Audi celebrates stand out Dealer performance and excellence in customer experience at Audi Vorsprung Awards


Audi South Africa recently celebrated its national Dealer Network at a distinguished event hosted at The Cooperage, Anura Vineyard in Stellenbosch.


The annual Audi Vorsprung Awards, formerly known as the Silver Arrow Awards based on Audi’s racing heritage, is an opportunity to reward progressive performance within the Audi Dealer Network. Through this Awards programme, top performers are acknowledged for their determination to drive excellence and progress against key business performance indicators.

“Our Dealer Network is a large part of the reason our business continues to improve and grow in the industry. We take this annual opportunity to recognise exceptional contributions and achievements of teams and their top performing individuals,” says Sascha Sauer, Head of Audi South Africa. The Audi Vorsprung Awards see Audi Dealers compete for recognition amongst their peers across eight categories within the areas of overall Dealer Business Leadership; New Vehicle Sales; Pre-owned Sales; Service, Parts and Accessories and Financial Services.

The following awards were announced during the celebrations:

  • Audi Centre Arcadia received the award for being 2022 Audi Dealer of the Year. This is an remarkable accolade as the Dealer has earned top honours in this category for the fifth consecutive year.

  • The Hatfield Group was named the 2022 Audi Dealer Group of the Year, an award that requires outstanding performance by every Dealer in the Group against all business indicators.

  • Within the other award categories, 40 high performing individuals across Audi’s national retail network were recognised for the role they played in achieving excellence for the brand and in customer experience in their respective business fields and categories.

“To be recognised by Audi South Africa as the Dealer of the Year for five years in succession is a massive achievement for each team member at Audi Centre Arcadia. The Vorsprung Awards evening was a historical moment for us and is one we will savour forever, as it is a huge honour to receive this award. Teamwork, commitment to the task and being invested in a winning culture are the cornerstone of our success, but above all, our single-minded focus on our purpose is what ultimately drives us to serve customers with Audi excellence,” says Phillip Clough, Dealer Principal at Audi Centre Arcadia.

“We are honoured to be recognised as the Dealer Group of the Year. This prestigious award is a direct result of the hard work and dedication of our teams, and it reinforces our commitment to delivering the best possible service to our customers. Here’s to another year full of new opportunities and innovations for the brand.” says Karl Lessle, Franchise Director at the Hatfield Group.

“As we continue to shape the future of premium mobility, we are honoured to have an engaged Dealer Network that lives the ethos of progress and continues to demonstrate ‘Vorsprung’ in all they do. I look forward to continuing this journey of performance and innovation with our Dealers”, concludes Sauer. is an award-winning Digital Media, Marketing, and Advertising Company est. 2015, is a Member of the Independent Media Association of South Africa (IMASA), and Brand South Africa's Play Your Part Ambassadors, with a global reach of over 10 million

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