It was a typical Monday afternoon when an unexpected automotive gem caught my eye. Parked casually outside a local diner, it was unmistakably old and German – a combination that immediately piqued my interest. From a distance, I speculated if it might be a BMW 2000CS, a thought that alone warranted a closer look. But as I approached, a double-take was in order. Could it be? An Audi? Specifically, an Audi 100 LS? Incredibly, it was.
A pristine Audi 100 LS parked outside a diner, showcasing its classic German design and well-preserved condition.
Truthfully, I’d relegated the Audi 100 to the realm of automotive unicorns, cars I assumed had long succumbed to rust or been unceremoniously scrapped due to their infamous durability issues – at least in the American market. It was firmly on my “Curbside Classic bucket list,” but more in the “highly improbable find” category rather than something I realistically expected to encounter.
Close-up view of the Audi 100 LS highlighting its original chrome details and classic styling, emphasizing its remarkable state of preservation.
After snapping some quick photos with my phone – battling an inconveniently placed pole for a decent profile shot – I was approached by the Audi’s owner as I returned to my car. He wasn’t surprised by my impromptu photoshoot and generously shared some fascinating details about his 100 LS.
According to him, this particular vehicle is believed to be the oldest Audi 100 still in existence in the US. Not just the model, but this exact car. It’s entirely original, never restored, and boasts a mere 55,000 miles on the odometer. A glance at the photos confirms what I witnessed firsthand: its condition is remarkable. From the flawless vinyl roof to the perfectly straight chrome trim and the plush corduroy seats, the car exudes an aura of time-capsule preservation. The owner, clearly an Audi aficionado, also mentioned owning other classic German marques including an Audi Super 90, two DKW 3=6s, and a DKW Schnellaster, hinting at a treasure trove of vintage German automobiles in Southern California.
Rear view of the Audi 100 LS showcasing its clean lines, original taillights and the iconic Audi badging, further emphasizing its vintage charm.
However, the Audi 100, particularly the 100 LS model, carries a somewhat tarnished reputation in the United States. Online forums and classic car discussions often devolve into a litany of horror stories from past owners. These tales typically involve buying a used 100 LS in the late 70s for a pittance, only to be plagued by a cascade of mechanical failures – inboard brake collapses, ignition system meltdowns, HVAC system failures, and general spontaneous combustion events seemingly triggered by simply thinking about driving the car.
Side profile of the Audi 100 LS highlighting its elegant silhouette, spacious cabin, and the classic vinyl roof, showcasing its design from the late 1960s.
Yet, stepping back from these anecdotal nightmares and considering a broader perspective, the C1 generation Audi 100 emerges as a profoundly influential vehicle. It not only shaped Audi’s corporate design language but, more importantly, established Audi as a credible contender in the burgeoning near-luxury car market. From 1968 to 1976, over 825,000 Audi 100s found buyers worldwide. Before its arrival, Audi was a barely recognized brand, struggling in the shadow of Volkswagen. After the 100, Audi gained recognition as a stylish, innovative, and increasingly upscale automotive marque. Interestingly, its development was far from assured and was, in fact, largely conducted in secrecy.
The DKW Junior, a predecessor to the Audi 100, representing the earlier era of Auto Union and the design influences that shaped future Audi models.
The Audi 100’s story begins with Daimler-Benz’s acquisition of Auto Union GmbH (parent company of DKW) in 1958. Friedrich Flick, a major shareholder reluctant to fund Auto Union’s new prototype designed by William Werner (which eventually became the DKW Junior, pictured above), proposed a merger instead. This merger finalized on December 31, 1959.
Daimler-Benz aimed to modernize Auto Union’s production, building a new Ingolstadt plant in 1959 and acquiring Auto Union’s Düsseldorf factory. In 1963, Ludwig Kraus was appointed as Auto Union’s Technical Director. Kraus brought with him plans for a Daimler-Benz designed four-stroke “M118” engine, featuring advanced specifications like a high 11.2:1 compression ratio and water cooling.
