Audi A8 Limo for Politicians, Royalty and Business Leaders

Press Release

International platform for a statesmanlike brand

• Audi models in action at official state visits since 1987 - first VIP passenger British heir to the throne
• Audi also provides chauffeur service at EU and World Economic Summits and at the Salzburg Festival
• The "fleet" from Ingolstadt comprises 100 Audi A8 and 20 armour-plated A8

There was a distinct hint of revolution when a car sporting the four-ring badge was used to transport the British heir to the throne during his official visit to Munich on November 7, 1987: the vehicle in which the Prince of Wales travelled during his official state visit to the Bavarian capital was an armour-plated Audi 200 quattro. In such a prestigious context in which other brands were accustomed to holding court, this signalled a particularly auspicious new departure. Audi has since become a regular feature of top international political and society events. Heads of government, monarchs, business leaders and other VIPs are chauffeured in safety and comfort in the silver Audi A8 cars at state visits, EU and World Economic Summits, NATO Summits, ministerial meetings and at sporting and cultural events such as the Kiel Regatta, the Salzburg Festival and the Cannes Film Festival. There are further such major events looming large on the horizon: for example, Audi cars will be in operation at the NATO Summit in Prague on November 21 and 22, and at the event marking the end of Denmark's presidency of the EU on December 12 and 13 in Copenhagen. In 2003, the Ingolstadt-based manufacturer will be deployed throughout Greece's presidency of the EU in the first half of the year, and at the 58th Annual Meetings of the World Bank and International Monetary Fund in Dubai, from September 16 to 26. Hans-Peter Hagemeister, who is in charge of the Limousine Service at AUDI AG, recalls the idea that prompted the whole venture: "Our prime motive was that we wanted to publicise quattro drive and boost the image of the Audi brand." This engendered the technique of enlisting VIPs as "ambassadors of the Audi brand". All this was back in 1986, with the underlying principle being to "convey not just people, but an image too." This principle remains equally valid today. Under the guidance of Dr. Ferdinand Piëch, Audi was first entrusted with the task of providing a joint chauffeur service with BMW and Mercedes-Benz at the 1984 World Economic Forum in Davos, Switzerland. From 1986 on, Audi then provided this service in Davos on an exclusive basis. Hagemeister recalls a revealing anecdote from those early days: the Bavarian Prime Minister of the day, Franz-Josef Strauß, was travelling in Davos in another make of car. His car eventually became stranded because of the wintry conditions, so he was picked up in an Audi with quattro drive." The leader of the CSU party was very impressed, and Audi had gained a foothold in the world of politics. Likewise in 1986, Audi assembled its first armour-plated, or high-security, vehicle and submitted it to the Bavarian State Office of Criminal Investigations for official acceptance. Hagemeister explains: "We were not allowed to become involved in state visits until we had obtained this accreditation." The brand with the four-ring badge underwent its baptism of fire later on that year, when Audi provided transport for King Carl Gustav of Sweden during an informal visit to Germany. The pennant which protocol requires at an official state visit first adorned an Audi 200 during the visit by Prince Charles in November 1987. "Over the years we have built up a very high reputation among government departments," adds Hagemeister. "We have achieved this with high-grade products, a broad range of services, supreme flexibility and quality and ultra-efficient organisation. The overall concept is what counts." This is clearly appreciated by state chancelleries, the Department of Foreign Affairs, the EU, ministries, foreign governments and many other bodies.