First, ignore the rule book. For more than a hundred years, we've stared adversity in the face. When they said it can't be any lighter, we defied them. When they said it can't go faster, we proved them wrong. Whenever they said it couldn't be done, we simply did it. This is the undying spirit at our core. This is Truth in Engineering®.

To begin, things endOne man didn't accept "no" for an answer

August Horch heard it couldn't be done many times while creating Audi. He chose to defy naysayers. From his time to now, that philosophy has proved that lighter can be stronger. It redefined lighting technology. Says smaller engines can go faster. It became the way automobiles should be made — until we define the next, better way to do it. This is Truth in Engineering®.

Evolution through the unattemptedCourage is the mother of all invention

See how pioneering innovations such as TFSI®, TDI® quattro® all-wheel drive, LED lighting technology and Audi ultra® lightweight technology, each defined their places in the industry and beyond.

Design status quo? Or status defiant?Iconic design always prevails — regardless of what's expected

Our designers have never been sheep. Over the years, they've shattered standards and shaped how design translates the aesthetics and performance — for the entire industry.

From reinvention to glory to the open roadTDI® clean diesel redefines, then leads

Rudolph Diesel developed the diesel engine in 1893. And many came to say it couldn't be made quieter. Or cleaner. Or more efficient. It couldn't go faster. Or great distances. To us, they were simply challenges to disprove.

Audi — BeliefWinning against the odds.

Meet Leena Gade, the first female race engineer and an unstoppable force who helped Audi triumph in the most amazing the 24 Hours of Le Mans.

Audi — It couldn't be doneNever accept no for an answer.

Despite the odds, the status quo, and the accepted theories, succeeding lives on. See a compilation of some of the moments that have come to define the Audi spirit.

Audi — PerfektionThe making of an Audi.

Extreme heat and cold, engineered leather to withstand damage, and chassis strength tests are just part of the battery of the merciless process that go into every Audi.

Models of note

More Audi innovation

Explore more truth in engineering.