Audi are entering Formula 1 as part of their next chapter for the company. It will be entering the world of motorsport and pushing itself to its limit in terms of innovation.
“It is the next chapter in the company’s renewal. Formula 1 will be a catalyst for the change towards a leaner, faster and more innovative Audi. We are not entering Formula 1 just to be there. We want to win. At the same time, we know that you don’t become a top team in Formula 1 overnight. It takes time, perseverance and tireless questioning of the status quo. By 2030, we want to fight for the World Championship title.”
- Audi CEO Gernot Döllner
Audi will unveil the R26 Concept in January which will showcase their colour scheme and design for the brand’s first Formula 1 car. It will be based on Audi’s new design language which will incorporate four principles: clear, technical, intelligent, and emotional. Audi will sport red rings to complement the titanium and carbon black.
“We are implementing a unifying design language that draws together every aspect of our organization. This makes the Formula 1 project a pioneer for the new brand identity, which will be rolled out in the future both for the F1 team and Audi as a whole.”
- Audi Chief Creative Officer Massimo Frascella
Formula 1 has support far and wide, with around 1.6 million people watching the races back in 2024. There is already interest in supporting Audi in Formula 1 as the future team has Adidas, BP and Revolut as partners. Assisting with the project are two former Formula 1 Managers, Mattia Binotto and Jonathan Wheatley.
“Formula 1 is more than just motorsport. It’s entertainment, emotion, technology – and also a challenge. But it is precisely this combination that takes us where we want to go: inspiring new customer groups for Audi. With the enormous reach of Formula 1, we have the opportunity to attract new customers for our brand – especially in the younger target group, where Formula 1 is experiencing rapid growth. Thanks to the cost cap, Formula 1 is also more financially sustainable than ever before. When we look at the development of sponsorship opportunities, team evaluations, and the overall revenue potential in Formula 1, one thing becomes clear: This path makes perfect sense for Audi – also economically.
- Jürgen Rittersberger, CFO of AUDI AG
Audi’s background in motorsport is evident with the first-mid engine Grand Prix car to the quattro all-wheel drive in rallying. Their commitment to pushing limits are supported with the wide scope of innovation allowed in Formula 1.
Audi has been on this journey since 2022 where they were developing the power unit in Neuburg an der Donau, alongside developing the gearbox. The new regulations for F1 are focused on a new hybrid concept. Audi looks to have the combustion engine powered by sustainable fuels from 2026
A public debut is expected in January 2026 with the official launch of the team with test drives taking place at the end of January in Barcelona.
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