Four Rings Fit for Royalty: UK's King Charles III Picks Audi Again

Royal Household's Audi A8L 6 photos
Photo: The King’s Guards Channel on YouTube / Tango Sierra Media on YouTube / The Royal Family on Facebook / Edited
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Audi UK Director Andrew Doyle confirmed on LinkedIn that the German automaker would continue to supply the Royal Family with vehicles for another 36 months. Buckingham Palace awarded the brand's British division a so-called "warrant," which is an honor bestowed on "grantees" who regularly deal with the Royal Household.
No matter who you are, personal mobility is a concern. However, when you have to move safely across the country as a hereditary leader, things become a bit more complicated. Not just comfort but reliability and safety are mandatory as well.

Queen Elizabeth II was known for her affinity for Land Rover. She was often spotted driving a Range Rover. The Indian-owned company supplied the Royal Family with many vehicles, including the one that President Obama rode in when he visited the UK.

However, King Charles III decided to continue working with Audi. The monarch has German roots, but that can't be what made him choose the four-ring brand's rides. After all, he was also seen in a special purpose-built Bentley based on the Mulsanne, which was built specifically for the King's late mom, Queen Elizabeth II. The Crewe-based marque is part of the big VW family, just like Audi.

The company that gave us the R8, the RS6 Avant, and the quattro all-wheel-drive system isn't doing the Royal Family any favors. They are getting paid for the cars, which are most likely offered under a lease agreement.

At the same time, Buckingham Palace doesn't offer Audi preferential treatment. Receiving a Royal Warrant isn't a surprise or a lottery. For a company to become eligible, it must supply the Royal Household with products or services for at least five years. Afterward, they can apply for the right to use the Royal Arms.

However, in Audi's case, this award is a strong confirmation that the King is very satisfied with the collaboration. Before becoming the UK's ruler, Charles III was the Prince of Wales, and his mother trusted him with granting Royal Warrants. From 2025 onwards, Prince William will take care of this special recognition.

Since the Royal Household needs many things, there are many companies that work with Buckingham Palace to keep everything running smoothly and in stock. Grantees have the opportunity to join an association that helps these entities connect and get involved even more in their communities. Various events also support charities, and the Plowden Medal is awarded to individuals who help conservation efforts.

Finally, an important selection criterion for the Royal Warrant is sustainability, which is great for Audi. The German brand announced an ambitious plan to phase out the internal combustion engine and has a serious lineup of all-electric vehicles.

All in all, this is a win for Audi. We'll see if this collaboration continues post-2027.
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About the author: Florin Amariei
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Car shows on TV and his father's Fiat Tempra may have been Florin's early influences, but nowadays he favors different things, like the power of an F-150 Raptor. He'll never be able to ignore the shape of a Ferrari though, especially a yellow one.
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