Audi Racing Legends.
Bringing Audi’s motorsport legends & prototypes with priceless heritage back to life.
Information |
Audi | 2025
Neuburg & Hockenheimring Germany
Le Mans, France
Goodwood, United Kingdom
Lead agency: CI and branding development, communication concept, target group & sales analyses, event management, logistics, supplier mgmt. and budgeting, video & content production, marketing campaign.
Introduction
How do you market a piece of motorsport history to some of the world’s most discerning racing enthusiasts?
Audi took on this bold challenge by deciding to sell fully restored LMP1 and DTM race cars from its former factory programs. With vehicles that carry real circuit pedigree and price tags upwards of €2.5 million, the initiative demanded more than just a sales strategy. It required a storytelling-driven experience that honored the legacy of the cars while captivating a uniquely elite audience.
Challenges
Selling high-performance prototypes to a niche audience of ultra-informed motorsport connoisseurs is no ordinary task. These buyers are not only passionate but also deeply knowledgeable, often knowing the racing history of individual chassis by heart.
Beyond the audience complexity, the logistical requirements were just as demanding. Transporting and showcasing high-value race cars across international venues, while maintaining an air of exclusivity and prestige, left no room for error. Audi needed a partner that could translate heritage into value and rarity into a relationship.
Solution
Audi turned to The Storytelling Company to design and execute the full sales and communication concept for this once-in-a-generation undertaking.
TSC developed a comprehensive approach that spanned strategic storytelling, launch events, and a seamless guest experience. These exclusive activations were hosted during prestigious international races and were tailored to blend the excitement of motorsport with the refinement of a luxury acquisition process.
From participant management to brand environment design, every element was crafted to build trust and emotional resonance. TSC delivered a premium, low-friction experience that allowed potential buyers to connect with the legacy and performance of the vehicles, not just through specs and history, but through atmosphere, interaction, and curated access.
Result
TFor the first time ever, factory race prototypes from Audi’s legendary LMP1 and DTM programs were offered for sale in drivable condition. With TSC’s support, these historic machines found new life and new owners, all within an environment that celebrated their story and legacy.
The events not only generated significant interest and successful sales, but also reinforced Audi’s position as a brand that leads with innovation, even when reflecting on its past. By combining high-value storytelling with flawless execution, TSC helped turn heritage into a living experience, one that resonated with racing fans, collectors, and clients alike.
Want to create an unforgettable event experience that wows your audience and strengthens connections?
Let TSC handle every detail, from branding to entertainment, and bring your vision to life.