SHERIDAN, WYOMING – November 13, 2025 – Audi has officially revealed the design direction that will carry the brand into its long-awaited Formula 1 debut in 2026 — and the message from Munich is clear: this is more than entering a racing series. It’s a transformation of the entire company. The newly unveiled Audi R26 Concept delivers the first glimpse of what the four rings will look like at the pinnacle of motorsport, combining cutting-edge engineering with an elevated emotional identity.
A racing entry with a deeper purpose
During the Audi One reveal event, CEO Gernot Döllner emphasized that Formula 1 is not merely a thrill — it's a strategic leap:
“Our entry into Formula 1 is part of something bigger… a catalyst for change towards a leaner, faster, and more innovative Audi.”
The global stage of Formula 1, especially under the cost cap, offers a rare combination of emotional storytelling and financial sustainability. With massive reach across the US, Europe, and China, Audi sees its F1 program as the start of a fresh era of brand identity and performance culture.
Döllner also tied Audi’s future to its heritage:
“Audi has never entered just to compete, but instead with the aim of leading, innovating and being victorious.”
A championship roadmap — and the ambition to match it
Heading the project is Mattia Binotto, whose vision is focused, strategic, and long-term:
“The goal is clear: to fight for championships by 2030.”
According to Binotto, the journey will be shaped by top talent, relentless learning, and a commitment to continuous improvement. He describes the upcoming first fire-up of the power unit as “the passion and ambition of hundreds becoming reality,” with Audi's first F1 car set to hit the track early next year.
It’s a reminder that the most iconic F1 teams aren’t built in one season — but with every milestone, Audi edges closer to being a serious contender.
People first: building a mindset that wins
Future team principal Jonathan Wheatley stressed the human side of racing excellence:
“Championship-winning teams are not built on magic – they are built on people who believe.”
For Wheatley, resilience, confidence, and clarity of purpose will define the culture. The project is not only about constructing a competitive team — it’s about reshaping what an F1 organization can be, combining passionate talent, groundbreaking partners, and the evolving identity of the Audi brand.
A striking new design language for a global stage
Audi Chief Creative Officer Massimo Frascella described Formula 1 as a platform to unify the brand’s evolving design philosophy:
“We want to have the most striking car on the grid… and create a cultural impact that goes beyond the grid.”
The Audi R26 Concept, showcased at the reveal, reflects this ambition with a bold visual identity built around the four rings. It gives fans a first look at how Audi intends to stand out — not just technically, but artistically and culturally.
Editorial extra: What makes Audi’s F1 entry so meaningful?
- It redefines Audi’s performance DNA, connecting road-car innovation with top-tier racing.
- It introduces a unified design language across all future Audi models.
- It strengthens brand relevance in key markets where F1 viewership is booming.
- It inspires new emotional connection, blending technology, culture, and sport.
- It signals long-term commitment, with championship ambitions targeted for 2030.
A new chapter, built on heritage and future ambition
From the Auto Union Silver Arrows to dominance in touring cars and Le Mans hybrids, Audi’s motorsport legacy is rich and fearless. Now, the R26 Concept marks the beginning of a new era — one where innovation, design, and emotion meet the most competitive motorsport stage in the world.
Learn more at www.audi.com.