Audi is being particularly mysterious. The company will unveil a new concept when they introduce the Audi R8 V10 in Detroit.

Audi sure knows how to build success. The company has announced plans to unveil the 517hp Audi R8 V10 sports car alongside a new mystery concept at the North American International Auto Show next week.

One must wonder if Audi is simply being coy, and trying to get the online world buzzing about something they already know. The Audi A7 Concept has been previously reported to be show-ready. The A7, a competitor to the Mercedes-Benz CLS, is a four-wheel-drive, four-door luxury saloon. The new A7 is also believed to have V6 and V8 engine options.

Perhaps the mystery concept is a new S7, or another take on the Audi R8 itself. Either way, we are greatly looking forward to the Audi press conference, set for 2:55pm Detroit time this Sunday.

Gallery: Audi Mystery Concept to Debut Alongside R8 V10 in Detroit