Latest Audi News

Staying abreast of all the latest automotive industry news is never easy, with the sheer abundance of stories and rate of development meaning you are almost certain to miss stories here and there. At Lake District Audi, however, we aim to stay on top of all the key developments pertaining to Audi and our own activities.

With our latest news page, we’ll keep you updated with all the information released by the manufacturer. Whether that’s stories relating to model launches, roadshows, special offers, and concept vehicles, we’ll do our best to keep you informed and up to date. In addition, we’ll also provide information on our work in the local community as well as promote any Lake District Audi exclusive offers and events.

Continue to check this page on a regular basis to ensure you don’t miss out on any of the key stories relating to Audi and our dealership.



22nd April 2021

We've been selling Audi's before 'Vorsprung durch Technik' was invented!

When Hans Bauer returned from his Christmas holidays at the start of 1971 to work in the advertising department of Audi NSU (as Audi was then known), he had some thinking to do. Bauer had to come up with an advertising slogan to encapsulate the vast array of advanced technology on offer to Audi customers: rotary and piston engines, air- and water-cooled engines, front- and rear-wheel drive...

Bauer’s brainstorming solution was ‘Vorsprung durch Technik’, and the slogan first appeared in a double-page Audi NSU advertisement in January 1971. In the early 1970s, Audi often used the term in conjunction with its flagship model, the Ro 80, which was built in Neckarsulm, West Germany. 

At first, though, the term was not used consistently. Audi’s advertising execs also toyed with variations such as ‘Audi — Ein schönes Stück Technik’, which translates as ‘Audi — A Beautiful Piece of Technology’. However, Vorsprung durch Technik proved to be the slogan with staying power, and became famous around the world after being spotted in Germany by Sir John Hegarty (pictured below, and the H in Audi’s UK-based advertising agency BBH) in 1982.

‘I had gone to the Audi factory in Ingolstadt, and I saw a very old faded poster on the wall that someone had left up there,’ Hegarty told The Guardian newspaper. ‘I saw this line “Vorsprung durch Technik”. They said that it was an old advertising line, but “we don’t use it any more”. And it stuck in my brain.’


The phrase was made famous in the UK by a series of memorable television ads produced by BBH, usually accompanied by the voice of British actor Geoffrey Palmer drawling ‘Vorsprung durch Technik, as they say in Germany’ at the end. In motorsport, the slogan has inspired Audi Sport to victory on the world’s rally stages, at the Le Mans 24 Hours and now in electric Formula E racing.

Vorsprung durch Technik perfectly encapsulated the endless advance in ground-breaking new technologies made by Audi. Innovations such as quattro all-wheel drive, TFSI turbocharged petrol engines, TDI turbodiesel engines, laser lights, digital dashboards and all-electric e-tron drive, to name but a few, all powered the four rings to new heights.

But, as any Audi engineer will tell you, it’s not where Vorsprung durch Technik has taken Audi and its customers over the past half-century that matters. It’s where it will take them in the future, with the drive towards zero-emission mobility, that really counts.

While the phrase means ‘progress through technology’, Hegarty and Audi chose to use the original, untranslated German in the UK – a very bold move. ‘It was the first time that a foreign phrase had captured the public’s imagination in that way,’ recalled Hegarty. ‘But it’s amazing how it took off and how it became a part of British culture.’



10th February 2021

We're pleased to be able to share images of this production version Audi RS e-tron GT released earlier today.

Premium, practical, powerful. And arriving at Lake District Audi soon. We'll keep you posted right here on the page.



16th December 2020

Jay Zaccarini recently purchased an Audi A3 S-Line from us, and has been kind enough to write a review of his experiences, and we hope you also enjoy his impressions of the car.

I've had the new Audi A3 in S-Line trim for just over 4 months now, if I had to describe it in three words it would be: Comfortable , Dynamic and technologically advanced. This picture was took down at Kirkstone Pass in the Lake District, I think it really shows off the new A3's strong lines and dynamic styling; from the huge honeycomb grill to the dagger like headlight design giving it a menacing look on the road.

The most impressive thing I find about the car is the shear amount of technology on-board, I was happy to hear the virtual cockpit comes as standard with satellite navigation and the 10.1" touch screen too! Something none of the competitors offer as standard. As well as having the peace of mind of the safety features that include Audi Pre-sense and Lane Assist.

