Audi Tradition Launches Its 2026 Program of Historic Events

Audi Tradition outlines its 2026 event season, featuring historic Audi vehicles, major European festivals and museum activities presented by the brand.

Audi Tradition opens its 2026 season with an extensive programme of appearances that brings together key chapters of the brand’s history, iconic vehicles and some of the most recognisable names in motorsport. The year begins with an unusually concentrated start, as Audi Tradition appears at three major events on the same winter weekend.

The season kicks off at the Bremen Classic Motorshow from January 30 to February 1. Here, Audi Tradition marks the 30th anniversary of the Audi A3, a model first introduced in 1996 that played a decisive role in establishing Audi in the premium compact segment. Alongside the anniversary display, visitors will be offered guidance on spare parts for classic and modern classic Audi vehicles, underlining the brand’s practical approach to automotive heritage.

At the same time, Audi Tradition turns to winter motorsport in the Alps. At The I.C.E. in St. Moritz, staged on the frozen surface of Lake Moritz, nine-time Le Mans winner Tom Kristensen is scheduled to drive the legendary Audi Sport quattro S1 E2. In Zell am See, Austria, the F.A.T. Ice Race will see two-time German rally champion Harald Demuth take to the ice in an Audi quattro Rallye A2, a car closely associated with Audi’s most successful Group B rally era.

The summer calendar continues this historic focus. Audi Tradition will once again attend the Goodwood Festival of Speed, running from July 9 to 12, one of the world’s most prominent gatherings for motorsport and automotive culture. Further appearances include the Eifel Rallye Festival in Daun from July 23 to 25, as well as the Heidelberg Historic (July 9–11) and the Donau Classic (July 17–18), where vehicles from Audi’s collection will return to the road.

Beyond the touring programme, the Audi museum mobile in Ingolstadt remains a central pillar of Audi Tradition’s activities. The museum will take part in International Museum Day on May 17 and the Night of the Museums on September 12, linking the travelling events of the season with the brand’s permanent historical exhibition.

All activities are brought together through the Audi Tradition app, which provides updates on events and special exhibitions. Taken as a whole, the 2026 programme reflects Audi Tradition’s intention to keep the brand’s history in motion — not only preserved in museums, but experienced live by audiences across Europe.