• Audi Ice Experience
June 25, 2025//inAudi News, Automotive Events
Audi 45 Years of Quattro Logo

45 Years of Audi quattro

Audi is known for its forward-thinking approach, pioneering both mechanical and digital technologies. This year, the brand celebrates 45 years of quattro, its legendary all-wheel drive system engineered for superior traction, stability, and control in all conditions.

The breakthrough came when Audi engineers noticed that AWD prototypes performed significantly better than front-wheel-drive models in deep snow. This led to the creation of quattro, the first permanent all-wheel drive system commercialised for passenger cars. It redefined performance driving and set a new standard that many have tried to replicate but never matched.

quattro made its mark in motorsport with the Audi Quattro rally car, the first to successfully use all-wheel drive in competition. Interestingly, while the car itself is written with a capital Q, the quattro technology remains lowercase—a nod to its role as a defining feature rather than a singular model. The rally car’s success proved the power of the system on a global stage, influencing performance vehicles for decades to come.

Now, 45 years later, quattro continues to push the boundaries of innovation. To celebrate this anniversary, Audi is bringing the legacy to life at its signature event, the Audi Ice Experience, making an already thrilling adventure even more special.

Keep reading for Audi NZ’s official press release or register your interest in Audi Ice Experience 2025

  • Audi Ice Experience

Audi celebrates 45 years of quattro technology at its signature event; Audi ice experience

Press release by Audi NZ

  • 2025 marks 45 years of Audi quattro – a core pillar of the brand which heroes innovation, performance, and progress
  • To celebrate this milestone Audi offers its first-ever Night Drive at Audi ice experience, along with a limited edition Huffer collection, a new fleet, exercise and more
  • Customers can win an all-inclusive trip to Audi ice experience in Finland 2026

2025 marks the 45-year milestone for Audi quattro, which has been a core pillar of the brand with four rings. The great success story startsfrom the manually lockable centre differential founded in 1980s. This technology later coined ‘quattro’ revolutionised rally racing with the first all-wheel-drive system, leading to multiple championship wins.

Founded through this passion for motorsport, quattro technology now makes up eight out of ten Audi vehicles sold in New Zealand, including the Audi e-tron range which uses two electric motors on the rear axle to enable electric torque vectoring.

Greg Leet, General Manager of Audi New Zealand says that Audi is extremely proud of the heritage quattro has built over the last 45 years.

“Vorsprung durch Technik – Progress through technology. It is more than a brand claim. It is how Audi quattro came to be and it is the foundation that put Audi on the map. It is also what guides the brand today, we are driven by progress, and we are constantly searching of new ways to improve. That is why we want to celebrate this milestone by delivering an experience to customers that has never been done before.”

Audi New Zealand looks to honour this milestone at its signature event, Audi ice experience running from the 10 – 17 August this year. The driving event hosted at the Southern Hemisphere Proving Grounds (SHPG) in Queenstown also has a strong heritage here in New Zealand as the first brand to deliver this event. This year will mark Audi’s 16th year of running the programme.

To truly honour progress and innovation, Audi will deliver a brand-new programme, and New Zealand’s first ever customer Night Drive experience. Customers will have the opportunity to push Audi’s legendary quattro technology to its limits under the night sky.

Richard Moore, General Manager of Downforce Auto Events & Training explains how the Night Drive experience will allow customers to make the most of colder temperatures, making for ideal driving conditions.

“The Night Drive is an exciting initiative which will take part over two days, offering more driving than we ever have before. I have always found the most incredible part of the day up the mountain is the golden hour, just before and just after sunrise. It reminds me of driving training in Finland and Sweden where we start and finish driving in the dark with shorter days. The Night Drive will give guests the chance to experience both the beautiful sunrise, as well as the thrill of driving through till dusk where temperatures reach their coldest. It truly is the best conditions for driving on ice!”

Customers will helicopter both to and from SHPG where they will stay there overnight – something that is now only available to commercial entities that using the facility as a testing grounds.

For those attending the standard General and Pro experiences, they do not miss out on the festivities either. At the end of each of day, customers will battle it out in a time trial. Those who win the time trial will go in the draw to win an all-inclusive trip to Audi ice experience in Finland 2026.

Audi has also collaborated with Huffer to create a capsule collection for customers which will include a limited edition 45 years of Audi quattro Beanie and Track Puffer.

Customers will also experience a brand-new fleet of Audi vehicles including the all-new Audi S5 Avant, Q6 e-tron, and the facelift S3 Sportback and RS 3 Sportback. For the first time Audi will also offer use of the RS 6 performance on the Pro and Night Drive experience which will take place across new exercises on new proving ground flats.

Interest in attending our events?

Invitations to our Audi events are provided first to Audi owners in our customer list and who are subscribed to our emails. You can keep up with Audi news – along with other marques in the Archibalds house of brands – by signing up to our emails, although please note that event invite priority is, of course, given to our customers.

If you’re keen to come to Audi Ice Experience, please register your interest.

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