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Issue 7. 2008

Audi Ireland NewsThe news magazine for Audi Drivers

Welcome to the 2008 edition of Audi News.

In view of the great success now being achieved by Audi in Ireland, we would like to begin by thanking you, our customers, for your tremendous support in 2007.

As the increasing presence of Audi cars on Irish road proves, motorists have been switching to Audi in record numbers.

Last year, Audi achieved all time record registrations of 5,270 units. This very satisfactory outcome equalled a 22 percent increase over the previous year and a 15 percent higher return than Audi’s previous best ever year.

Thanks to their attractive styling, wider choice of models, leading technology and excellent build quality, Audi is justly regarded as a premium contender in the exclusive luxury car market.

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In this edition, readers can enjoy reports of the various events and activities being supported by Audi.

Across many aspects of Irish life, Audi is making its presence felt as we set out to increase awareness of our products and build upon our strong market position.

One major undertaking in 2007 was our sponsorship of the Irish Open golf tournament played in the majestic surroundings of Adare Manor.

There Audi was to the forefront as a field comprising some the world’s leading golfers competed for the prize of becoming Irish Open Golf Champion - an honour that was to go to our own Padraig Harrington.

Chief Executive – Audi Ireland

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(above) Lara Flynn Boyle and DonaldThomas

a. Gay Byrne and Bob Geldof

b. Eva Birthistle

c. Adrian Dunbar and Patrick Bergin

a.

Audi Holds Centre Stage at Irish Film and Television Awards

One of the most glittering events on the Irish social calendar is the Irish Film and Television Awards

ceremony.

Held annually, the Awards recognise and reward exceptional performance in film and television, both nationally and internationally.

It is an event at which the stars hold centre stage.

And, in a world where glamour and elegance is matched with exceptional performance, it is perhaps natural that Audi would be one of those stars.

In 2007, as on previous occasions, Audi was the preferred partner, providing a fleet of chauffeur driven A8s, A6s and Q7s used to transport the stars from their hotels to the red carpet entrance to the awards venue.

Held in the Great Hall of the Royal Dublin Society, the Irish Film and Television Awards are growing in importance and prestige as each year passes.

Little wonder, therefore, that the winners would be driven in cars that reflect those values.

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b. c.

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Audi Padraig Harrington Golf ClassicHelping To Fund Vital Medical Research And Treatment

Audi, Padraig Harrington and the Links Golfing Society. It’s a partnership that has generated many thousands of Euro for deserving Irish

charities through the annual Audi Padraig Harrington Golf Classic.

A Summer highlight, this star-studded pro-am attracts a bumper field of golfers. One of a number of Links Golfing Society fundraisers, it is an event which Audi is proud to support.

a.

c

A testament to the generosity of Padraig Harrington, it attracts a host of well-known figures from the world of sport, business and entertainment all of whom give unselfishly in raising finance to fund vital medical research and treatment, especially amongst sick children.

The 2007 Annual Padraig Harrington Golf Classic followed directly after Padraig came home from the British Open with the coveted Claret Jug making the event all the more special.

a. Padraig Harrington hits a winner

b. Padraig Harrington talks to the press

c. Padraig Harrington and Bob O’Callaghan(Audi Chief Executive)

d. Caroline Harrington, Cecil Whelan and Padraig Harrington

d.

b.

c.

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No longer a routine occurance, the launch of a new Audi is an occasion for fanfare and celebration.

And when the new car in question is the exciting A5 Coupé, launch plans call for something really special.

To accentuate its stylish image and sports pedigree, ely wine bar at the IFSC provided the ideal setting in which to unveil this chic new arrival.

With DJ Mo Kelly providing the sounds and ely’s speciality Bellinis flowing, an excited audience of Audi owners and enthusiasts gathered to see the A5 Coupé revealed in all its dramatic splendour.

It’s a theme that was echoed at similar previews held in dealer showrooms around the country. Audi News was there to capture just some of the excitement.

