Each year, Auto Bild magazine and Bild am Sonntag newspaper, two German publications, choose cars for the Golden Steering Wheel awards. Two of the winners of the prestigious award were the brand-new 2016 Audi A4 and Audi R8. “We are delighted to once again finish so successful in this highly respected prize competition. The Golden Steering Wheel awards we have won provide even more incentive for us in the next phase of our model initiative.” said Chairman of the Board, Rupert Stadler, on the awards.
The Audi A4 beat out its competitors from BMW and Mercedes-Benz in the midsize luxury car category, which is impressive given the prestige of those two cars. “The A4 is the most popular Audi ever. The victory in the Golden Steering Wheel competition confirms once more that this success story will continue with the new A4 family as well.” said Dietmar Voggenreiter, AUDI AG Board Member for Marketing and Sales, who accepted the award for Audi.
The Audi R8 won in the sports car category and won over both readers and jurors. Heinz Hollerweger, Managing Director of quattro GmbH, accepted the award and said “The new Audi R8 is the most powerful and fastest series-production Audi of all time.It is the dynamic top of the line for Audi and is as close to a racing car as any of our cars.”
What’s also impressive is that Audi almost had a hat trick. The Audi Q7 took second place in the luxury SUV category and if it had won first, that’d have made three wins for the Four-Ringed brand, thus the near hat trick.
This is great for Audi, as these new models are tasked with branding Audi in a new way. The new A4 is supposed to put Audi back into the sports sedan game that it had previously been somewhat kicked out of thanks to new fantastic entries from BMW, Mercedes-Benz, Cadillac, Jaguar and even Lexus. The previous-gen A4 was clearly inferior to the entries from those brands, so the new B9 A4 has a difficult uphill battle ahead of it and this award proves it’s up to the task.