Audi endurance experience


Loyalty programme takes the form of customer competition



Generating a special bond with the brand

It seems totally impossible to talk about the 24 Hours of Le Mans without thinking of Audi. The four-ring brand’s 13 victories will long be remembered there. True pioneer, Audi were the first to win Le Mans with diesel, then hybrid cars. Competition is inherent to Audi’s DNA, an aspect that shows through all models.

In 2011, Audi looked to organise an event that could enhance this sporting facet while establishing a strong bond with customers. Their unique requirement was very clear: to find a concept that could stir up emotions!



First 24-hour race exclusively for customers

It wasn’t long before a good idea came up. We decided to create the first ever 24-hour race for non-professional drivers, people who had never taken part in a racing competition before. Devised as a loyalty programme, this challenge gave Audi cars owners as well as a couple of prospects and guests an opportunity to pit against each other on the most beautiful French circuits, on board an A1 model specially prepared by ORECA’s workshops (FFSA approval). All participants took part in three hours’ long qualifying rounds. Finalists then formed 24 teams and experienced a 24-hour race, fighting against each other!

Our missions :

  • Supervising registration process
  • Organising the competition
  • Managing technical and logistical aspects
  • Supervising a 30 vehicles’ fleet
  • Supplying staff: mechanics and team managers
  • Setting up hospitality and reception spaces
  • Organising practice sessions taking place before the race


In 2015 the AEE celebrated their 5th edition, A3s replaced A1s and the most recent final took place on ice in Lapland.




of operation



Participants since 2011