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Audi A5 Coupé previewedamidst fanfare and celebration

Audi touches downat new St.Patrick’s College venue

One of the events which Audi owners now look forward to in growing numbers are the pre-match

receptions hosted by Audi that precede Ireland’s home rugby internationals.

With games moving from their traditional home at Lansdowne Road to their new venue at Croke Park, Audi was delighted to find a new home for our pre-match festivities within the exclusive confines of St. Patrick’s Teacher Training College in Drumcondra.

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Audi Ireland are delighted to host a Reception & Buffet Lunch prior to the Ireland v EnglandRugby International

Audi Ireland are delighted tohost a Reception & Buffff et Lunchprior to the Ireland v EnglandRugby Internationaly

Located within a short walking distance of Croke Park, and with ample parking space it has proved a popular venue with Audi guests. Audi can continue to entertain owners to pre-match hospitality, as these pictures show.

Whether the prize is Triple Crown or Grand Slam success, Audi owners continue to enjoy the build-up to our home rugby internationals.

Style events prove it

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Since they first appeared on the international motoring stage, the Audi TT Roadster and Coupé have carved a distinctive niche.

Their iconic design has made them a favourite in the hearts of everyone who enjoys that exciting blend of style and performance.

Now in their second generation, the introduction of the new TT Roadster provided an opportunity to showcase its features in settings where fashion would be to the fore.

Oozing style from every angle, its arrival was welcomed by a series of ‘style events’ which took place in dealerships around the country, all imaginatively staged and choreo-graphed by two of our leading fashion experts.

When it comes to sporty motoring, the new TT Roadster is a true fashion icon.

the new Audi TT Roadster really is a true fashion icon

TT Roadster driver Rosanna Davison

Audi R8

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In the world of Audi, the new R8 occupies a special place. Designed for the most discerning driver, the R8 epitomises the very finest aspects of motor car

design. Sleek, graceful, elegant... it exudes a sense of power, performance and prestige.

To welcome the R8 to Ireland, Audi hosted VIP customers to a private preview at the Michelin Star l’Ecrivain Restaurant on Dublin’s Baggot Street.

There, John Hayes and Avril Brophy, received guests in inimitable style, treating them to hospitality appropriate to the arrival of such a superb car. In addition appointed R8 dealers also marked the eagerly anticipated arrival of the new Audi with a series of exclusive launch events at their showrooms.

gets Michelin Star welcome

A5 Coupé firm favourite at Audi Pretty Polly stakes

The new Audi A5 Coupé proved to be the firm favourite at the 2007 Audi Pretty Polly Stakes which were run at The Curragh.

And what a stunning new car it is. The new Audi A5 Coupé and it’s even sportier sister, the S5 Coupé are the first coupés produced by Audi in more than a decade. Little wonder that it was a focal point for the celebrity attendance of Audi owners and racegoers who had come to cheer the sixth running of the Audi Pretty Polly Stakes.

Now established as the traditional curtain-raiser to the Irish Derby weekend festival, this showcase event provides the perfect setting for the launch of any new Audi, not least one designed to capture the hearts of those who appreciate fine lines, form and top class breeding.

2007 also marked the 40th anniversary of the arrival of the Audi in Ireland and what better occassion than the Audi Pretty Polly Stakes to celebrate this.

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Pictured Above: The Audi Team

Audi sponsors Irish Openat Majestic Adare Manor

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The majestic setting of Adare Manor was home to the 2007 Irish Open golf tournament at which Audi was honoured to be an Official Sponsor charged with the exclusive right to provide courtesy transport to the golfers and officials who participated in this prestige event.

To highlight their support for this major sporting occasion, Audi chose the Irish Open as the launch pad for the impressive new S5 and A5 coupés. A further indication of Audi’s support was their offer of an A5 as prize for a hole in one at the 16th.

Poised swan-like on the lake that dominates this challenging Par 3, the A5 was displayed on a floating platform well within view of spectators, television audiences and the international field of champion golfers.

With all scores counted, the winner of the event was Ireland’s own Padraig Harrington - a golfer with whom Audi also enjoys close links through our sponsorship of the annual Audi Padraig Harrington Golf Classic hosted by the Links Golfing Society.


