SHERIDAN, WYOMING – November 13, 2025 – Audi is stepping onto the biggest stage in motorsport — and doing it with purpose. Just 115 days before its first Formula 1 race, the brand unveiled its striking new R26 Concept in Munich, offering a clear look at how Audi intends not only to compete, but to redefine its identity through F1. With a new design philosophy, ambitious leadership, and a modern factory-team structure spanning Germany, Switzerland, and the UK, Audi’s entry into Formula 1 signals far more than a sporting milestone.
A new chapter in Audi’s transformation
For CEO Gernot Döllner, Formula 1 is a crucial driver of cultural and technological renewal:
“Entering Formula 1 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.”
Döllner emphasizes that Audi is not entering merely to participate:
“We are not entering Formula 1 just to be there. We want to win… By 2030, we want to fight for the World Championship title.”
In the context of global competition — especially in the US, Europe, and China — Formula 1 gives Audi a unique platform to strengthen its visibility and inspire new customer groups.
A new design identity — on and off the grid
The Audi R26 Concept is more than an F1 preview. It’s the first major expression of a unified brand design philosophy defined by clarity, intelligence, technical precision, and emotional appeal.
Chief Creative Officer Massimo Frascella describes it as the beginning of a new era:
“We are implementing a unifying design language that draws together every aspect of our organization.”
The concept’s titanium, carbon black, and newly introduced Audi red create a visual signature that will extend across the brand — including selective use of red Audi rings for Formula 1.
Formula 1 as a global innovation lab
The sport's financial sustainability under cost-cap rules, combined with its massive global audience — more than 1.6 billion TV viewers in 2024 — makes Formula 1 one of the most powerful brand platforms in the world. Audi’s entry has already attracted partners including adidas, bp, and Revolut, reflecting strong commercial interest before the team’s first race.
CFO Jürgen Rittersberger points out the strategic value:
“With the enormous reach of Formula 1, we have the opportunity to attract new customers for our brand… especially in the younger target group.”
Engineering ambition: a factory team built for the future
Audi’s plan includes full integration of chassis and power unit under one global structure:
- Neuburg an der Donau (Germany): Development of Audi’s F1 hybrid power unit — a 1.6-liter V6 turbo with a tripled electric motor output, plus sustainable e-fuel compatibility.
- Hinwil (Switzerland): Racing car development and race operations.
- Bicester (UK): Technology office in the heart of “Motorsport Valley,” giving the team access to top-tier talent and suppliers.
Leading the project are two high-profile F1 figures — Mattia Binotto and Jonathan Wheatley — reporting directly to Döllner. Drivers Nico Hülkenberg and Gabriel Bortoleto will bring both experience and fresh energy.
Audi’s progress has been swift. Only two years after starting development, the complete powertrain ran as a synchronized unit on the test bench — a major milestone given that on-track testing is extremely limited before 2026.
Key upcoming milestones
- January 2026: First official team launch
- Late January: Closed-door test in Barcelona
- February 11–13 & 18–20: Public winter tests in Bahrain
- March 6–8, 2026: Audi’s first Formula 1 Grand Prix in Melbourne
Editorial extra: Why Audi’s F1 entry matters for everyday drivers
Audi’s F1 project isn’t just about racing glory — it ties directly into the brand’s product future:
- A faster development culture influences new road-car platforms.
- Sustainable e-fuels and advanced hybrid systems inform next-gen Audi powertrains.
- New materials and low-weight strategies from F1 filter into production models.
- A bold, unified design language will shape future Audi interiors and exteriors.
A legacy reborn for the next era
From quattro rally dominance to pioneering hybrid victories at Le Mans, motorsport has shaped Audi’s identity for generations. With its Formula 1 debut, the brand is reconnecting with that legacy on a global stage — and aiming higher than ever.
As the R26 Concept signals, this is not just about racing. It’s about redefining who Audi is and where it's heading.
Learn more at www.audi.com.