The DKW F102, another transitional model, showcasing the challenges Auto Union faced before the Audi 100’s success, including reliance on two-stroke engines.
However, Auto Union was facing headwinds. Sales were declining rapidly, and profits followed suit. Consequently, Daimler-Benz sold Auto Union to Volkswagen in 1964. That same year, Auto Union launched the F102, intended to replace the aging DKW 3=6 and Auto Union 100 (in the background of the linked image). While the F102 boasted modern styling for its time, it still relied on the outdated three-cylinder two-stroke engine under the hood. By 1964, BMW’s “New Class” sedans and other competitors were significantly more appealing, making the F102 a commercial disappointment.
The Audi 60L Limousine, representing the first Audi model after the Auto Union acquisition by Volkswagen, featuring the new four-stroke engine and marking Audi’s revival.
The solution was at hand: the new four-stroke M118 engine debuted in the 1965 “Audi” (F103), later renamed the Audi 72. This model was essentially an F102 with a slightly elongated and restyled front end to accommodate the longer inline-four engine. The Audi brand, dormant since its merger with three others to form Auto Union in 1932, was revived to differentiate the new four-stroke model from the image-damaged two-stroke DKW range.
A lineup of early Audi models, highlighting the visual evolution and the increasing sophistication of Audi’s design language leading up to the Audi 100.
The new engine was vastly superior to DKW’s two-strokes, and the new Audi proved to be a relative success, with over 400,000 units built in the following seven years.
A US-spec Audi Super 90, showcasing the model’s features for the American market and its transitional role before the Audi 100’s arrival in the US.
The Audi 72 evolved into the Audi 80, and subsequently the Super 90 (briefly sold in the US from 1970-72, with 5,487 sales). Pictured above is a US-spec Super 90 with the mandatory sealed beam round headlights. Finding a Super 90 in the US today would indeed be a rare feat.
Heinrich Nordhoff (left) and Ludwig Kraus (right), key figures in Audi’s history, representing the contrasting forces of corporate control and engineering innovation that shaped the Audi 100.
This brings Heinrich Nordhoff into the narrative. Nordhoff, Chairman of Volkswagen AG’s Board of Management, intended to utilize Auto Union’s Ingolstadt plant primarily for Volkswagen production, as the Wolfsburg plant was at full capacity. He restricted development at Ingolstadt, effectively halting Ludwig Kraus’s work on a new Audi model.
The Mercedes-Benz W118 prototype, designed under Ludwig Kraus, showcasing the design inspiration and engineering heritage that Kraus brought to the Audi 100 project.
Undeterred, Kraus secretly continued his work, unbeknownst to Volkswagen’s higher-ups. He and a small team covertly developed plans for a new Audi sedan aimed at the upper-midsize segment. Kraus’s Daimler-Benz background was crucial; he had led the design team for Mercedes’ W118 prototype, intended to replace DKW models at the lower end of Daimler-Benz’s range. While the W118 evolved into the W119, the H118 engine went into production in the 1965 Audi, but the body design was shelved by Volkswagen after acquiring Auto Union – at least officially. Kraus’s Audi 100 design clearly drew inspiration from the W118/W119, as did the earlier 1965 Audi. The prototype also showed a resemblance to the W113 SL, with its upright greenhouse and tapered rear carrying over to production Audi models.
The Audi 100 prototype, hidden behind a curtain, representing the clandestine development and the dedication of Ludwig Kraus and his team to bring the car to life.
In 1967, Kraus and his team worked in near-secrecy. They concealed the clay prototype behind a curtain in Ingolstadt, working on it after hours. The story goes that Rudolf Leiding, the Volkswagen board member overseeing Auto Union, accidentally glimpsed the uncovered prototype. Impressed, Leiding arranged for Nordhoff to see it, presenting it as a “body modifications” study. Nordhoff, favorably impressed, approved production. The car, now named the Audi 100, was unveiled to the press in March 1968 and launched in the fall.