A taste of Audi at the Iveagh Gardens

Fine cars, fine food. What a mouth-watering combination. So it was at the second Taste of Dublin food festival, held in the beautiful Iveagh Gardens when Audi provided luxury transport

for the well-known group of celebrity chefs, such as Jean Christophe Novelli of Hells Kitchen pictured below right, and our own Richard Corrigan and Rachel Allen, who visited the city for the event.


Audi switches on the style for Billon Dollar Babes visit


High fashion and celebrity... what better surroundings are there in which to find Audi at work?

And so it was when Billion Dollar Babes, co-founded by Kate Nobelius (pictured below), came to Dublin as part of their world-wide tour. The opening of the event was also preceded by an exclusive brunch for selected VIPs at the Four Seasons.

Normally at home in such glittering locations as New York, Los Angeles, London, Paris and Milan, their visit to Dublin provided yet another opportunity for Audi to provide courtesy transfers across the city.


AUDI quattro Cup 2007 reaches new levels

Ranked as one of the greatest amateur golfing event of its kind in the world, the annual Audi quattro

cup tournament continues to attract a bumper entry of Audi owners and their guests.

Now in its 17th year, it is enjoying even greater popularity with a total of 700 tournaments worldwide across 44 countries and hosting more than 80,000 participants.This popularity is replicated here in Ireland where this year, 1400, the largest number ever competed in eight qualifying rounds. One particularly popular 2007 qualifier was held at Mount Juliet where Audi brand ambassador, Des Smyth, was flown in by helicopter to specially host an exclusive golf clinic for the lucky Audi guests.

Those who make the final grade, then get the opportunity to compete in the National Final played last year for the first time at the recently revamped and impressive Luttrellstown Castle Golf and Country club.

Below-centre:Audi A6 driver Des Smyth & John Hayes (Audi Sales Manager)


Each year, the Audi quattro cup tournament culminates in an overall final at one of the World’s top golfing resorts with previous destinations

including Arizona, South Africa and even Ireland.However, luckily for the winning Irish team in 2007, Eugene McGuigan and Des Brennan did get to travel somewhat further afield.

Along with their partners, Clare and Mandy, they traveled to Los Cabos in Mexico to participate in the exciting golfing showdown. The final was held over 3 days at the renowned Palmilla Golf Club adjacent to the Marquis Los Cabos – the stunning, beach-front hotel where Audi guests stayed during the trip.

In total, 106 golfers from 43 nations competed in the culminating event of the 2007 tournament with the overall winning teams being announced at an extravagant gala event on the final night. While the ultimate winning team were from the UK, Eugene and Des certainly did us proud finishing fifth place in Group A – our best position to date since we began participating in the quattro cup in 1991.


2007 quattro Cup World FinalLos Cabos, Mexico

Pictured (L-R):Des & Mandy Brennan, Avril Brophy (AudiMarketing), Clare & Eugene McGuigan

Audi lends it’s support to the Marie Keating Foundation


Established in 1998, the Marie Keating Foundation is one of the most respected charities involved in the battle against cancer.

Founded by the Keating family in memory of their late mother Marie and fronted by her popular son, singer Ronan Keating of Boyzone fame, the Foundation secured the proud participation of Audi at its annual Celebrity Golf Classic in July 2007. Later in the year, Audi was also invloved with the Pink Ribbon Ball where an Audi A3 was the star attraction. Pictured to the right is the Audi Sales Manager, John Hayes, presenting the car to Dace Pedece.

Main image:Jodie Kidd, Ronan Keating, Alicia O’Connor & John Hayes


Audi Sportscar Experiencean exhilarating fun, fast day

Imagine the fun of driving some of the sportiest models in the Audi range, in a safe and controlled environment,

under the watchful guidance and tuition of Audi’s top drivers.

That’s the thrill that lay in store for a group of lucky Audi owners, VIPs and members of the motoring media who attended the 2007 Audi Sportscar Experience at Mondello Park.

