This year Audi will celebrate its 100 anniversary. To celebrate, the company is going to unveil a new mystery model on July 16th. Audi’s Chairman, Rupert Stadler only gave one hint, "You have to be aware of your roots if you want to shape the future with new ideas and innovations."

The new cars we expect from Audi include the A5 sportback, RS5 and R8 spider. But the car that would fit Stadler’s hint the closest would probably be the pure speculation of the Quattro comeback. What ever the mystery is, we’ll have to wait until this summer to find out.

This is not exactly Audi’s 100th anniversary. It’s founder August Horch, started his first company which carried his name a century ago. He then lost it, and started a new company called Audi (Horch sounds like “listen” in German, which was then translated into latin as “audible” or “audio”.) In 1932 Audi joined Horch, DKW and Wanderer to become Auto Union (symbolized by four interlocking rings.) After World War II, the other names under Auto Union faded away, and Audi is the one that remains today.

Press release after the jump.

Press release

The brand with the four rings will kick off the celebrations marking its 100th birthday with a grand opening ceremony at the Audi Forum Ingolstadt on July 16. The ceremony, which will be attended by German Chancellor Angela Merkel, will launch a four-day series of events.

The premium manufacturer with the slogan “Vorsprung durch Technik” will mark its centennial by once again offering a compelling demonstration of its core competencies – attractive design and innovative technology. A world premiere awaits the guests in Ingolstadt on July 16: Rupert Stadler, Chairman of the AUDI AG Board of Management, will unveil a new Audi model in front of around 2,500 invited guests. “We are proud of the tradition of the Audi brand and our company’s history of success. You have to be aware of your roots if you want to shape the future with new ideas and innovations,” says Stadler.

The ceremony will open with a performance by star pianist Lang Lang. The Chinese virtuoso has served as a global brand ambassador for Audi since 2006. Another highlight: Munich-based musician and producer Leslie Mandoki has composed a commissioned work for Audi to mark its 100th birthday. Under the baton of Paul Momberger, the Neue Philharmonie Frankfurt will debut the classical work before the invited guests on July 16.

The internationally renowned Swiss lighting artist Gerry Hofstetter will provide the visual accompaniment to the opening ceremony: an exciting lighting installation highlighting the architecture at the Audi Forum Ingolstadt. Hofstetter has enchanted people the world over with his lighting art, and has previously illuminated a number of famous buildings including the Brandenburg Gate in Berlin, the Arc de Triomphe in Paris and the Pyramids of Giza.

A top-tier pop concert is scheduled for July 17. “Die Fantastischen Vier”, one of the most popular bands from the German-speaking countries, will be playing live and unplugged, accompanied by an international 60-piece symphony orchestra. The band’s MTV Unplugged concert in 1998 was a musical milestone for the four rap artists from Stuttgart, and the live show on July 17 is set to be another dazzling highlight in the group’s history. At the “Audi rocks 100” concert, they will celebrate 100 years of the Ingolstadt premium brand with a large-scale open-air performance in the Audi Piazza.

Advance ticket sales open at the time of the official press conference at 2 p.m. on April 23, 2009. Tickets can be obtained from or by calling the hotline on +49 (0)1805 570070 (€0.14/min from German landlines; prices from mobile phones may differ). On the same day, the organizing agency GA Events will be available to assist with queries from the press regarding the artists performing during the pop concert and accreditation matters. Contact information can be found at

Motorsports fans especially should mark July 18 on their calendars: that Saturday, Audi Tradition will celebrate the centennial at the historic Donau Ring in Ingolstadt’s old city. Nearly every race car in the history of the brand will hit the road for demo runs. In addition to DTM (German Touring Car Championship) and STW (Super Touring Car) racers, the victorious Le Mans sports cars – the Audi R8 and the R10 TDI – will also put in some laps. The Audi R15 TDI racing prototype – the latest development from Audi Sport – will make its public road debut on the Donau Ring in Ingolstadt.

Outstanding drivers from Audi’s history are expected, with the attendance of two-time world rally champion Walter Röhrl, DTM champion Hans-Joachim Stuck and European rally champion Harald Demuth already confirmed. Just one week later, on July 25, Audi Tradition will also hold an historic car event in Zwickau, the birthplace of the brand.

Four historic race cars will put in some laps around the Platz der Völkerfreundschaft. “I am pleased that AUDI AG will once again honor its place of birth in Audi’s centennial year,” says Dr. Pia Findeiß, Mayor of the City of Zwickau.

