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Audi goes for car-show glory

2011-06-21 14:07

HUNGRY NUMBER TWO: Audi's going it alone at the 2011 Frankfurt show as it pushes towards BMW's luxury car top spot.

Audi will try a new game of one-upmanship on its biggest rivals – an indoor test track at one of the world’s biggest auto shows to wow the crowds.
Audi AG will reportedly spend more than 10 million euros on erecting an indoor test track at September’s Frankfurt auto show.

It is the German automaker’s latest attempt to take the fight to its biggest rivals BMW and Mercedes-Benz.

Audi had previously shared show space with its stablemates on Volkswagen AG’s group stand, but will be going it alone in 2011. The Ingolstadt-based manufacturer has previously stated its intention to topple BMW as the world’s top luxury carmaker by 2015.

Automotive News reports Audi's temporary display for Frankfurt is 100 meters long and 70 meters wide and will be integrated into a 400-metre long track that loops into the hall’s interior where around 30 models will be displayed and available for showgoers to drive on the specially-constructed track. .

Bernhard Neumann, head of event marketing at Audi, said: "The point is to surprise our customers and you couldn't have the same effect a second time. The building is an expression of dynamism, lightness and elegance. There's hardly a single right angle."

Daimler’s Mercedes-Benz is also planning a mobile display at the show, outside its exhibition space, where visitors will be able to sample the manufacturer’s fuel cell and electric vehicles. Both Audi and Mercedes-Benz will be following an example set by BMW at the 2009 show.

The 2011 Frankfurt auto show runs from September 15 – 25. It is considered a “home turf” for most high-end German brands, considering headquarters for Audi, BMW, Mercedes-Benz and Porsche are all within a 400-km radius.

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