As our pictures show, the day-long event saw drivers relish the exhilarating experience of piloting such high-spec, high-performance Audi models as the R8, the S5 and the RS4 around the testing Kildare circuit.

Not just a fun, fast day, the programme included expert instruction on how to handle a car when driving at speed.

Pictured below:Rosanna Davison, Chirs de Burgh & John Hayes (Audi Sales Manager)


Pictured below:Audi Sportcar Experience group


2007 Arrivals bring Audi to top of the luxury sales ladder

The sense of vitality and excitement that surrounds Audi cars on the road is mirrored in the pace of new model

introductions.

In the year just ended, three exciting new models were added to the range. First came the new A5 coupé, together with its more powerful S5 stable mate. Based on Audi’s famed Nuvolari concept car, the new A5 coupé is packed with race-bred technology harnessed within a breathtakingly sporty design.

Destined to expand Audi’s footprint in the premium luxury segment, the A5 and S5 range comes with an impressive range of SE standard specifications. Models are powered by FSI and TFSI petrol and TDI turbo diesel engines spanning the range from 1.8-litre all the way up to 4.2-litre in the S5 version. Multitronic transmission and quattro permanent four-wheel drive form part of the mix.

Next new arrival was the impressive R8, the most exciting car launched on the Irish market last year. Bristling with latest technical features and specifications, the R8 is powered by a 4.2-litre FSI 420 bhp V8 mid-engine with 4-valve FSI technology.

Created to capture the hearts of motorists who enjoy race bred handling, power and performance, it has a top speed of 301 km/h and a 0 to 100 km/h time of just 4.6 seconds.

Most recent newcomer is the acclaimed A4 Saloon, a model justly regarded as being the most sporting car in its segment.

Sharing a platform with the A5 coupé, the new A4 has been given an even more dynamic appearance. Thanks to its longer wheelbase, it is larger than before with more generous interior space. Its 480-litres capacity boot, which doubles in size when rear seats are folded, is larger than any of its direct competitors.

Five engines power the new A4 - two TFSI petrol units of 1.8 and 3.2-litre capacity plus three TDI diesel units of 2.0, 2.7 and 3.0-litre capacity. All use less fuel than their predecessors.

Without doubt, the new A5 Coupé along with the R8 contributed to the record sales Audi experienced in 2007. The later arrival of the new A4 is also expected to assist buoyant sales in 2008.

Main Image:Bryan Adams & the new A4 at the Frankfurt Motor Show.

Below (L-R): Audi A5 & Audi R8



2008, another hectic year for new model introductions


If 2007 was a busy year for new model introductions, 2008 promises to be no less hectic. Models arriving in the course of the year include the stytlish, elegant,

open-top A3 Cabriolet.

Billed as the premium option in the compact class, the new A3 Cabriolet is a car made for Summer motoring. Matching the sporting genes of the A3 range with legendary Audi build quality, it combines harmonious elegance and coupé-like sportiness.

From the front, its face is dominated by the now-familiar Audi single-frame grille. Side-on, its athletic physique is clearly evident. With the roof open, it looks compact and light. With the roof closed, it radiates the elegance of a coupé.

Offered in Attraction and Ambition equipment lines, with a truly magnificent list of standard specificationsts, its lightweight fabric top is available in semi-automatic and fully automatic versions. It can be opened hydr-aulically in just nine seconds. When open, it takes up very little space. In petrol or diesel, the new A3 Cabriolet is certainly the car to see and be seen in...this Summer and all-year-round.

Another newcomer is the new A4 Avant - replacement version of a model already established as the best selling estate in the luxury segment in Ireland. Boasting a largest-in-class load area, the new A4 Avant will be available in the same choice of models with the same specifications and same engine range available in the A4 Saloon. Additional features include roof rails, 60/40 split folding rear seat and a 12-volt socket located in the luggage area.

Access to the carpet lined load area can be facilitated by the optional powered tailgate. Loads can be secured using the standard luggage net and tie-down straps or with the extra-cost telescopic bar and securing belt system first seen in the A6 Avant.

