China is the world’s largest motorsport sales market, and Audi has moved in forcefully: Audi will launch a single-make racing series in China in 2012, the Audi R8 LMS Cup.
Audi, which introduced its proven R8 LMS to China at the 2011 Zhuhai Intercontinental Le Mans Cup Round in November, announced the new series Sunday. The Audi R8 LMS Cup series will be operated by Audi Sport Customer Racing China, a division of Audi Sport.
“The Audi R8 LMS Cup puts our motorsport activities in China on a permanent basis,” said Rene Koneberg, Head of Audi Sport Customer Racing China, in a company press release. “Audi was a pioneer in the premium vehicle market in China. Now we want to give motor racing in this country a similar impulse.”
Three R8s took the green flag for the 2011 Zhuhai ILMC race, entered by Audi Sport Customer Racing China, Audi Race Experience China, and Japanese team Hitotsuyama Racing, the car which eventually won. Building on this success, Audi plans to field 16 identical R8 LMS models at each of the series’ five events in 2012, with races held at Zhuahai, Shanghai, and three tracks yet to be announced.
Through its Audi Race Experience China arm, Audi can provide race customers with everything they need to compete, from license training and a ready-to-race car to the organizational structure needed to crew the car and manage the team. The company recognizes that there are wealthy would-be gentleman racers in China eager for a chance to get on track, and is capitalizing on this demand.
The R8 LMS is a proven package, having scored more than 100 wins in international competition. Drivers would know they were driving a safe, fast machine capable of competing with any GT3 car in the world. Audi is sure that in a country as populous as China, sixteen cars will sell easily.
Further, the series could be an important PR vehicle for the marque. Audi’s road car sales lead the premium market segment in China and have been growing swiftly. Sales for October 2011 were 60 percent ahead of October 2010, Audi claims, and November 2011 sales were almost 70 percent of the previous November’s.
Every auto manufacturer wants a piece of the growing China market; Audi’s new race series is a commercial opportunity, a brand-building opportunity, and will be a source of guaranteed media coverage with every race.
