Uncompromising clarity on and off the racetrack
CEO Gernot Döllner: “Entering Formula 1 is the next chapter in the company’s renewal”
115 days before its first race in Formula 1, Audi provided a preview of the company’s presence in the pinnacle of motorsport at its Brand Experience Center in Munich. Just li future production models, Audi will bring uncompromising clarity to the racetrack and beyond.
“By entering the pinnacle of motorsport, Audi is making a clear, ambitious statement,” says Audi CEO Gernot Döllner. “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.” According to Döllner, Audi is entering the racing series with an ambitious yet realistic roadmap: “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.”
The Formula 1 team will spearhead Audi’s new brand identity
The Audi R26 Concept is a clear statement and provides a preview of the color scheme and design of the brand’s first Formula 1 race car, which will be unveiled in January. This visual identity is based on the recently introduced design philosophy and its four design principles: clear, technical, intelligent and emotional. “We are implementing a unifying design language that draws together every aspect of our organization,” says Audi Chief Creative Officer Massimo Frascella. “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.”
The R26 Concept is one of the first expressions of the brand’s new visual identity. Minimalist graphic surfaces, defined by precise geometric cuts, integrate seamlessly with the racing car’s geometry. The colour palette features titanium, carbon black and the newly introduced Audi red. As part of this identity, Audi will also sport red rings, used selectively to underscore its Formula 1 presence.
F1 as a global stage to demonstrate “Vorsprung durch Technik”
The Formula 1 project is a strategic flagship for Audi, reflecting the technological, cultural and entrepreneurial reinvention of the brand. It is intended to inspire customers and employees alike. Development and racing take place within an economically attractive framework: a cost cap applicable to all teams ensures a clearly defined budget and conditions, while the global reach of Formula 1 offers strong brand exposure and sponsorship opportunities.
Formula 1 has been a globally established sports platform for decades and, with more than 820 million fans, is the world’s most popular sports series. In 2024, around 1.6 billion TV viewers watched the races. The financial valuations of Formula 1 teams are in the billions. The future Audi F1 team already has three global corporations as partners – adidas, bp and future title partner Revolut – and there is great interest in supporting Audi in Formula 1.
To enter Formula 1, Audi acquired the Sauber Group in Switzerland in its entirety at the beginning of this year, thereby creating the conditions to bring Qatar’s sovereign wealth fund on board as an investor. At the helm of the Audi F1 Project are two experienced Formula 1 managers, former Ferrari Team Principal Mattia Binotto and Jonathan Wheatley (formerly Red Bull), who report directly to Audi CEO Gernot Döllner. In terms of drivers, the company is relying on a combination of experience and youthful energy with seasoned racing driver Nico Hülkenberg (Germany) and young talent Gabriel Bortoleto (Brazil).
“Formula 1 is more than just motorsport,” says Jürgen Rittersberger, CFO of AUDI AG. “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.”
From motorsport heritage to Formula 1 newcomer
Motorsport is part of the Audi DNA and has always been a driving force for technological progress and innovation. From the first mid-engine Grand Prix car to quattro all-wheel drive in rallying, to diesel, hybrid and electric powertrains at Le Mans, in Formula E and at the Dakar Rally, Audi has led every motorsport project to success with determination, courage, perseverance and team spirit, always pioneering new ground. The Formula 1 involvement of Audi is intended to build on this.
The pinnacle of motorsport is considered the toughest test laboratory in the world. The short development cycles, minimal chain of command and quick decisions are intended to serve as a model for the entire company. At the same time, Audi is close to the latest technological developments and materials. Thanks to open competition, Formula 1 serves as a technology driver for both electric mobility and sustainable e-fuels – both topics that are also highly relevant for production models. In these two areas, the regulations offer great freedom and scope for innovation.
First race in Formula 1
The future Audi F1 team will make its full public debut at the official team launch in January 2026. Shortly thereafter, the first official test drives with the new-generation Formula 1 cars will take place at the end of January at Barcelona, Spain – still behind closed doors. During further tests in Bahrain (11–13 February and 18–20 February), the Audi factory team will test in Formula 1 in front of the public for the first time, before the brand’s eagerly awaited debut in the pinnacle of motorsport takes place in Melbourne (Australia) from 6–8 March.
Above content © 2025 Audi AG reviewed and edited by Rex McAfee @rexmcafee
