The car in the pictures belongs to Einar Karoliussen. It concerns an American version of the Audi 100LS C1.
According to the chassis number, it is a 1977 model. While Europe got the new model in 1977, sales of the first model continued for another year in the USA. Perhaps old and new models were produced side by side? - Or maybe Audi produced a series for the American market before they started production of the new model?
When Audi came to the US
Introducing a new European car brand to the US could not have been an easy task. It's hard to imagine today, now that Audi has truly established itself as a premium brand worldwide. Loud advertisements said that the Audi 100 had the same roof height as a Rolls-Royce, a front-wheel drive system like a Cadillac Eldorado and a trunk as big as a Lincoln Continental. It was no secret that the Audi was essentially a mediocre engine, not particularly voluminous and not particularly comfortable, things that average American car buyers wanted.
There was still something special about the Audi 100.
What prompted the couple from Montgomery, New York, to trade in their 1970 Buick Skylark for a new 1977 Audi 100 from Germany? The total price for the car with plates, taxes and fees was USD 8. For the same price, they could get a well-equipped Buick. The Audi was well equipped, too. It came with power steering, air conditioning, automatic transmission, – plus Deluxe AM/FM radio, Window Vent Shades and Heavy Duty Undercoat. It was then well equipped for salted winter roads on the US east coast.
Porsche + Audi
Imagine the Audi next to – let's say – a Buick Regal from the same era. The Audi does not look as flashy as the Buick. The two cars send completely different signals – American and European idioms. Someone might add something about class difference. At least the Audi's image was helped by the fact that it was sold through local Porsche dealers. The fact that Volkswagen was the owner of Audi probably didn't hurt either. Of all the advertising during the 70s, perhaps the ads that linked Audi to Folkevognbobla and Porsche were the most successful. In retrospect, this has become even more clear. The lines in the Audi 100 C1 are in the style of both classic Porsches and VW bubbles.
Related to Volkswagen
The Audi 100 was developed under the project name F104, which actually belongs to DKW/AutoUnion. But in reality the project was run by Volkswagen - which owned DKW/AutoUnion. The model appeared in 1968 and received a facelift in 1974. Then, among other things, the headlights and the chrome strip surrounding the front were changed. In the US, it also received large bumpers to meet the requirements of The Federal Bumper Standard. In 1977, the bumper standard was further tightened. Bumpers should now withstand impacts against stationary objects at 5-9 mph. Then the Audi 100 was fitted with huge bumper horns. The result wasn't too bad. The horns didn't ruin the Audi's lines, and the solution was certainly much cheaper than designing completely new bumpers.
Low miler
The first impression of Einar's classic Audi is not the American bumpers and wheel covers. That is the condition the car is in. It simply looks new. When was the last time you saw a "new" Audi 100 C1? A 1977 car that has barely turned 30 miles? According to previous sales information, the car was only used for church and the supermarket. The grey-green Audi must have been a pleasant feature in the sleepy American suburb.
Facts 1977 Audi 100LS aut.
Drivetrain
Engine: 1871 ccm I4 electronic injection
Power: 96 HP
Torque: 141 Nm at 3200 revolutions
Gearbox: Automatic, 3-speed
Weights and Measures
Length, width, height: 476 / 176 / 139 cm
Wheelbase: 268 cm
Own weight: 1220 kg
Petrol tank: 58 litres
Performances
Top speed: 165 km/h
Sources
Technical data: automobile catalog
Documentation by owner: Einar Karoliussen
Pictures
Click on the images to view them in full size.
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