Audi Brand General

First, ignore the rulebook. For more than a hundred years we've stared adversity in the face. When they said it can't be any lighter, we defied them. When they said it can't go faster, we proved them wrong. Whenever they said it couldn't be done, we simply did it. This is the undying spirit at our core. This is Truth in Engineering.

Audi ICDB

To begin, things endOne man didn't accept "no" for an answer.

August Horch heard it couldn't be done many times while creating Audi. He chose to defy naysayers. From his time to now, that philosophy has proven lighter can be stronger. It redefined lighting technology. Says smaller engines can go faster. It became the way automobiles should be made—until we define the next, better way to do it. This is Truth in Engineering.

View defining moments gallery
Evolution through the unattemptedCourage is the mother of all invention.

See how pioneering innovations such as TFSI®, TDI® quattro® all-wheel drive, LED lighting technology and Audi ultra® lightweight technology each defined their places in the industry and beyond.

View technology gallery
Design status quo? Or status defiant?Iconic design always prevails. Regardless of what's expected.

Our designers have never been sheep. Over the years, they've shattered standards and shaped how it translates in the aesthetics and performance—for the entire industry.

View design gallery
Audi A7 beauty exterior

From reinvention to glory to the open roadTDI® clean diesel redefines, then leads.

Rudolph Diesel developed the diesel engine in 1893. And many came to say it couldn't be made quieter. Or cleaner. Or more efficient. It couldn't go faster. Or great distances. To us, they were simply challenges to disprove.

View TDI® gallery
Audi – BeliefWinning against the odds.

Meet Leena Gade, the first female race engineer and an unstoppable force who helped Audi triumph in the most amazing the 24 Hours of Le Mans.

View video
Audi – It couldn't be doneNever accept no for an answer.

Despite the odds, the status quo and the accepted theories, succeeding lives on. See a compilation of some of the moments that have come to define the Audi spirit.

View video
Audi – PerfektionThe making of an Audi.

Extreme heat and cold, engineered leather to withstand damage and chassis strength tests are just part of the battery of the merciless process that go into every Audi.

View video

Models of note

A8Starting at $75,100
RS 5 CoupeStarting at $69,600
R8Starting at $114,900

More Audi innovation

Explore more truth in engineering.