedes. But now that those brands have caught up with (or perhaps even surpassed) the crisp Auto Union sensibility, how does it differentiate itself? "You have to have a clear design theme," says Frank Lamberty, Audi's exterior design director. "We define this as Quattro, because this is unique for Audi, this is our tradition. And Quattro means we have all the wheels powered, so we want to show that in our design. And this is different from a rear-wheel-drive car. We are coming from a front-wheel-drive platform, so everything is more balanced. Everything is in the middle, rather than leaned back. That is a clear proportion thing.

Audi R8 lines up as safety car for Rolex 24 at Daytona

This weekend a new era begins in American sports car racing with the Rolex 24 at Daytona to kick off the new United SportsCar Championship, the freshly inked union between the Grand Am and American Le Mans Series. There'll be a wide variety of machinery lining up on the grid at the Florida speedway, including race-ready versions of the sports cars you can drive on the road, plus Daytona Prototypes, Le Mans Prototypes and even the DeltaWing. But at the front of the pack will be the Audi R8 5.2 FSI.
That's because Ingolstadt's flagship has been named as the official safety car for this, the 52nd annual Rolex 24 at Daytona. And so the R8 becomes the first pace car pressed into service for the United SportsCar Championship, although the model also paced last year's race (pictured above) when it was under the auspices of the Grand Am series.
The car in question appears to bear little in the way of modifications over the showroom version, save for some requisite graphics and maybe some emergency lighting to make it more visible - because while you wouldn't miss an R8 slicing its way through ordinary traffic on the road, it's another story entirely in a field full of competition machinery. Audi points out that the road-going R8 shares a good 50 percent of its components with the R8 LMS competing in the race, including its 5.2-liter V10 engine that's available this year with a new seven-speed dual-clutch transmission.

The Audi RS3 LMS looks hot and ready

Audi had several reveals this week at the Paris Motor Show, but nothing was more batty than the new RS3 LMS race car. Audi's latest hot homologation car starts with the all-new RS3 sedan, removes all of the unnecessary bits and adds all the racing-spec equipment you could want. The result is a full-prepped, relatively affordable factory race car. That relatively affordable part is very important. Audi Sport, the division behind the R8 LMS as well as the R and RS road cars, designed the RS3 LMS for the still-new TCR FIA-spec racing series. The cars will cost about $112,000 USD for the club sport version and $145,000 with the six-speed sequential transmission. Not bad for a fully FIA-friendly factory machine. The new TCR series races follow other FIA series like Formula 1 and WEC. <p>Your browser does not support iframes.</p> All that cash get's nets you a pretty badass looking car, especially in Audi's black and red paint scheme. As you can see in the photos, the RS3 LMS is far wider than the standard sedan, which is fairly compact by modern standards. The requisite giant rear wing is present, as is the big front splitter. The RS3 LMS ditches the new road car's dual exhaust for a cool looking single, center-exit pipe. Inside, it's all bare metal and plastic, ditching any semblance of road-going civility. Under the hood, the RS3 LMS loses the new 2.5-liter turbocharged inline-five and replaces it with Volkswagen's 2.0-liter turbocharged four. In this application, the engine pumps out a healthy 330 horsepower. Audi claims a 0 to 60 mph time of 4.5 seconds. Audi says customer deliveries will start in December, so look for the new car on track starting in 2017. Related Video: Featured Gallery 2017 Audi RS3 LMS: Paris 2016 View 10 Photos Related Gallery 2017 Audi RS 3 LMS View 11 Photos Image Credit: Drew Phillips Motorsports Paris Motor Show Audi Racing Vehicles 2016 paris motor show