The awards formed part of a wider programme dedicated to business discussions, collaboration and regional engagement. Across the gathering, dealer partners exchanged perspectives on performance, market priorities and the direction of Audi in the Middle East, setting the tone for the brand’s next chapter in the region.

The recognition ceremony celebrated achievement across Sales, Marketing, Aftersales and Business Excellence, spotlighting both market performance and the people whose work continues to shape the Audi customer experience.

Audi Dubai was named Dealer of the Year 2025, taking home the evening’s highest honour. The market also received Marketing Team of the Year and Sales Team of the Year, reflecting a standout year across key areas of the business.

Audi Oman was awarded Aftersales Team of the Year, recognising its commitment to service excellence and customer care. Audi Bahrain received the Business Excellence Award, marking strong performance and execution across the market.

To mark the top honour, Audi Middle East commissioned a bespoke, handcrafted sculpture by Paul McLine for the Dealer of the Year winner. Inspired by the Audi Type C Concept, the one-of-one piece was created exclusively for the occasion, bringing together the brand’s design heritage with a contemporary expression of achievement.

The evening also included a surprise display of the Audi F1 showcar, offering guests a closer look at one of the most anticipated chapters in the brand’s future.

For Audi Middle East, the Dealer of the Year Awards were not only a celebration of results, but a recognition of the partnership that drives the network forward. From showroom floors to service centres, the region’s dealers remain central to how the brand is experienced every day.

As Audi continues to build momentum across the Middle East, this year’s awards reflected the people and markets helping carry that progress into its next phase.

The Line-Up

At the centre stood the Audi RS 6 Avant GT, limited to 660 units worldwide and presented via Chef Izu. With 630 PS from its 4.0-litre V8 twin-turbo engine and distinctive carbon-fibre detailing, it represents the most focused evolution of the RS 6, paying tribute to the Audi 90 quattro IMSA GTO.

Next to it, a highly modified pink Audi R8 V10 producing approximately 1600 horsepower reflected the scale and ambition of enthusiast engineering in the region. Owned by Adam Najdi, the build stood out not just visually, but technically.

The Dubai Police Audi R8 added a recognisable regional icon to the mix, a 610 PS V10 performance car that has become part of the UAE’s automotive identity.

Heritage was represented through a rally-inspired quattro replica, referencing Audi’s World Rally Championship successes in the early 1980s, the era that established four-wheel drive as a competitive advantage and reshaped rallying.

Alongside it stood the Audi 60 L from the late 1960s. Not a performance car, but a foundational one. It later evolved into the Audi 80, and ultimately today’s A4, a reminder of the brand’s rebuilding years and long-term progress.

The display was completed by the current RS 3, powered by the 2.5-litre five-cylinder TFSI engine producing 400 PS. Compact, direct and unmistakably Audi Sport.

The Day

What defined the event was not a specific model, but the pace. Families spending the afternoon outdoors. Collectors sharing stories about restoration projects. Friends of the brand stopping by throughout the day.

There were no stage and no commercial agenda. Participation was about being present, part of the wider car culture in the UAE rather than separate from it.

The Grand Picnic 2026 marked Audi Dubai’s first year at the event. It offered a reminder that beyond launches and specifications, cars remain a shared experience.

And that, ultimately, is what continues to bring people together.

Dubai, UAE (13 May 2024) — Audi Middle East has announced the winners of the Audi Twin Cup Challenge 2023/2024, earning the esteemed partners a place in the global semi-final representing the region. Abu Dhabi captured the Technology title, Dubai secured the Service title whilst Sharjah clinched the victory for New Sales, and Qatar took home the win for Used Sales. The challenge this year, which saw a total of 24 teams from the Middle East take on the competition, not only embraced the pinnacle of After Sales expertise but also welcomed Sales teams into the fray for the first time in the competition’s history, marking a strong shift in the competition’s legacy.

The Audi Twin Cup Challenge, which celebrates its 20th anniversary globally this year, is a gruelling showcase of talent and precision, where Service, Technology, New Sales, and Used Sales teams from Audi dealerships across the Middle East converge to demonstrate their prowess, with a winner from each. The challenges span various disciplines, including immersive roleplay sessions for customer dialogue, intricate EV-service exercises, rigorous vehicle diagnostics, product demonstrations showcasing Audi’s cutting-edge technologies, and theory tests that delve into the intricate details of Audi’s automotive mastery.

This year’s Twin Cup Challenge, commencing from July 2023 to July 2024, stands as a testament to Audi’s unwavering commitment to setting new benchmarks across every facet of automotive excellence. The inclusion of sales teams for the first time in history resonates with Audi’s global initiative, which was introduced in the 2022/23 competition year, elevating the Twin Cup Challenge to unprecedented heights.