Audi is inviting its employees and the people of the Ingolstadt region to a performance of Beethoven’s Ninth Symphony in Ingolstadt’s Klenze Park on Sunday, July 19, the last of the four days of celebrations. The free open-air concert will feature the Czech Philharmonic Choir of Brno and the Philharmonic Orchestra of Brno under the direction of Peter Altrichter. The grand finale of the centennial celebration will be a spectacular fireworks display following the concert. Ingolstadt Mayor Dr. Alfred Lehmann is already looking forward to the event and praised the excellent cooperation shown during its preparation. “Organizing cultural events is a largely a community responsibility, but we couldn’t do it without partners. AUDI AG has proven exemplary with its dedication to this partnership over the last few years.”

The sporting highlight of the centennial celebration is the Audi Cup in Munich’s Allianz Arena. AUDI AG has invited FC Bayern München, AC Milan, Manchester United and Club Atlético Boca Juniors to play in the Audi Cup, a two-day soccer tournament on July 29 and 30. Tickets for the Audi Cup start at 12 euros, with the best seats going for 60 euros. The tickets are valid for one entire game day, i.e. for two games. The tournament will open with Boca Juniors facing Manchester United and FC Bayern München taking on AC Milan. On Thursday, the losers of the first two games will play for third place before the winners compete for the title in the final.

What do you think?
Show Comments


AK47  (1024) posted on 04.29.2009

The new model will be the Audi A7 coupe. Iam willing to bet on that.

Myles_Kornblatt  (169) posted on 04.28.2009

"Audi" is not an acronym. Read the third paragraph of this post again.

The easiest to debunk the acronym myth is examine how could Audi be an acronym for a company that was founded 22 years AFTER Audi’s inception.

This acronym myth has been an odd legend that even some of VW’s representatives have been tripped up on. But Audi’s people officially acknowledge that Horch translated into latin is Audi (roughly).

I just read the Wikipedia entry on this and the origin is dead-on (although I can’t verify the Franz Fikentscher part yet.)

Myles_Kornblatt  (169) posted on 04.28.2009

Well Michelle if you go to Audi’s worldwide homepage Audi may buy you an A5 for your birthday (click on the 100 years icon in the top left corner)

Myles_Kornblatt  (50) posted on 04.28.2009

Horch is not what audi means!!! thats so stupid of wikipedia putting that... they are so off!!

Audi is Auto Union Deutschland Ingolstadt. The four rings of Audi are the four companies that made Audi one company!
VW bought two factories that belong to the AUDI and thats how they joined them. This back in the 1920’s or so...

The economic situation and the car industry....
Well people love cars... if your car is dying or you want a new one, you will buy it.... eco or no eco turmoil...

I just bought the TT... smiley sooo screw the economy, people who have their money still have it!!

unless everyone on this post is broke ??!?!?!?!?!?

cause i still have my job and still get my salary... sure its tougher to get a loan but life goes on!! and for my benefit everything is on a special offer now !!!

so this economic nightmare is a wet dream for me....

Myles_Kornblatt  (318) posted on 04.28.2009

Well if you can solve the mystery, maybe Audi will be too generous to give you the R8. Which means you have to be very sure that the mystery to be unveiled will be the biggest for Audi this year.

Myles_Kornblatt  (182) posted on 04.28.2009

Wow. July 16 is just a week before my birthday. An Audi R8 Spider would do a perfect gift. But I wonder who would give such an expensive beauty to me? I’ve always wanted to have a convertible. It’s like traveling back in time. Only the car is more powerful, more beautiful. So if they will be officially out in the market by next year, that gives anyone willing to buy that for me more than year to save a few bucks. LOL.

Myles_Kornblatt  (177) posted on 04.28.2009

Some hate what Euro car markers are doing. I say just continue feeding us with the right inspiration to believe that car industry will continue to evolve no matter the economic condition will be. That what feeds us car enthusiast.

Myles_Kornblatt  (289) posted on 04.28.2009

If the rumor is right the Quattro comeback which looks more like a an A5 will be the big curtain raiser for Audi. But we are not sure until Audi heralded the day. We wait until Summer. For now, let us enjoy the 100th celebration opening.

Myles_Kornblatt  (231) posted on 04.28.2009

The comeback is most expected and at the same time a mystery to unveil. Audi is spending for this grand 100th year to prove that the car marker really have grown its root while remaining faithful to its beginning. With the four days symphony playing marking its celebration—it is something that you must really hear. Audi.

Myles_Kornblatt  (314) posted on 04.27.2009

FYI: about Audi’s background. AUDI is a German Volkswagen subsidiary which produces cars under the Audi brand. The name Audi is based on a Latin translation of the last name of the founder August "Horch", itself the German word for “hear." Another explanation for the origin of the name is as an acronym for “Auto Union Deutschland Ingolstadt." Now that’s cool information.

Myles_Kornblatt  (421) posted on 04.27.2009

I certainly I agree that the mystery, would know its root, the radical car-Ur Quattro. Although, the new Quattro will be using the A5 platfrom, and cannot be technically called "Ur" at all, this Quattro comeback, is something that many Audi fans are waiting for.

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