Rally World Vice-Champion Michał Kościuszko Becomes Official Audi Ambassador in Poland

The Audi brand has appointed Michał Kościuszko, an accomplished rally driver and JWRC junior world vice-champion, as its official ambassador in Poland. The decision, announced on February 25, 2026, formally crowns years of collaboration between the parties. According to press information, the Polish athlete's new role is not limited to mere image presence. Kościuszko assumes the key function of substantive supervisor and leader of the instructor team in the brand's prestigious training program – Audi Driving Experience. In this role, he will be responsible for the comprehensive development of the training offer, from planning and selecting exercises, through overseeing safety standards, to coordinating the track events themselves. Representatives of the Ingolstadt-based company stress that the goal is to enhance the quality of the participants' experience at every stage – from the briefing to the final lap. The driver's statement, cited in one of the articles, points to the naturalness of this choice. „Audi to marka, z którą jestem związany od lat – zarówno zawodowo, jak i prywatnie” (Audi is a brand I have been connected with for years – both professionally and privately) — Michał Kościuszko – stated Kościuszko. This long-standing relationship is meant to be the foundation for the authenticity of the marketing message. Industry media note that in the automotive world, where 'sporty DNA' is often an empty slogan, Audi consistently draws from experiences gained on rally stages and race tracks, translating them into technological solutions for retail customers. A key element of this narrative remains the iconic all-wheel-drive system – quattro, which revolutionized the passenger car market, significantly raising the level of active safety and driving confidence. The choice of Kościuszko – known for his surgical precision behind the wheel and full trust in technology – is meant to highlight these very values. The quattro system, developed by Audi and introduced into series production in the early 1980s, became an iconic solution that permanently changed the perception of 4x4 drive in passenger motoring. Its success in rallying, especially in the Group B era, solidified the brand's position as a pioneer in traction and driving dynamics.The third analyzed article points to the strategic dimension of the decision. Audi, instead of opting for collaboration with a person known solely from the media (a so-called celebrity), chose an expert with an established position in the world of motorsport. This is intended to help build the brand's image as authentic, based on real engineering and sporting achievements, not just temporary popularity. This strategy fits into a broader trend in premium marketing, where customers increasingly value substance and competence behind a brand's story. Therefore, Michał Kościuszko's function as an ambassador is meant to serve as a bridge between the sporting elite and the experience offered to customers during professional driving training. This collaboration has the potential to strengthen the perception of Audi in Poland not only as a manufacturer of luxury cars but also as an institution fostering the development of skills and automotive culture among drivers.