With just 115 days to go before its first Formula 1 race, Audi has revealed an exclusive preview of its Formula 1 presence at the Audi Brand Experience Center in Munich. Reflecting the brand’s signature precision and innovation, Audi is set to bring uncompromising clarity and performance from its production models to the racetrack.
“By entering the pinnacle of motorsport, Audi is making a clear and ambitious statement,” said Gernot Döllner, CEO of Audi AG. “This marks the next chapter in Audi’s transformation. Formula 1 will act as a catalyst for change — driving us toward becoming a leaner, faster, and more innovative brand.”
Döllner emphasized that Audi’s Formula 1 journey is guided by both ambition and realism: “We are not joining Formula 1 just to participate. We are here to compete — and to win. Success takes time, persistence, and constant innovation. By 2030, our goal is to fight for the World Championship title.”
The Formula 1 Team as a Brand Identity Pioneer
At the heart of Audi’s Formula 1 debut is the striking Audi R26 Concept, offering a first look at the design and color scheme of the brand’s inaugural Formula 1 car, set to be officially unveiled in January.
This concept embodies Audi’s newly defined design philosophy, built around four key principles: clear, technical, intelligent, and emotional. “We are implementing a unifying design language that connects every part of the organization,” explained Massimo Frascella, Chief Creative Officer at Audi. “Formula 1 will lead this transformation, serving as the pioneer for Audi’s new brand identity across all platforms.”
A Vision of Precision and Performance
The R26 Concept reflects Audi’s fresh visual direction with minimalist geometric surfaces, technical precision, and a modern racing aesthetic. The color palette features titanium, carbon black, and the newly introduced Audi red, symbolizing passion and performance. As part of this evolution, Audi’s iconic rings will appear in red for select Formula 1 branding — a powerful statement of the brand’s new era in motorsport.
Audi’s Strategic Entry into Formula 1: Innovation Meets Motorsport Heritage
Audi is positioning its Formula 1 project as a global platform to demonstrate its “Vorsprung durch Technik” philosophy, combining technology, brand renewal, and business growth. With over 820 million fans and 1.6 billion TV viewers worldwide, Formula 1 offers Audi a powerful stage for visibility and customer engagement, particularly among younger audiences.
To enter the sport, Audi acquired the Sauber Group, bringing Qatar’s sovereign wealth fund on board as an investor. The team is led by former Ferrari Team Principal Mattia Binotto and Jonathan Wheatley, with drivers Nico Hülkenberg and Gabriel Bortoleto representing a blend of experience and youthful energy.
Audi’s participation aligns with its motorsport legacy—from rallying and Le Mans to Formula E and Dakar—continuing its tradition of using racing as a testing ground for innovation. The brand’s Neuburg an der Donau facility in Germany is developing a new hybrid powertrain, combining a 1.6L V6 engine and advanced electric systems, powered by sustainable fuels through a partnership with bp.
With major regulatory changes coming in 2026, Audi enters Formula 1 on equal footing with competitors. The team’s race cars are built in Hinwil (Switzerland), supported by a technology office in Bicester, UK, ensuring seamless integration between chassis and power unit.
Audi’s Formula 1 debut will take place in March 2026 in Melbourne, Australia, following the official team launch and testing sessions in Barcelona and Bahrain earlier that year.
