Ali & Sons to open the first Audi Sport Center in the world in Abu Dhabi

• 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, UAE, October 23, 2016 : Ali &Sons, the exclusiveAudi 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 sqmacross 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.

About Audi Sport
The inauguration of Ali & Sons Audi Sport Center also marks the launch of Audi’s new performance brand in the region.Audi Middle East will group all of its high-performance models under a new brand called Audi Sport. Audi Sport is launched to cater to the special needs of fast car lovers through this new performance subsidiary. With its spearhead R and RS models Audi Sport emphasizes the close link between motorsports and the road and shows the transfer of racing technology into current models.

In the course of this year, seven Audi dealerships in the region will become official Audi Sport dealers. The name Audi Sport was chosen because it allows the company to capitalize on its successful racing heritage. The pillars of Audi Sport are Motorsport,Performance Models, Merchandisingand Audi exclusive. Audi has always been driven by its pioneering spirit and by being a leader in innovation. Motorsport is in Audi’s DNA and it is the laboratory for innovations like quattro, e-tron & ultra as well as the birthplace of Audi legends like Walter Roehrl and Tom Kristensen. Audi Sport is an exciting new concept that brings together Audi’s rich history in motorsport with its wide range of high performance cars.

About Ali & Sons
Established in 1979, Ali &Sons has a strong presence in the Automobile Sector, Commercial, Oil & Gas, Retailing, Contracting, Property Management, Manufacturing, Information Technology and Merchant Banking, managing the operation of 19 subsidiaries and associate companies in more than nine business sectors. The Ali& Sons Group is associated with some of the most prestigious brands in the world, including Audi, Volkswagen and Porsche.
Ali & Sons Audi has been the new and used car dealer for Abu Dhabi and Al Ain residents since 1987.  With points of sale across the Capital, including the Mussafah Workshop and Pre-Owned Car Complex, and the Abu Dhabi Corniche and Al Rawdat showrooms, the dealership has a strong focus on customer service and is committed to expanding its Audi operations across the Emirate.