The Audi 100 was immediately praised by automotive journalists. Its styling was lauded as modern, clean, and airy, with many noting its “mini-Benz” aesthetic. It was also notably aerodynamic, boasting a drag coefficient of 0.369. The build quality matched other German brands, and its 100-horsepower engine delivered competitive performance, achieving 0-60 mph in a respectable 12.5 seconds for the era.
Contemporary reviews highlighted the Audi 100’s exceptional ride and handling balance. Both Car and Driver (May 1970) and CAR Magazine (May 1971) commended its comfortable, softly sprung ride. While reviewers noted the engine’s somewhat unfavorable front-axle placement (resulting in a 60-40 weight distribution and potential understeer), CAR Magazine observed the 100’s surprisingly neutral cornering behavior, defying its front-wheel-drive configuration. Front-wheel drive, while novel to many American buyers, was not revolutionary in Europe, tracing its Audi lineage back to the DKW F1 of 1932. However, it did differentiate the 100 from many upscale competitors. Popular Science (August 1970) echoed these sentiments, describing the handling as “safe and predictable.” The Audi 100 LS was also rumored to be a favorite of Road & Track, though readily accessible reviews are scarce.
Front 3/4 view of the Audi 100 LS emphasizing its clean lines, headlights, and grille design, showcasing its understated yet sophisticated styling.
Car and Driver, however, was less enthusiastic about the 100’s performance. Their testers reported significant understeer, stating it was “almost impossible to get the rear end to come around,” even in tight corners. They also criticized the engine’s city driving performance, citing sluggishness below 3200 rpm and a noticeable lurch upon throttle lift-off in the same rev range. Engine noise was also noted, possibly reflecting American expectations for larger engines in this price segment rather than a genuine indictment of the four-cylinder itself. Nevertheless, it presented a challenge in the US market.
Interior detail of the Audi 100 LS showcasing the corduroy seats, dashboard layout, and steering wheel, highlighting the car’s comfortable and well-appointed interior for its time.
Price was another point of contention for Car and Driver. While the Audi 100 stickered under $2600 USD (approximately $17,335 adjusted for inflation) overseas, it was marked up to $3795 ($25,300 adjusted) for the US market. This made it about $500 more expensive than rivals like the Peugeot 504 and Volvo 144S, though a few hundred dollars cheaper than the BMW 2000 and roughly a thousand less than a Mercedes-Benz 220. It occupied a challenging niche in the US market, but Audi believed they had a chance, leveraging their shared dealerships with Porsche (marketed as “Porsche Audi: a division of Volkswagen of America, Inc.”) and Volkswagen’s established mechanic network. Executives projected optimistic sales of 30,000 units annually.
An original 1970 Audi 100 LS advertisement from TIME Magazine, reflecting Audi’s marketing efforts and aspirations in the American market during that era.
Surprisingly, the Audi 100 LS surpassed the 30,000-per-year sales target by 1973, and sold 146,583 units in the US over its eight-year run from 1970-1977. While not a runaway success, these figures were competitive with BMW and Volvo (especially combined with Audi Fox sales) and significantly outpaced Peugeot and Saab imports. Overall, it was a profitable venture for Audi. So, why the negative reputation in the US?
The answer boils down to one word: reliability. It’s important to note that many of these issues were primarily concentrated in US-market cars for several reasons. This analysis focuses on the American market due to the author’s location and the rarity of finding a US-spec 100 LS in the wild. Anecdotal evidence suggests the 100’s reliability issues were less pronounced in its home market. The first major culprit was the front brake design. The 100 LS featured inboard disc brakes, touted by Audi and allowing for larger 11-inch rotors due to their inboard placement.
In theory, this seemed like an engineering triumph. In practice, it was problematic. The inboard location made servicing the brakes notoriously difficult, and contemporary reviews noted their spongy feel. Their placement also appeared to induce excessive torque stress (though this is a non-engineer’s interpretation), leading to frequent failures and expensive repairs. CV joint failures were also a common problem in the Audi 100.