The car really comes into its own at night though with the added ambient light package I went for, it's like having your own rave in the car with a huge range of different colours to choose from, and if I would say anything it's to add that option on!

The drive of the new A3 I find is a comfortable refined one, with the leather seats being super supportive. The S-line suspension is surprisingly forgiving and comfortable on Barrows broken roads, even with the dynamic 18" alloys that came with the car.

All in all I'm really impressed with the new A3, if you're after a dynamic looking car with a luxurious interior and plenty of standard tech, I couldn't recommend it more!



26th October 2020

RS6 fan and friend of Lake District Audi, Ian Malley recently updated his beloved RS6 Avant finished in Exclusive Merlin Purple for a 2020 Sebring Black model. Ian has been kind enough to write a review of his first 'big trip' which makes a great read, we hope you enjoy Ian's early impressions of the car too.

Well we’ve had our Sebring Black RS6 for just over 6 months now, having exchanged our beloved Merlin Purple RS6 Performance for it in mid-March, 3 days before Lock-Down and it’s got a hard act to follow. Lock-Down and working from home with the occasional visits to the office and odd days out, has meant that I’ve not really had the opportunity to drive the car as much as I would have liked, however, in early October this was about to change. We had booked a week’s holiday in a secluded cottage in Scotland, in Sheriffmuir, which is in the moorlands just outside Dunblane.



Saturday 3rd October arrived, the RS6 was loaded up with a week’s worth of food, drink, clothes and walking gear along with the hound and my wife, with still plenty of room to spare. We set off on our 220 mile drive from our home in Lytham St-Annes to Scotland, being chased up the M6 and A74 by the remnants of Storm Aidan, so torrential rain, standing water and strong gusty winds, making a good start to our holiday. The RS6 was totally unphased by the weather, the ride and cabin environment, seem even more refined than our previous RS6 and with the extensive technology in the cabin be it the voice controlled Sat Nav or my essential Head Up Display (now with a full suite of driver information when in RS mode) making the drive, despite the weather conditions, that much more relaxing.

Once Sunday dawned, the weather improved and we were able to start to enjoy driving the car on the quieter A/B roads around the Dunblane and Trossachs area. A couple of things that stand out immediately when driving on these types of roads are that this model of RS6 delights in cornering, with it’s rear wheel steering and suspension setup, it corners eagerly and flatly, certainly not feeling like a 2000+kg car. It also picks up quicker than our previous RS6, due to the significant increase In torque, it is eager to pull out of the corners and bends and sprint down the straights, though the 10 Pot piston brakes are more than up to the job of stopping it quickly.


Any downsides to this RS6 ? not really, the only things I would mention are that it has an awful lot of technology in it and to use it intuitively you need to spend time driving the car. I wouldn’t recommend it if you are the shy and retiring sort of person, it gets a lot of attention, even more so than our previous Merlin Purple RS6. We arrived back at a car park in Callander after a walk to find a family looking at the car and taking photos of it, my wife embarrassed by this whispered to me, “walk past it and pretend it’s not ours”, too late I’d already pressed unlock on the remote key fob, which of course set the LED lights animation going. I’m starting to get use to cars spending an extra few minutes in my rear quarter position when overtaking us on the motorway as they look at the car, with us quite often getting the thumbs up when they go past.

Finally the sound of the engine does appear more subdued than our previous RS6 but I think this is down to the better sound insulated cabin. In fact when I was talking to a neighbour the other week and I mentioned that the engine seemed quieter, his response was “ it’s different, more of a baritone rumble, though I’m not sure what it’s doing to my foundations” ( said in a positive way, I think).

My overall verdict on this model of RS6 to date, is that Audi has moved the ‘game’ on again, lifting this RS6 into a higher league compared to the previous model, being more refined, having greater drive ability/accessible performance and I just love the looks, though admittedly they are not for everyone.


6th August 2020

It's been almost twelve months since capturing Paul's thoughts and plans for late 2019 and 2020. We caught up with him again yesterday and clearly much has changed from the original plan, however there are many positives within the business, and the future is looking bright despite the pandemic.

From managing the team, engaging with our customers online, and safely delivering new and used Audi's while social distancing - Paul and his team have it all in hand.

We all hope to welcome past, current and future customers to Lake District Audi soon.


