Today, we know Audi’s to look modern, high-tech and very flashy. LEDs everywhere, sharp creases and crisp lines make up Audi’s current design language. However, despite this, Audis remain simple, reserved and uncomplicated looking. It’s what attracts most buyers to them. They’re understated and sophisticated. And you can see that this understated elegance has always been a design staple of the Audi brand, long before LED headlights dazzled customers into dealerships. As evidenced by this 1974 Audi 100 LS.
Currently up for auction on Bring-A-Trailer, this ’74 Audi 100 LS is a classy, understated and elegant luxury sedan that shows Audi’s have always been this way. Although, this car was created long before Audi really became a mainstream player in luxury car segments. In the ’70s, Audi was still a quirky budget alternative to Mercedes-Benz and BMW, a brand that was only a notch above Volkswagen, in terms of luxury and quality. This was also a time before Audi wowed the world with its now-famous Quattro all-wheel drive.
With only around 53,000 miles on its odometer, this Audi 100 LS is fresh. It looks to be in incredibly clean condition and has had some minor repairs to keep it even fresher than it already is. It has a rebuilt radiator, a new alternator and new brakes. The paint isn’t said to be original but it looks very good and seems to have no signs of wear or significant scratches.
While not a sexy car by any means, I personally really like the styling of this Audi 100 LS. With its staid black exterior and classic old-school German car interior, it looks like something that the hero would drive in a Cold War spy-thriller. I can just see cool dudes in leather jackets discussing their plan in the front seat, Rolling Stones in the background and cigarette smoke filling the air.
Under the hood lies a 1.9 liter four-cylinder engine, which made just 91 hp back in its day and was mated to an ancient three-speed automatic. Who knows how much power it still makes but, either way, it’s still going to be incredibly slow. It was slow in 1974, it’s downright glacial now. Oh and it’s front-wheel drive. Cool. Still, it looks cool, is a bit of history and is cheap. At the time of writing this, it’s current bid is at $2,500. That’s pretty cheap for a classic Audi with almost no miles on it. So it could make a fun project or weekend car to mess around with.