Air conditioning was another significant weak point. The compressor, mounted on the engine with rubber bushings, required frequent replacement. The radiator fan fuse was prone to overheating and deforming the fuse block, leading to further failures and costly fixes. While perhaps less critical in Germany, air conditioning was essential in the US, making its unreliability a major issue.
Another vintage Audi 100 LS advertisement from TIME Magazine in August 1970, highlighting the car’s features and targeting the American consumer market.
Overall, the Audi 100 LS’s reliability record in the US was dismal. Consumer Reports gave it a “much worse than average” rating from 1972-1976, citing problem areas across engine mechanics, cooling, exhaust, fuel, ignition, automatic transmission, air conditioning, brakes, and electrical systems – essentially, everything. Those who sold or repaired 100 LS models when new are even more critical. Many described it as the worst car they ever dealt with, noting that under-hood temperatures vaporized rubber and synthetic parts, and the complex Solex carburetors required meticulous maintenance. One former salesman famously called them “nice riding, well-appointed pieces of crap,” and the 100 was colloquially nicknamed “Hitler’s Revenge.”
Several factors may have exacerbated these issues in the US market. Firstly, US-mandated smog equipment may have contributed to under-hood unreliability. Many US models also had air conditioning, still uncommon in Germany at the time, adding complexity. Secondly, road salt in northeastern US states accelerated corrosion. Thirdly, and perhaps most significantly, American mechanics were unfamiliar with the Audi’s engineering. Many owners reported shoddy repairs, with one recalling “major safety-related nuts and bolts loose” after servicing. A former parts manager noted mechanics’ reluctance to work on Audis, accustomed as they were to simpler Volkswagens. The Audi’s complexity and expensive German parts further compounded the problem.
Audi’s production facility in Ingolstadt, where the Audi 100 was originally manufactured, highlighting the German engineering and manufacturing heritage of the vehicle.
However, globally, the Audi 100 was a resounding success. In 1970, Audi exceeded Ingolstadt’s production capacity, forcing Volkswagen to shift some production to Wolfsburg – a twist of fate considering Nordhoff’s earlier restrictions. The 100 established Audi as a legitimate near-luxury brand, a front-wheel-drive rival to BMW, and a cost-effective alternative to Mercedes-Benz. Its attractive design, good driving dynamics, and relative affordability were key. It proved that front-wheel drive could compete with the best in its class in ride and handling. Its aerodynamic design (0.369 CD) paved the way for the revolutionary Audi 100 (C3) of 1983. Audi’s Director of Communications, Mark Dahncke, stated that the 100 “influenced everything to the Audi A4. It set the table for all things that came thereafter.”
Close-up of the Audi 100 LS’s iconic four-ring logo and grille, symbolizing Audi’s heritage and the Audi 100’s role in establishing the brand’s identity.
Fifty years later, the Audi 100 LS is a rare sight in the US. But encountering this well-preserved example serves as a potent reminder of Audi’s humble beginnings, its journey to profitability, and its path to future triumphs. It’s a testament to a car that, despite its American market challenges, laid the foundation for the modern Audi we know today.
Photographed in Santa Monica, CA – December 2018
The Audi 100 Coupe S, a more sporty and rare variant of the Audi 100, never exported to the US, representing the broader Audi 100 range and its design variations.
PS: The Audi 100 Coupe S, a limited-production, sporty variant not exported to the US, also existed and deserves mention as a beautiful example of the 100 range.
Related Reading:
Cohort Capsule: 1973 Audi 100LS – Keep It Beautiful by Perry Shoar
Cohort Outtakes: Audi 100LS Two-Door Sedan – Ever Seen One? No? How About an Opel Admiral? by Tom Klockau
Miniature Curbside Classic: 1972 Audi 100 By Signature by Tom Klockau