The introduction of a gripping “Semi-final” stage in the global competition adds an element of thrill and intensity, where only the top 10 out of 27 competing markets will progress to the World Final. In this intense competition, the four winning teams from the regional finals— the Abu Dhabi, Dubai, Sharjah and Qatar teams —will join forces to form a single team representing Audi Middle East in the global semi-final. This collaboration highlights the synergy and collective strength of our regional champions, significantly raising the stakes and underscoring Audi’s commitment to fostering a culture of unparalleled excellence in automotive expertise.

“Audi Middle East is incredibly proud to announce Abu Dhabi, Dubai, Sharjah and Qatar as the victors of The Audi Twin Cup Challenge 2023/2024. This victory not only represents their outstanding dedication but also exemplifies the spirit of excellence that defines our brand,” remarked Kieron Duncan, Aftersales & Network Director at Audi Middle East. “As we look forward towards the semi-final, we are confident that the winners, uniting as one formidable team, will continue to showcase the highest standards of automotive expertise and innovation, embodying Audi’s relentless pursuit of excellence. We wish them the best of luck as they prepare to represent Audi Middle East on this prestigious global stage.”

With another successful year regionally concluded, Audi is committed to continuing this tradition of excellence and innovation. As Audi Middle East continues supporting the winners as they prepare for the global stage, the brand with the four rings aims to bring home the global title and celebrate another milestone in Audi’s history of excellence.

The all-electric vehicle was unveiled by the General Command of Dubai Police and Al Nabooda Automobiles in a ceremony attended by senior officials that included Major General Jamal Salem Al Jallaf, Director of the General Department of Criminal Investigation; Juma Al Nabooda, Associate Director and Board Member of Khalifa Juma Al Nabooda Group of Companies; Brigadier Harib Al Shamsi, Assistant Director-General for Administrative Affairs; Brigadier Khalafan Al Jallaf, Director of the Tourist Police Department; and from authorised Audi dealer, Al Nabooda, Gaurav Mudgil, National Sales Manager; and Rana Eyamie, Marketing Manager.

Dubai Police offers a range of 12 services and products designed to enhance the experience of tourists and visitors in the Emirate, and among them is the impressive Audi RS e-tron GT. This fully electric vehicle perfectly aligns with the UAE’s sustainability focus, reflecting Dubai Police’s commitment to being an environmentally responsible and community-oriented police force. Notably, the striking presence of the RS e-tron GT garners significant attention wherever it goes, showcasing the strength and engaging nature of Dubai Police.

In addition to its captivating appearance, the Audi RS e-tron GT delivers exceptional performance. It accelerates from 0-100 km/h in just 3.3 seconds and boasts a range of up to 472 km, according to the globally harmonised light vehicle test procedure. Charging the battery from 5% to 80% takes a mere 22.5 minutes. Inside the RS e-tron GT, the RS design elements provide an attractive touch, featuring contrast stitching that adds a bold look to its elegant and progressive interior design.

K. Rajaram, CEO of Al Nabooda Automobiles, said: “At Al Nabooda Automobiles, we are delighted to continue our longstanding partnership with Audi and the Dubai Police as we witness the addition of the fully-electric Audi RS e-tron GT to the Dubai Tourism Police luxury fleet, along with the Audi R8. Adding the Audi RS e-tron GT is a testament to our commitment to sustainability, innovation and progress, and we are proud to offer a vehicle that aligns with the Dubai Vision 2030.”

Dubai Police is committed to equipping its tourist security patrols with the latest luxury models and RS e-tron GT joins an existing Audi R8 in its fleet. Brigadier Khalafan Obaid Al Jallaf, Director of the Tourist Police Department, explained that the Audi RS e-tron GT is their fleet’s second fully electric, environmentally friendly vehicle. He emphasised that Dubai Police’s luxury security patrols enhance the security presence in tourist areas during events and community initiatives and play a crucial role in providing services to tourists and the general public, answering their inquiries, providing information, and ensuring their safety throughout their stay in Dubai.

Audi has previewed the first member of a new family of concept vehicles in Dubai at a private event for representatives of media from across the region.  The Audi Skysphere concept is the name of the electric-powered, two-door convertible based on the Audi design of tomorrow.

The concept car was the surprise showing during an event which also marked the regional previews of the new Audi A8 and S8 models and is set to be on display at the ‘Tomorrow Today’ exhibition at the Museum of the Future during the Holy Month of Ramadan. With it, the brand is illustrating its vision for the progressive luxury segment of the future, with features that include autonomous driving, a revolutionary interior and a seamless digital ecosystem.

