Frozen in Time: Audi Tradition at The I.C.E. St. Moritz

Earlier this year, we shared Audi Tradition’s exciting lineup of events for 2025, highlighting its participation in classic motorsport and heritage celebrations worldwide. One of the most breathtaking so far? The International Concours of Elegance (The I.C.E.) in St. Moritz—a truly unique event where some of the world’s rarest and most historic automobiles don’t just sit on display, but take to the ice in motion.

What started as an exclusive gathering in 1985 has evolved into one of the most visually stunning classic car events in the world. Set against the dramatic Swiss Alps, The I.C.E. transforms the frozen lake of St. Moritz into a dynamic stage for pre-war legends, championship-winning race cars, and iconic performance machines to show their prowess—even in the most extreme conditions.

For Audi fans, this year’s event was particularly special. On February 21–22, nine-time Le Mans winner Tom Kristensen presented the legendary Audi quattro Group S prototype, built in 1986. Originally designed for the planned Group S rally category, this car featured a tubular space frame, lightweight plastic bodywork, and a four-valve turbocharged mid-engine layout. Though Group S never came to fruition, seeing this rare prototype in action on the lake in Switzerland was a stunning moment in Audi’s motorsport history—bringing an almost-mythical rally machine to life once again.

With 2025 marking 60 years since the Audi brand name was reintroduced, Audi Tradition will continue celebrating its history at major events like the Goodwood Festival of Speed, Eifel Rallye Festival, and International Museum Day. From frozen lakes to historic circuits, Audi’s legacy remains frozen in time—yet always in motion.