Pictured Above: Audi A3 Cabriolet


A new generation of engines will power the new Avant, notable for their improved economy and reduced use of fuel. As with the A4 saloon, they consist of two petrol units and three common rail TDI diesel units. With its distinctive Audi front grille, the new Avant has a more sporty appearance, due mainly to styling heavily influenced by the new A5.

Another mid-year arrival is the high powered RS6 Avant, due here in April.Powered by a 4,991cc, 580bhp,V10 biturbo engine with FSI direct injection and quattro permanent four wheel drive, the RS6 Avant brings high-performance to business-class motoring in a car that delivers an unrivalled driving performance.

Come Autumn, we close the year with the arrival of the new Q5 SUV - second Audi model in the Q range and a mid-size luxury crossover SUV and baby brother to the successful Q7.

Top Left: Audi RS6 Avant

Top Right: Audi A4 Avant


It’s mid afternoon on Tues Dec 11 2007 and I’m really beginning to feel the physical and mental strain of another hard day

start to wear me down. I’m losing my rhythm, getting a little sloppy and my concentration is difficult to hold as my thoughts refuse to remain focused on what was meant to be ‘My thought for this hour’. It’s just another typical day.

One of my team mates, Lance, is behind me and he too struggles with his thoughts and every now and then he lets out a few choice words in frustration. This time it’s, ‘Bloody hell Kevin, I could do with my Audi quattro 4WD helping me out here in this God forsaken place’. Lance is also an Audi fan and a good bloke to be with.

But out here I’ve no 200bhp, 300bhp or 450 bhp motors with Audi quattro drive systems to help me in the hauling of my heavily laden sled over this mixed ground of soft snow and the dreaded never ending sastrugi over which I have to pull even harder. No, I only have 1hp – as in 1 human power. One pair of strong legs, a strong back and a stronger mind. In truth the difficulties of each day are pushed out of my mind by the thought that I am finally getting to Live My Dream of ‘Walking lightly in the footsteps of Scott’ and arriving at my Holy Grail at 90 degrees South - The South Pole.

Our nomadic camp and GPS position for this night’s camp is at 89.27485 South – 86.0353 West. We are in deepest Antarctica and the South Pole is now only 60kms away – 4 more days & we’ll be there. Today we rose at 8.00am, got breakfast, prepared for the day ahead, broke camp and were ready to move at 10.00am on the button. We marched and hauled our sleds for 8 – 9 hours, as we do

every day, with a 10 min break every hour. We stopped at 7.00pm set up camp, cooked dinner, snuggled down in our sleeping bags and tried to sleep whilst the sun circled us, washing us with bright white 24hr daylight.

Today, as every day, the marching and hauling was tough hard work. The air temperature was -35c, with a steady headwind driving this down to -55c and blowing spindrift into every tiny opening in my outer clothing. This is the sort of cold that can get deep into your bones and can cause your fingers, hands and face to go black with frostbite after 15mins of exposure. Today the visibility and more importantly the contrast were reduced to mere metres making compass navigation a mind numbing nightmare. Plus we have the added difficulty of lungs and brains struggling to deal with the effects of the altitude which we are operating in. It was just another typical, deep polar travel, day.

Why would I want to undertake a journey like this?

Firstly, because there are also days when the wind dies away, the cloud cover disappears and for 360 degrees all around, all you can see is the pure white snow and ice covered ground stretching out to meet the deepest blue sky imaginable on a horizon as sharp as a razor blade.

On these days the temperature is a cosy -25 /-30c. On these days you really appreciate just how special this place is and how privil-eged you are to be able to experience survival in what is undoubtedly the toughest, harshest and most hostile environment on the planet. On these days, as you glide along serenely and silently, with a warm glow flowing through your veins, all is well with the world.

Live your dreamsR8 driver Kevin Dempsey’s South Pole Expedition

Kevin Dempsey, proud longstanding Audi owner, distinguished himself in 2007 by walking to the South Pole and we are happy to bring to Audi News readers his story in his own words.


