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Audi Honors Quattro History & Michèle Mouton In New Q7 Ad

Audi Honors Quattro History & Michèle Mouton In New Q7 Ad

In the new campaign, the racing legend returns to Pikes Peak, the site of her epic 1985 victory.

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One of the most iconic luxury SUVs on the market, and one of Audi’s most celebrated nameplates, the Q7 has been on the market for just over 20 years. It was Audi’s first SUV model, and it introduced the concept of an Audi that combined the brand’s signature sharp looks, luxury, and compelling driving character with the practicality and capability of an SUV. What preceded the Q7, however, was a concept named the Audi Quattro Pikes Peak, and its namesake is one of the tallest mountains in the United States.

Visitors can actually drive to the summit of Pikes Peak, and each year, the mountain is home to the annual Pikes Peak International Hill Climb, a racing event that has been held since 1916. There, Audi made history in 1985 when the legendary Audi Quattro rally car raced to victory with an incredible time of 11:25.39. It was driven by Michèle Mouton, who would go down in history as the first woman to ever win the event outright.

That victory, and other legendary stories of Audi’s rally racing efforts, brought prominence to the Quattro name and, after the age of the Audi Ur-Quattro, to the cars that would use the all-wheel drive system thereafter. It was for that reason that Pikes Peak was the name given to the concept that preceded the original Audi Q7, and 20 years on, Mouton is reunited with Pikes Peak for a new Audi Q7 ad campaign.

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In addition, the Audi Quattro S1 that she raced in 1985 joined on location at Pikes Peak, and in the ad, Mouton and her family relive the epic race at the mountain. Archival footage is mixed with shots that showcase how Quattro performance has evolved in the form of the new, performance-oriented Audi SQ7. About the new campaign, Vito Paladino, President of Audi of America, commented, “Audi’s story of quattro didn't end with rally racing. That connection between performance and everyday capability is what makes quattro such a defining part of our brand. The all-new Audi Q7 family carries that legacy forward, bringing together Audi's performance heritage with the innovation and engineering that define the next generation of our vehicles."

Combining impressive performance with SUV practicality and Audi’s signature luxury and design quality, the new Audi SQ7 is the culmination of decades of Quattro performance heritage in the modern automotive world. Looking back to its roots, the legendary Michèle Mouton and her Audi Quattro S1 are perfect companions for the new luxury performance SUV in its latest ad campaign.

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Image Source: Audi

Tyler Rampersaud



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