Strong Audi showing boosts expo’s regional aspirations

One of the Middle East’s biggest auto exhibitions, the annual Qatar Motor Show is undoubtedly an important national event for carmakers to showcase their latest products to a particularly wealthy market. Held for the sixth year running, the Qatar Motor Show is, however, gaining influence on a regional level. If not quite the full-blown regional auto expo headline event that is the Dubai Motor Show, Qatar — along with Abu Dhabi — is among the next two most influential such events.

Held for the first time at the Doha Exhibition and Convention Centre — giving the show a more central locale. Meanwhile, the event itself seems to be maturing somewhat, with less glitzy exotics and overly elaborate niche cars, but more mainstream exhibitors. With exhibitor numbers rising from last year’s 35 to 40, the 2016 Qatar Motor Show has even attracted a small number of regional production and concept car premiers, along with expected national debuts, following on from the Dubai and recent international events. 

Despite notable absences from more exotic brands like Lamborghini, Bentley and Bugatti, the 2016 Qatar Motor Show’s strongest showing came from the Volkswagen group in general and Audi in particular, all of which were represented at a regional office level, rather than just by local importers, as most other manufacturers were. Premiering in Doha following its recent Frankfurt global unveiling was the Audi S8 Plus high-performance luxury saloon. Its’ Audi A8 L Security armoured car sister — already available to high-end clientele — however made its regional motor show stand debut.

In an interview with Audi Volkswagen Middle East Managing Director Benoit Tiers commented that the “Qatar Motor Show is important for Qatar and it is also important for the region, but I don’t see a fight against Dubai. I see an opportunity for us as a group to show the best of our products, to a country where we have specific need”. Voicing support for the event, and that there is more than one show in such a big region, Tiers added that Audi is “happy to introduce such sporty models to the Qatar Motor Show, because those are the sort of cars Qataris like”.

And while the S8 Plus regional premiere and R8 supercar national debut perhaps took centre stage for Audi, Qatar also played host to the regional premiers for the Ingolstadt manufacturer’s compact sports SUVs: the compact high performance RS Q3 and sporty mid-size SQ5. A sentiment echoed at other group brands, Volkswagen took the opportunity to introduce the latest incarnation of the compact Tiguan crossover to the region. Porsche, meanwhile, unveiled the Macan GTS version of its compact sports SUV to the Middle East, alongside regional debuts for three Turbo S, Carrera 4S and Targa 4S variants of its long-standing and distinctive rear-engine 911 sports car.

Fellow German rival BMW introduced high-performance SUVs, including the large and practical X5M and its less-practical but more dramatic sloped roof X6M sister model. While Audi, Volkswagen and Porsche were with luxury and high-performance cars well represented at the Qatar auto expo, Mercedes-Benz featured the C450 AMG Sport to debut a new AMG Sport line of performance cars bridging the gap between garden variety and full high-performance AMG models. At the more exotic end of the automotive spectrum, Maserati, Ferrari and Rolls Royce were also present.

Concept cars at the Qatar Motor Show included the radical Toyota FT-1 and Qatar’s very own first supercar concept. Designed by Abdul Wahab Ziaullah and financed by the Qatar National Research Fund, the Elibriea prototype is a work in progress and not yet road worthy. With initial road testing and development performed, the sharp and radical looking Elibriea is currently powered by a 525BHP General Motors sourced engine, but is envisioned to produce 800-1000BHP, should development continue to production.

Audi S8 Plus

Understated, luxurious and supercar swift with re-assuring four-wheel drive roadholding, the high-tech S8 Plus is a full-fat road rocket evolution of the already ample high-performance S8 version of the A8 full-size luxury car range. Unlocking an additional 84BHP from the S8’s 4-litre twin-turbo V8 engine, the Plus version develops 597BHP and 553lb/ft torque with an increased 305km/h top speed limit. With four-wheel drive Quattro traction and light weight aluminium construction, the S8 Plus’ delivers segment-leading 3.8-second 0-100km/h acceleration.

Audi RS Q3

Audi’s quick and compact RS Q3 high-performance skunkworks crossover SUV Sportback is muscular and agile, and benefits from Quattro four-wheel drive roadholding and a slick automated dual clutch gearbox. Harking back to Audi’s most celebrated 1980-91 Quattro, the RS Q3 is powered by a turbocharged 5-cylinder engine producing 335BHP and 332lb/ft torque, which allows for brisk 4.8-second 0-100km/h acceleration and a governed 250km/h to speed.

Audi SQ5

Less brutal but more practical than the RS Q3, the larger sporty performance SQ5 version of Audi’s mid-size SUV also features Quattro driveline mated to a smooth and swift 8-speed automatic gearbox. Power comes courtesy of a 3-litre supercharged V6, the SQ5 offers responsiveness and consistent delivery with a broad sweet spot. Developing 349BHP and 346lb/ft, the well-equipped and efficient SQ5’s delivers 5.3-second 0-100km/h acceleration and is expected in Middle East showrooms in the third quarter of 2016.

Audi A8 L Security 

Luxurious plush and impenetrable to VR9 level ballistic and explosive armour rating, the A8 L Security is Audi’s most secure car ever. Unique among head of state level armoured cars are the A8’s relatively low weight and Quattro four-wheel drive, which adds another level of roadholding and power distribution ability. Benefiting from the stock A8’s aluminium construction and high tech low weight armour plating, the A8 L Security may be portly in absolute terms at just over 3.6 tonnes, but is trim by comparison to competitors.

Offering the benefit of a holistic and integrated factory approach to security, the A8 L Security also offers optional fresh air supply and unique explosive emergency exit doors. Priced from 400,000 euro upwards, the A8 L security is powered by a choice of 4-litre twinturbo V8 developing 429BHP and 442lb/ft or a naturally aspirated W12 engine producing 493BHP and 461lb/ft, and features run-flat capability at 80km/h for up to 80km, and a governed 210km/h top speed.