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Lakewood, CO 80215

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The Terroir of Audi - Learn More At Our Lakewood, CO Showroom

terroir (t?w?r)
- n
winemaking the combination of factors, including soil, climate, and environment, that gives a wine its distinctive character
[literally: soil]




Truth starts at birthAudi Rings
 
 Taine Rhône reds. Italian leather. Vermont cheddar. Like those, Audi is very much a product of where it came from. It's called terroir, and we've translated it to automobiles. It helps explain our take on luxury and why we challenge convention, actually. Figuring out how the climate, the soil and the topography create a singular truth, an intrinsic authenticity that can be found nowhere else, and how all these physical influences shape the progressive inspiration of our engineers, designers and thinkers.

We certainly have our own terroir. One shaped by the mountains, forests and extreme weather of Germany. Inspired by the autobahn, hairpin turns and early twilight. And, of course, by our home in Ingolstadt, along with the passions and personality of the people who live there. And like a fine wine, its heritage helps articulate how it came to be, to deepen the connection between the product and the person. As always, the real joy is in the discovery you feel experiencing it. It's the truth from which the Truth in Engineering® was born.		 
 



The Terroir of Audi

Provocation  Climate  Organization  Landscape  Psychology

We change the way people look at things. Germany has long been an epicenter of change. Of seeing the world differently. Of adapting to new standards. Of breaking new ground. This is an Audi cornerstone. By continually challenging the existing belief system, Audi provocation leads the way to new conventions.		  
The weather keeps Germans inside quite a bit. Where others might become stir-crazy, for us it becomes time to explore our thoughts. Audi engineers use this time to think about the elements outside, and how to overcome them through progressive thinking. We may think indoors, but our thoughts are far from insular.		  
Germans prefer to make order from chaos. We are precise and orderly because we think it's important to mean what you say, and to be clear in what you do. Audi reflects that through visionary engineering. It is deceptively simple?organization is having the right thing in the right place, for the right moment.		  
Think of it this way?the Alps help you corner. The long, flat plains make you accelerate. The forest spurs driver-assistance technology. Who knew that the varied terrain of Germany would influence how you experience the road in the U.S.?		  
What do you see in cars? Economy of form. Efficiency of thought that translates into precise actions. The psychology of Audi engineers is modern and uncluttered. It's not excess that interests us, but addressing desires in a way that makes people nod and say, Yes, that is Truth in Engineering.