Let’s go back to the beginning of Type 44 production today and take a look at this Audi 5000S. To me, this car represents just about the least appealing model in the lineup for 1985. No turbo, no quattro, automatic, Kalahari Beige Metallic – it really doesn’t get more yawn than this. “But it’s a ‘S’ model“, you say. Ah, but continuing on the theme of Audi’s unconventional naming strategy in the U.S., there was cleverly no non-S model for a few years – everyone got a participation trophy.
As it turns out, there were a lot of ‘everyone’. The new 5000, which started selling in the U.S. in 1984, was a massive success for Audi. In fact, it was far and away the most successful model they sold in the 1980s. And while we love to see turbos and quattro and manuals, it was specifically this car – gold Audi 5000S front-drive automatics – that sold in droves. Audi sold 48,057 5000s in 1985, for example. Only about 20% were Turbos. And the quattro model didn’t launch until very late in the year. Even when it did, they similarly never accounted for more than 20% of sales of the Type 44.
Still, ~40,000 doesn’t sound like a bit number. But consider Audi sold a total of 26,000 other cars between the Coupe, Quattro and all 4000s the same year. And the 5000’s proliferation wasn’t just over one model year. From 1984 to 1988, Audi sold 171,494 Type 44s in the U.S. and was really only limited by the November 1986 airing of the 60 Minutes debacle. This ’85 is representative of how a majority were delivered, but is not indicative of the condition of most today: