INGOLSTADT/MUNICH – With 115 days to go before its first Formula 1 race, Audi presented on Wednesday (12) the complete vision of its entry into the top category of motorsport.
At the Brand Experience Center in Munich, the automaker unveiled the R26 Concept, a prototype previewing the design, colors and aesthetic language of the brand’s first F1 car – a milestone in Audi’s new global identity.
“Entering Formula 1 is the next chapter in Audi’s renewal,” says CEO
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For CEO Gernot Döllner, joining F1 represents a strategic and ambitious statement.
“Entering the pinnacle of motorsport is the next chapter in the company’s renewal. Formula 1 will be a catalyst to make Audi leaner, faster and more innovative,” he said.
Döllner emphasized that the goal is clear and realistic: to win.
“We are not in Formula 1 just to take part. We want to fight for the world championship by 2030. We know we won’t become a top team overnight, but determination, time and constant progress will take us there.”
R26 Concept introduces Audi’s new visual identity
The R26 Concept is the first full expression of the brand’s visual language that will be applied both to the F1 car and to future production models. The design combines minimalist surfaces, precise geometric cuts and a palette featuring titanium, carbon black and the new “Audi Red.”
In addition, Audi’s iconic rings will also appear in red on materials related to the Formula 1 program, reinforcing the updated visual positioning.
According to Chief Creative Officer Massimo Frascella, this aesthetic unification will be a key element:
“We are implementing a language that connects all aspects of the organization. The F1 project is the pioneer of this new identity, which will be expanded across the entire brand.”
Formula 1, technology and strategy: Audi’s new pillar
Audi sees F1 as the ideal global showcase to demonstrate its motto “Vorsprung durch Technik.” The category reaches more than 820 million fans and registered 1.6 billion viewers in 2024, with teams valued in the billions.
CFO Jürgen Rittersberger reinforces the financial and audience potential:
“With Formula 1’s enormous reach, we have the opportunity to attract new consumers, especially younger ones. The cost cap makes the project more sustainable and boosts the initiative’s economic potential.”
The future team already has three major global partners: adidas, bp and its future title sponsor, Revolut.
Sauber acquired and technical direction strengthened
To enter F1, Audi fully acquired the Sauber Group earlier this year, opening the door for investments from Qatar’s sovereign wealth fund. Two experienced leaders are heading the project: Mattia Binotto (ex-Ferrari) and Jonathan Wheatley (ex-Red Bull), both reporting directly to the CEO.
The driver lineup combines youth and experience: German driver Nico Hülkenberg and Brazilian driver Gabriel Bortoleto.
On-track heritage and innovation as DNA
Audi has a winning history across multiple disciplines, from rallying to Le Mans prototypes, as well as hybrids, electric vehicles and the Dakar Rally. Entering F1 aims to continue this legacy of innovation.
The new 2026 technical regulations, focused on electrification and sustainable fuels, create an ideal scenario for newcomers, as all teams will need to adapt simultaneously.
German powertrain and accelerated development
Since 2022, Audi has been developing in Neuburg an der Donau the hybrid unit that will power the 2026 car:
- 1.6-liter V6 turbo engine
- ERS system with MGU-K and energy storage
- Electronic control unit
- Gearbox integrated into the powertrain
The electric motor will have triple the output compared to the current concept, reaching a level similar to the combustion engine, which will run on sustainable e-fuels supplied by bp.
Two years after the project began, the complete powertrain has already undergone dynamic testing in race simulation, and the first units destined for track use begin shipping in December.
Triple operation: Germany, Switzerland and the United Kingdom
The Hinwil factory in Switzerland will be responsible for building the chassis and running track operations. Meanwhile, the new technology office in Bicester, United Kingdom, provides direct access to the technical ecosystem of “Motorsport Valley.”
The goal is to deeply integrate engine and chassis, one of the main advantages of a works team.
Official debut and first championship
The official team presentation will take place in January 2026, followed by private testing in Barcelona. The first public tests will be held in Bahrain from February 11 to 20. Audi’s long-awaited F1 debut will occur at the Australian Grand Prix, from March 6 to 8, 2026.
Source and images: Audi MediaCenter. This content was created with the help of AI and reviewed by the editorial team.