With the Audi Skysphere concept, the brand with the four rings is redefining luxury of the future, with the car changing what we know about mobility and designed to offer its occupants captivating and world-class experiences.

“We are delighted to unveil the Skysphere concept in Dubai. This car represents the zenith of human capability and innovation, so we wanted to treat it a little bit differently for its grand unveiling in a venue renowned for its creativity. With the Skysphere, passengers are given the maximum amount of freedom and can choose between two driving modes; a grand touring experience and a sports experience and is the perfect celebration of progress. Its visit to Dubai symbolizes how we envision the future or mobility and is an ode to a city that that has positive and influential plans that will trickle down across the region.” Said Carsten Bender, Managing Director of Audi Middle East.

With the touch of button, drivers of the Skysphere can either pilot their 4.94-meter-long e-roadster themselves in “Sports” mode with a reduced wheelbase, while the rear-wheel steering ensures that the vehicle remains extremely agile despite its dimensions. They can also choose to be chauffeured around in a 5.19-meter GT in the autonomous “Grand Touring” driving mode while enjoying the sky and the scenery, maximum legroom, and the services offered by a seamlessly integrated digital ecosystem.

Customized infotainment options are also available, such as linking the on-board streaming service to music and video providers used at home. And in a further step, Audi also aims to provide personalized and exclusive options for users of its luxury cars in the future – such as concerts, cultural events, or even sporting events that are only available upon special invitation.

In this way, a vehicle like the Audi Skysphere concept will become a platform for experiences that expand horizons beyond the mere ride in just a few years.

The incredibly futuristic model is set to be on display for the general public at the Museum of the Future in time for Ramadan.

For more information visit www.audi-me.com/me/web/meen/museum-of-the-future.html

To book tickets to visit the ‘Tomorrow Today’ exhibition, please visit: https://museumofthefuture.ae/en/book

DUBAI, UNITED ARAB EMIRATES (31 March, 2022) — Audi Middle East presented its latest flagship luxury models, the Audi A8 and S8 in Dubai exclusively ahead of their official market introductions.

The company with the four rings has intensively redesigned the new flagship sedans to become the benchmark for luxury in its current fleet. The new high-end headlights and taillights inspire with innovative functions and form the apex of the A8 and S8’s established technology portfolio, creating a contemporary and user-oriented experience – whether for passengers or drivers.

Carsten Bender, Managing Director of Audi Middle East, commented “With the launch of the Audi A8 and S8, Audi is creating a benchmark that combines both the worlds of uber-luxury and performance. They are flagship models that promise a first-class experience for passengers and drivers alike, perfectly aligning our visions of progress and innovation in one.”

The unveiling of the new Audi A8 and S8 models perfectly coincided with the surprise showing of the Audi skysphere, a concept car perfectly illustrating the brand’s vision for the progressive luxury segment of the future, with features that include autonomous driving, a revolutionary interior and a seamless digital ecosystem.

The Audi A8 and S8 are sedans that represent status and exude authority – now that they have been reimagined, their exteriors are even more representative, confident, and athletic, while their interiors are more premium than ever before.

Both models are set to arrive in the region later this year, and are symbols of status and prestige for the brand. The fourth generation of the luxury sedan, which Audi introduced in 2017, raised it to a new level with respect to power, look, and equipment, remaining the progressive face of the brand until today.

The A8 and S8 meet the needs of a changing customer base. In both models, the premium concept is defined first and foremost by an emotional and comfortable interior experience, coupled with new and established technologies. The S8 sees this exemplified from a pure performance standpoint, inspired by Audi’s racing heritage, combining progressive luxury with dynamic athleticism.

Please visit https://www.audi-me.com/me/web/meen.html for more details and reservations ahead of the market introduction.

Audi Middle East, along with its partner in Dubai and the Norther Emirates, Al Nabooda Automobiles, showcased their latest premium sports car, the all-new Audi RS3 exclusively in Dubai, two months ahead of its official market introduction. The legendary five-cylinder was on display at popular cars and coffee stop, Flat 12 Café, in an experience open to the all-automotive enthusiasts.

 From 0 to 100 km/h in 3.8 seconds, up to 290 km/h top speed, with RS torque splitter, semi slicks and specific RS driving modes, the new Audi RS3 offers driving dynamics of the highest calibre and the best numbers in its segment. Equipped with a 294 kW (400 HP) five-cylinder, the high-performance engine delivers rapid acceleration with an intoxicating sound. The power unit now delivers 500 Nm of torque and responds even faster than previous models. Visually, the RS3 demonstrates its sporty DNA with a widened body, RS sports exhaust system, and cockpit displays comparable to those found in race cars.

