Audi is on course to smash its UK sales records again in 2014 and to achieve double-digit growth.
 
Insiders are hinting that the final tally could top 160,000 when registrations are declared early next year, compared with the 142,000 sales in 2013.
 
Already this year Audi has enjoyed a record first six months, with 85,000 cars sold - and that is before the registration-plate change in September, which always boosts the retail market.
 
"The problem for us is not one of demand but of supply," the company says. "Even the Q7, which is now our oldest car, is still in huge demand. We've watched our rivals closely all these years and now we're in front of them."
 
Audi says it was 10,500 cars ahead of BMW at the end of June and almost twice that figure ahead of Mercedes-Benz.
 
This has been achieved in what, by Audi standards, has been a relatively quiet year for new product.
 
But the company has been given a fillip by the new ultra versions of the A4, A5, A6 and - from the fourth quarter of this year - A7.
 
These new low-emissions fuel economy champions of their respective ranges are already claiming 3.8% of all Audi's UK sales, despite being on sale for only a few months.
 
Audi UK product leaders expect their significance to become even greater over the next two or three years as the business users they are aimed at - but who are currently locked into long leasing contracts - start looking for their next company car.
 
The ultra models bring significant tax benefits, with annual savings of hundreds of pounds in benefit-in-kind duty.
 
The ultra theme goes beyond savings in use. The materials and paints they consume during manufacturing and the way power is generated to build them is also taken into consideration so there are whole-life benefits for the environment.
 
Eventually, Audi plans ultra versions of almost every model in its range, barring the most overtly sporty cars.