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17th July 2020

'Perhaps the most significant new model of the past five years'. The all-new Audi A3 is available to experience for yourself here at Lake District Audi.

Having taken this virtual tour with Stephen and Ash, please drop us a note, or give us a call, if you'd like to arrange to view this incredible new car first hand - we look forward to welcoming you.

Discover more



16th June 2020

With the completion of our Hadwins House earlier this year, we're delighted to welcome visitors to our community outside seating area.

Whether you're visiting us, passing by on a walk or simply looking for a place to sit in the fresh air, the area is for you to enjoy.


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20th March 2020

In an uncertain world, some things are constant - our focus to provide award winning service for every one of our customers.

Now in our 50th year, we’ve certainly faced many challenges, none more challenging than the Corona Virus outbreak we are all dealing with. As an Independent Audi Centre in the UK, providing a customer centric, enjoyable experience, is paramount to our success and this is only possible because of the dedication and commitment of the Lake District Audi team.

A huge thank you for your continued support. Stay safe, and remember, your friends at Lake District Audi are here for you.



16th March 2020

Your health and safety is our number one priority

The spread of the COVID-19 coronavirus continues to dominate the news and is causing impact around the world. We are monitoring developments closely and connecting with you directly to communicate the precautionary measures we are taking across the Hadwins business to protect the health and safety of both you and our employees.

Following the latest Public Health guidelines from central government and the World Health Organisation, we have put in place enhanced health and hygiene measures across our entire business to ensure you have a safe and enjoyable visit whilst we operate in a safe and responsible manner.

We have enhanced the frequency and scope of our onsite cleanliness measures to include sanitisation of high touch points and increased availability of soap and/or hand sanitizer in community spaces in all of our buildings.

We have temporarily restricted all non-essential international and domestic business travel for our employees.

All of our employees are following local health authority advice to stay at home if they’re feeling unwell.

We remain in close contact with our teams across the business and our local authorities, so we can prepare for all eventualities as this challenging situation continues to evolve.

We are still very much open for business and remain committed to providing the very best service we can over the coming weeks. That service includes home demonstrations of our range of cars, be that any new or used models, and our aftersales departments continue to offer a collection and delivery service (subject to availability).

Please don’t hesitate to call, email or drop us a message via social media if you need us.

Thank you for your continued support, your friends at Hadwins Motor Group look forward to seeing you soon.



7th February 2020

7th February 2020 and our 50th year celebrations certainly started with a bang! An incredible evening hosted by our Head of Business, Paul Crewdson and General Sales Manager, Stephen Ellwood. Our hosts were joined by our supported Ultra Endurance Athlete Dom Ainsley and Professional Motorcycle racer, Christian Iddon. We hope all our guests enjoyed the event as much as we did.

We must pass on particular thanks to Ian Wood of Wood & Co Commercial Photography, the team at J&L Motorcycles and John Hebson from PBM Ducati. And of course every member of the LDA team for their support.



6th February 2020

It’s National Apprenticeship Week and Hadwins Motor Group are proud to be offering apprenticeship opportunities in our workshop teams.

Please visit hadwins.co.uk/careers to see how to apply.



28th January 2020

A night with British Superbike Rider, Christian Iddon. Have you secured your place yet?

We're delighted to welcome Christian and his PBM Ducati British Superbike into our showroom as guest speaker at our Audi Sport Showcase Event on Friday 7th February.

What's more, we'll have the latest range of Audi Sport and Ducati Corse models on show along with your chance to win an Audi A1 Competition Line, worth £22,995, in our free to play Crack the Safe Competition.

To RSVP, please email stephen.ellwood@lakedistrictaudi.co.uk or ask for Stephen on 015395 35522.

Find out more: lakedistrictaudi.co.uk/about-us/sport-showcase/



24th January 2020

2020 is going to be quite a year - and we're looking forward to celebrating our landmark of fifty years with Audi in The Lakes with you.

Please watch this space for our first event announcement on Monday. If you're an Audi Sport fan with a love for motorcycles too - we've a treat in store for you 7th to 9th February...save the dates!



24th January 2020

Our team enjoyed another great night at the Audi Graduation Event in Liverpool last week.

It's great to see their hard work pay off, and they even made it back into work the next day!

Congratulations Rebecca, Clare, Sam, Karl & Tom