Looking back to the future: 30 years of Audi exclusive

Three decades of Audi exclusive: that’s 30 years of passion for the extraordinary, for tailor-made automotive dreams. Passion for surprising people with new ideas while fulfilling individual customer requests. The anniversary celebrations put the focus on two specially configured vehicles that embody this philosophy perfectly. The Audi RS6 Avant^* in Arrow Grey matte effect not only embodies traditional craftsmanship and attention to detail, but as a true icon like no other Audi model it stands for the extraordinary combination of sportiness, everyday practicality, and individual design options. The sportiest version of the Audi A6 series has been thrilling customers and fans of Audi exclusive alike for four generations. Arrow Grey, a classic exterior colour, is available as a matte finish in only a few select model series, making it a special highlight. The interior features a timeless colour that complements the exterior just perfectly: Cognac Brown has been part of the Audi exclusive colour portfolio since its inception, and to this day it remains in high demand.

The new Audi A6 Avant in Galactic Blue Metallic stands for new beginnings and new possibilities. The interior in Ginger White/Black, accentuated by contrasting stitching in Bright Orange and decorative elements in Light Grey linen fabric, creates a bright, modern aesthetics. With this modern interpretation of the Audi A6, Audi exclusive showcases contemporary colour combinations, with fresh tones reflecting the current zeitgeist and the demands of international customers.

If you ask Stefan Bach, both vehicles embody the Audi exclusive philosophy. For over 20 years, he has been consulting and supporting customers on their journey to their individual dream model – from the initial idea to delivery. “I love inviting interested customers to our Audi exclusive studio in Neckarsulm for a coffee and asking them openly what they have in mind. Sometimes you can tell from their outfit where the journey will take us. Sometimes our colour and material samples here on site also help them develop their own ideas.” 

He can hardly say how many special Audi models he has helped create over the years. But he remembers a few extraordinary stories very vividly: “One customer had a skirt made from blue leather to match the seats she had configured with us for her Audi, and she wore it when she came to pick up her car.” Or the Audi TT customer who came to Neckarsulm with a bottle of his favourite whiskey. “He wanted the olive-green colour of the bottle for the exterior of his Audi TT. We found the right paint finish for him – and fitted the interior with cognac-coloured leather. Very similar to the Audi RS6 Avant^* we put together for our anniversary.” Later, this customer sent Stefan Bach a photo of his car along with a handwritten thank-you letter. He has also seen a few tears of joy when customers picked up their cars. Those are the moments he remembers.

Like Stefan Bach, Andrea Haas also worked as a customer consultant for Audi exclusive. Today, she is part of the portfolio strategy team and is responsible for the refinement of the range and thus the future of Audi exclusive. She remembers the early days, when a frequent customer request was for a mobile office in the Audi A8: “Back then, in the mid-1990s, there were no smartphones. When you wanted to be reachable on the go, you needed a car phone – and anyone who wanted to work in the back seat had us install a fax machine,“ she recalls with a smile. Over time, the hardware offering has increasingly evolved when it comes to design, colour, and materials. “Of course, vehicles change and so do customer preferences, but the desire for that certain something extra remains. Exclusivity doesn’t always have to be big and loud,” adds Bach.

Over the past three decades, Audi exclusive has also established itself as a source of innovation within AUDI AG. Trends were set early on, and this shaped the series offering – such as the first office packages for the Audi A8 or, later, black-painted rings, which are now an integral part of many Audi appearance packages. The expansion of the Audi exclusive studios in Neckarsulm and Ingolstadt also created spaces where consulting at the highest level became possible. Together with the digital high-tech configuration tools that were added in the recent past, the combination of analogue and digital consulting has also been consistently refined. “In the beginning, we made sketches of the seat covers by hand,” recalls Bach fondly. “Today, we have digital tools, visualisations, and online consultations. The combination of personal consultation and digital visualisation allows customers to examine real leather samples and yarns, for example, then put together their dream car virtually and transfer the finished configuration directly to production.” Despite all the digitalisation, Bach wants to emphasise: “The manufacturing principle has remained the same – we check every order and tailor every detail individually.”

Haas also emphasises the importance of exchange and communication: “We work closely with colleagues throughout the Audi team, scan trends, look at what’s in demand internationally, and continuously refine the portfolio. Yet, we never cease to be surprised – sometimes a colour sells better than expected in one country, sometimes it takes a while for something new to be accepted.” This is also true for the new interior colours that complement the current portfolio: Almond Beige, Moravian Violet, Neodymium Gold, Diamond Silver, Mint Grey, Ginger White, and Baikal Blue. “My personal favourite colour in the new selection is Moravian Violet,” reveals Haas. “We are excited to see if these fresh colours catch on and how they will be received by customers. One of our tasks is to renew the portfolio as needed and generate enthusiasm for contemporary colours.” 

As open and creative as Audi exclusive is, there are limits. “Everything has to be technically sound, and in rare cases we have to reject equipment options because we need legal clarity,” Haas explains. Stefan Bach adds another perspective in this context: “Especially when it comes to highly individual requests, customers should consider the possibility of reselling the vehicle, for example if they want to have a family crest embroidered on the seat. We can do it, but it makes reselling the car more complicated.” Safety, quality, and legal clarity are ultimately the top priorities.

Bach and Haas are both experiencing firsthand how the understanding of exclusivity is constantly changing. “Today, it’s less about outward appearance,” says Haas, “and more about mindfulness and the feeling of doing something good for yourself.” She therefore finds it only logical that demand – and thus supply – for individual accents is focusing primarily on tailor-made interior design. Stefan Bach takes a similar view and looks a little further into the future: “The more automated driving becomes, the more important the interior will be as an oasis of well-being – a place where you feel at home.” 

What began 30 years ago, with hand-coloured sketches and a fax machine as optional extras, has now become a state-of-the-art, global offering for people who want to give their Audi that special something. With the Audi A6 Avant, which is opening up the future with new colours and materials, Audi exclusive is demonstrating how automotive dreams can come true for modern customers who “value conscious consumption,” as Andrea Haas puts it. The two special models are designed to inspire and excite, explains Stefan Bach. He emphasises: “We can configure the Audi A6 Avant with exactly these Audi exclusive features for our customers. However, the vehicle shown is just one example of a custom-designed dream car. During a personal consultation in our Audi exclusive studios, we will find the right configuration for everyone.”