Audi's Trento-Sports-Festival


  • Audi’s vision of balance between roots and future, advanced technology and emotion, performance and sustainability
  • Commitment to zero environmental impact with €28 billion investment in electrification and digitalization by 2027
  • Formula 1 debut in 2026, achieved by combining dreams and innovation
  • Strong ties to the world of sports, as evidenced by the participation of Dominik Paris and Simone Origone at the event


The Trento Sports Festival, a gathering of distinguished individuals from the world of sports and innovation, provided a captivating stage for the exchange of ideas and visions. Among the prominent attendees were Fabrizio Longo, the Director of Audi Italia, the Olympic champion Sofia Goggia, and the renowned mountaineer Hervé Barmasse.

Their discussions delved into the intricate interplay of aesthetics, design, and performance within the context of Audi’s overarching vision. This vision, as presented at the event, revolves around the delicate equilibrium between tradition and the future, the fusion of advanced technology and emotional resonance, and the simultaneous pursuit of performance excellence and sustainability.


It sounds like the Trento Sports Festival provided a platform for a discussion on aesthetics, design, and performance in the context of Audi Italia’s vision. The event featured several notable figures, including Fabrizio Longo, the Audi Italia Director, Olympic champion Sofia Goggia, and mountaineer Hervé Barmasse. During the dialogue, Audi’s vision was highlighted, emphasizing the importance of balancing tradition and innovation, advanced technology and emotional appeal, as well as performance and sustainability.


One significant aspect of Audi’s vision is its commitment to achieving zero environmental impact in all its activities. This commitment involves substantial investments of 28 billion euros dedicated to electrification and digitalization by 2027. This move demonstrates Audi’s dedication to sustainability and reducing its environmental footprint.


Additionally, the announcement of Audi’s debut in Formula 1 in 2026 was mentioned as an extraordinary goal that combines dreams and innovation. Participating in Formula 1 represents a significant step in the automotive industry, showcasing Audi’s commitment to pushing the boundaries of technology and performance.

The presence of athletes like Dominik Paris and Simone Origone at the event further underlines the strong bond between Audi and the world of sports, emphasizing the idea that the future is an attitude, as represented by the hashtags #FutureIsAnAttitude and #AudiFISIoneAttitude. This suggests that Audi is not just about producing cars but also about embodying a particular mindset and approach to the future, where innovation, sustainability, and performance coexist harmoniously.

Participating in events like the Trento Sports Festival can bring several benefits to Audi:

  • Brand Exposure and Recognition: Audi’s presence at such a high-profile event provides an excellent opportunity for brand exposure and recognition. It helps in reinforcing Audi’s brand identity and positioning it as a forward-thinking and innovative company in the eyes of the public.
  • Engagement with Key Stakeholders: Audi can engage with key stakeholders, including customers, partners, and industry influencers, at events like this. It offers a platform for networking, building relationships, and fostering collaborations.
  • Showcasing Innovation: Audi can use events like this to showcase its latest innovations, products, and technologies. This helps create excitement and anticipation among the audience about Audi’s offerings.
  • Demonstrating Commitment to Sustainability: Audi’s commitment to zero environmental impact and sustainability, as highlighted at the event, can be effectively communicated to a broad audience. This can appeal to environmentally conscious consumers and investors.
  • Reinforcing Sports Partnerships: Audi’s association with athletes like Dominik Paris and Simone Origone reinforces its strong bond with the world of sports. It can strengthen existing partnerships and potentially lead to new collaborations in the sports industry.
  • Building Emotional Connection: Audi’s emphasis on the balance between technology and emotion can help in building an emotional connection with consumers. It portrays Audi as a brand that cares about the emotional experience of its products.
  • Setting Future Goals: Audi’s announcement of its debut in Formula 1 in 2026 sets a significant future goal. It generates excitement and anticipation for what’s to come, attracting attention and interest in Audi’s future endeavours.
  • Market Research: Audi can gather valuable market insights and feedback during such events. Conversations with attendees and reactions to Audi’s presentations can provide useful data for future product development and marketing strategies.
  • Media Coverage: Events like the Trento Sports Festival often receive media coverage. Audi’s participation can lead to positive press coverage and media exposure, further enhancing brand visibility.
  • Inspiring and Motivating Employees: Audi’s involvement in events like this can inspire and motivate its employees. It showcases the company’s commitment to excellence and innovation, fostering a sense of pride among the workforce.


The Trento Sports Festival served as a remarkable forum where the convergence of visionaries, athletes, and industry leaders illuminated the path forward for Audi Italia. With Fabrizio Longo’s guidance, the event fostered dialogue and insight into the intricacies of aesthetics, design, and performance. Audi’s vision, epitomizing the harmonious coexistence of heritage and progress, technology and emotion, and performance and sustainability, left an indelible mark on all attendees.

Audi’s resolute commitment to achieving a zero environmental impact by 2027, backed by a substantial investment of 28 billion euros, embodies the brand’s dedication to shaping a sustainable future. Equally momentous is Audi’s upcoming foray into Formula 1 in 2026, where innovation and dreams collide to create automotive history.


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