INGOLSTADT/MUNICH – 115 days before its first race in Formula 1, Audi presented this Wednesday (12) the complete vision of its entry into the highest category of motorsport.
At the Brand Experience Center in Munich, the automaker revealed the R26 Concept, a prototype that anticipates the look, colors and aesthetic language of the brand’s first car in F1 – a milestone in the company’s new global identity.
“Entering Formula 1 is the next chapter in Audi’s renewal”, says CEO
For the CEO Gernot Döllnerarrival in F1 represents an ambitious and strategic statement.
“Entering the top of motorsport is the next chapter in the company’s renewal. Formula 1 will be a catalyst to make Audi more agile, faster and innovative”, he stated.
Döllner highlighted that the goal is clear and realistic: to win.
“We are not in Formula 1 just to participate. We want to compete for the world title by 2030. We know we will not become a top team overnight, but determination, time and the constant pursuit of progress will get us there.”
R26 Concept launches Audi’s new visual identity
The R26 Concept is the first full manifestation of the brand’s visual language that will be applied to both the F1 car and future production vehicles. The design combines minimalist surfaces, precise geometric cuts and a palette that includes titanium, carbon black and the new “Audi Red”.
Furthermore, Audi’s iconic rings are now also presented in red in materials related to the Formula 1 program, highlighting the new visual positioning.
According to Chief Creative Officer Massimo Frascella, 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 brand.”
Formula 1, technology and strategy: Audi’s new pillar
Audi sees F1 as an ideal global showcase to demonstrate its motto “Vorsprung durch Technik”. The category reaches more than 820 million fans and recorded 1.6 billion viewers in 2024, with teams valued at billion-dollar figures.
CFO Jürgen Rittersberger reinforces the financial and public potential:
“With Formula 1’s huge audience, we have the opportunity to attract new consumers, especially young people. The spending cap makes the project more sustainable and reinforces the economic potential of the initiative.”
The future team already has three major global partners: adidas, bp and the future master sponsor, Revolut.
Sauber acquired and reinforced technical direction
To enter F1, Audi fully acquired the Sauber Group at the beginning of the year, opening space for investments from Qatar’s sovereign wealth fund. Two experienced names lead the project: Mattia Binotto (ex-Ferrari) and Jonathan Wheatley (ex-Red Bull), who report directly to the CEO.
The pilot duo combines experience and youth: the German Nico Hulkenberg and the Brazilian Gabriel Bortoleto.
Heritage on the tracks and innovation as DNA
Audi has a winning history in several categories, from rallying to Le Mans prototypes, including hybrids, electric vehicles and even the Dakar Rally. Entry into F1 seeks to continue the legacy of innovation.
The new technical rules for 2026, focusing on electrification and sustainable fuels, create an ideal scenario for beginners, as all teams will have to adapt simultaneously.
German powertrain and accelerated development
Since 2022, Audi has been developing the hybrid package that will equip the 2026 car in Neuburg an der Donau:
- Engine V6 1.6 turbo
- ERS system with MGU-K and energy storage
- Electronic control unit
- Transmission integrated into the powertrain
The electric motor will have tripled power compared to the current concept, reaching a level similar to that of the combustion engine, which will be powered by sustainable e-fuels supplied by bp.
Two years after the start of the project, the complete powertrain has already been dynamically tested in racing simulation, and the first units destined for the track begin to be shipped in December.
Triple operation: Germany, Switzerland and the United Kingdom
The Hinwil factory in Switzerland will be responsible for building the chassis and operating track activities. The new technological office in Bicester, United Kingdom, guarantees direct access to the technical ecosystem of the so-called “Motorsport Valley”.
The aim is to deeply integrate engine and chassis, one of the advantages of a factory team.
Official debut and first championship
The team’s official presentation takes place in January 2026, followed by private testing in Barcelona. The first tests open to the public will be in Bahrain, between February 11th and 20th. Audi’s long-awaited debut in Formula 1 takes place at the Australian GP, between March 6 and 8, 2026.
Source and images: Audi MediaCenter. This content was created with the help of AI and reviewed by the editorial team.