But, this is also as remote as you can get and if anything goes wrong out here, help is non-existent so you’ve got a really big problem.

Secondly, I’m a dreamer. But I’m a dreamer with a difference. I don’t just dream and say ‘Some day’ or ‘I can’t do that’. I now dream big and I now live my dreams out. For years I read about Scott, Amundsen, Shackleton, Creenand all the great explorers of the southern ice world that is Antarctica. For years, even with considerable mountaineering experience behind me, I thought that at 50 years of age a South Pole expedition like this would be beyond me. Then one day I said, ‘I don’t want to have regrets in my later life, I’m going to do this’.

In Dec 06 a near fatal incident and very close encounter with the Grim Reaper during my first attempt to reach the South Pole, almost brought my dream to an end. But I decided to go back and at 16.26hrs on Sat 15 Dec 2007 I finally placed my hand on the infamous marker pole at 90 degrees South - The South Pole. An expedition and a moment that is forever etched into my memory bank, ready to be called forward some day in the future when I get to sit around the fire with my grand-children and I tell about the time their granddad marched to the South Pole hauling his sled under his own steam. Life enriching and empowering moments don’t come much better than this.

Just before I departed for Antarctica in Nov 07, my friendly Audi dealer Gerry Pierse from Pierse Audi in Tipperary phoned me to say my new Audi R8 had arrived and would be ready for me on my return.

It might be hard for any petrol head to think it, but at that time, as I prepared for departure the R8 was the furthest thing from my mind.

Now, every time I twist the ignition key and one of the great engines of this age, Audi’s 4.2lt V8 rumbles into life, I get a chill of a different kind down my spine. It now shares the parking spaces at home with a 911 Turbo and a hard working Audi Allroad work horse, whose hauling abilities would have been welcome last December. How does the R8 measure up against the 911? That’s for another day. What’s next on the Big Dreams list?

For 2009: It’s got to be the North Pole, hasn’t it? For 2010: The the newly unveiled R8 V12 6-litre diesel Supercar with 493 bhp 737lb of torque... 0-100kph of 4.2sec...looks like it might make the list.

If you’re going to dream...dream big.

‘Live your Deams’ Kevin Dempsey March 2008

Audi intends supporting Kevin’s 2009 venture.

Competition

Win a VIP Day at The Curragh Racecourse for you and a guest courtesy of Audi for the exciting 2008 Audi Pretty Polly Stakes, the Group One curtain raiser to Ireland’s Derby Festival weekend.

The Audi Pretty Polly Stakes ranks as one of the most exciting events on the Irish Racing calendar. We invite readers of Audi Ireland News to participate in this competition for which the prize is a VIP Day for the winner and a guest at this great sporting event which takes place on Saturday, 28th June 2008.

You will be brought to and from The Curragh in a chauffeur-driven Audi where you will join your hosts for lunch and hospitality in the Audi Pavillion on the Infield.


a. Lizanna Kirwan and CorinaGrant b. Congratulations toImelda Fitzpatrick winner from the 2007 issue of Audi News. Pictured (L-R): John Hayes (Audi), Imelda Fitzgerald and Michael Walsh.

To enter, all you need do is answer the following three questions the answers to which can be found in articles published elsewhere in Audi News, complete the enclosed form and post your entry to Audi News, No.1 Northumberland Road, Ballsbridge, Dublin 4 or email it to [email protected]

1. Where was the quattro Cup World Final held last year? 2. Who won the 2007 Irish Open golf tournament held at Adare Manor?

3. Name 2 new models you expect to see launched in the Irish Market during 2008?

Prize will go to the first correct entry drawn. Terms and Conditions apply.

Winner will be notified by letter and have his/her name published in the next

edition of Audi News. The decision of the judges will be final in all matters. All Audi

personnel and Audi dealer personnel are ineligible to enter this competition.

Closing date for receipt of entries: May 20th 2008

Name

Address

Telephone

Email

Are you an Audi owner?

Which model?

a

b

No part of this publication may be used or reproduced in any manner without written permission. For more information contact Audi Ireland. All rights reserved.

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