São Paulo, October 29, 2024 – Audi do Brasil is expanding its nationwide tribute to Ayrton Senna with the discovery of a new “S” curve in Ribeirão Pires, São Paulo. The curve, located on Estrada Vereadora Mercedes D’Orto, becomes the second landmark in the brand’s “O Legado do S” project, part of Audi’s 30th anniversary celebrations in Brazil. The initiative aims to identify curves across the country that resemble the legendary “S do Senna” at Interlagos.
The newly recognized stretch sits in the rural area of Ribeirão Pires and bears a 92% similarity to the original Interlagos curve. Known locally as a scenic cycling and hiking route, the road is surrounded by waterfalls and trails, making it a natural fit for both motorsport heritage and ecotourism.
MAPPING SENNA’S SIGNATURE
To determine the curve’s eligibility, Audi and its partners analyzed parameters such as geometry, curve angle, straight-line extension, and driving direction. The work builds on the project’s debut in Urubici (Santa Catarina), where the first “S” outside Interlagos was unveiled in September.
The initiative is developed in collaboration with creative agency iD\TBWA and innovation studio Bolha, which designed algorithms capable of scanning road topography to find and measure similarities with Senna’s original “S.”
TRIBUTE BEYOND THE TRACK
For Gerold Pillekamp, Head of Marketing and Communication at Audi do Brasil, the tribute represents a full-circle moment between Senna and the brand. “In the same way that Senna brought Audi to Brazil, we are now giving back by taking Senna’s curve to new regions of the country,” says Pillekamp. “This new curve in Ribeirão Pires reinforces how much we want to continue building a common history with Senna. His legacy continues to beat in the hearts of millions of Brazilians.”
Sthefan Ko, Executive Director of Creation at iD\TBWA, highlights how the project turns a piece of racing history into an experience for everyday fans. “What was once a legacy limited to Interlagos and professional drivers is now part of our daily paths,” Ko explains. “The revelation of Senna’s new ‘S’ also strengthens the ecotourism circuit in ABC Paulista, inviting Senna fans to visit the site, explore its natural beauty, and connect with his story.”
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THE STORY BEHIND SENNA’S ‘S’
Though the curve bears his name, few know that Senna himself designed the “S do Senna” during Interlagos’ modernization in 1989. Its distinctive rhythm and balance between speed and precision embody his racing philosophy.
The first mapped curve in Urubici (SC), located along the SC-110 highway, offers a scenic lookout over the Serra Catarinense. Both sites are featured in the short documentary O Legado do S, produced by Warner Bros. Discovery and Sweet Filmes, which explores the origins and symbolism of the project.
“This is storytelling with authenticity,” says Eduardo Teixeira, Director of Creative Brand Solutions at Warner Bros. Discovery. “It reflects WBD’s mission to connect fans with their heroes while inspiring cultural conversation.”
CELEBRATING 30 YEARS OF AUDI IN BRAZIL
The Ribeirão Pires activation marks Audi do Brasil’s most significant campaign since renewing its partnership with Senna Brands earlier this year. It also coincides with the brand’s 30th anniversary in the country—a journey that began in 1992 at the São Paulo Motor Show and deepened when Senna became Audi’s official representative through Senna Import in 1993.
Today, Audi’s Brazilian operations include its São Paulo headquarters, logistics terminal in Vinhedo, and factory in São José dos Pinhais (PR), where the Q3 and Q3 Sportback are produced. The company continues to lead in electrification and sustainability, investing nearly R$90 million in charging infrastructure nationwide.
The O Legado do S mini-documentary is available now on YouTube at https://www.youtube.com/watch?v=CcY4ghmW6WA.
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