The RS3’s appearance in Dubai strategically coincided with the dominating Audi Sport win at the Hankook 24h Dubai race, which took place at the Dubai Autodrome track over the weekend. Fans and enthusiasts alike were treated to a week-long Audi Sport showcase with the RS3 as the centre-piece for all to enjoy.

“Progress has taken on a new shape with the Audi RS3 here in Dubai. The RS3 delivers exceptional performance in its segment, equipped with a five-cylinder engine and RS-specific interior and exterior design details, offering customers an exciting entry point into the Audi Sport lineup.

This is a car for the enthusiasts and we are lucky to have showcased it in a region where car culture is at an all-time high, “said Elmir Arnautovic, Marketing Director at Audi Middle East.

The all-new RS 3 is available in sedan and sportback variants and in different trim levels, allowing customers to choose a version that reflects individual styling, driving experience and equipment level. Customers can now pre-order the vehicle in Dubai.

Please visit https://www.audi-dubai.com/me/web/duen/models/a3/rs3-sedan.html for more details and to reserve yours ahead of market introduction.

The unveiling of the newly installed stations was celebrated with a ribbon cutting ceremony attended by Managing Director of Audi Middle East, Carsten Bender and CEO of GreenParking, Sam Alawiye.

“We are very proud and excited to be bringing these charging stations to the Dubai Airport Free Zone – the home of our regional head office,” said Carsten Bender. “We hope that we can encourage the switch to electric vehicles and sustainable mobility with this contribution to our DAFZA community.”

The chargers have been supplied by GreenParking, with the rapid eNext charger being connected to their ground-breaking EV-Network – the only cross country and private EV-Network in the MENA region. Electric vehicle owners across the region will be able to now check availability and reserve this charger through the GreenParking App, along with the hundreds of other chargers in the network.

Sam Alawiye, CEO of GreenParking said: “We are delighted to be partnering with Audi on this project. We know visitors and employees will love the convenience and performance of these EV chargers, as there is always a big demand for them. Our aim has always been to provide green, sustainable parking solutions for the region, so Audi’s contribution to this is a great sign of things to come.”

Audi has been very vocal about its commitment to electrification in the region being one of the first luxury automotive brand to introduce fully electric vehicles in the Middle East.

With a wide range of exciting electric model under its e-tron brand umbrella, the German manufacturer’s latest introduction is the much anticipated fully electric RS e-tron GT supercar set to arrive in the region in September.

For more information about Audi’s electric model range, please visit www.audi-me.com.

Audi Sport customer racing was represented at Dubai for the first time with its own service truck to support the total of four Audi R8 LMS race cars and five Audi RS 3 LMS race cars. As the best Audi customer team in the TCR class, AC Motorsport with drivers Mathieu Detry, Sebastien Morales, Stéphane Perrin and Philippe Thirion with fourth place narrowly missed a podium position.

During the race weekend in Dubai, Audi Sport presented the Audi R8 LMS GT2 for the first time in the Middle East. Audi Sport customer racing’s most powerful customer sports car with 640 hp had already celebrated its world premiere as well as its U.S. debut in 2019 and was presented for the first time in China last year.

The Audi e-tron Sportback impresses with its sharply designed dynamic SUV coupé offering up to 300 kW of power from a single battery charge.

The S line model is equipped with 21-inch wheels and sport air suspension. The distinctively contoured bumper is flanked by expressive air curtains, which improve the airflow. At the rear end, the spoiler fitted as standard as well as a striking diffuser that extends across the entire vehicle width contribute to the outstanding vehicle aerodynamics.

The Audi e-tron Sportback 55 quattro allows the driver to savor the interaction of efficiency, performance, and supreme calm, thanks to the electric all-wheel drive and the sophisticated suspension. Each axle is fitted with an asynchronous electric motor that is fed with three-phase current by the power electronics. Driven in boost mode the e-tron delivers an output of 300 kW and 664 Nm (489.7 lb -ft) of torque and it takes just 5.7 seconds to attain 100 km/h.

The interior of the Audi e-tron Sportback is an elegant lounge featuring a seamless blend of design and technology and has plentiful space for five people. A generous arc that spans the instrument panel, extending from door to door, harmoniously integrates the cover for the Audi 12.3-inch virtual cockpit. Its sleek display stands visually free in space. The wrap-around in the door trims also integrates the screens for the virtual exterior mirrors.

The e-tron models at Al Nabooda Automobiles offer two charging points on the vehicle, allowing for a more flexible and convenient charging process. On long-distance routes, the Audi e-tron can charge with direct current (DC) at up to 150 kW at fast-charging stations. In just under half an hour, the battery reaches 80 percent of its capacity.

The e-tron Sportback 55 quattro is available in the dealerships in Dubai and Northern Emirates at AED 456,750.