AUDI

Going the distance

August 2010

By adapting its vehicles to meet the needs of regional customers, German automaker Audi has bucked the gloomy trends of the global downturn

The scorching summer temperatures of the Gulf present a particular challenge for car manufacturers looking to sell their models into the region.

The danger of overheating engines or other means of loss of performance attributable to the heat require the more proactive automakers to make modifications to their vehicles.

German automaker Audi, for example, ensures that its cars bound for the Middle East have been modified to incorporate ‘hot country settings’ – with high-profile vehicles such as its sleek R8 sports car fitted with a specially designed cooling system to ensure top-performance and longevity even under the most extreme conditions.

Such innovations are in keeping with the company’s famous motto: Vorsprung durch Technik.  It translates from the original German as ‘lead through technology’.
Perhaps it should come as little surprise that Audi has proved more than able in enduring tough conditions.

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