Audi Reveals Its Formula 1 Vision Ahead Of 2026 Debut

Audi has offered its clearest look yet at what the brand will bring to Formula 1, previewing its future presence at the Brand Experience Center in Munich—115 days before its first official race. The message from leadership is unmistakable: Audi isn’t entering F1 to simply take part; it’s aiming high, targeting World Championship contention within the next decade.

CEO Gernot Döllner describes the move as a major milestone in Audi’s renewal. “Formula 1 will be a catalyst for change towards a leaner, faster and more innovative Audi,” he said, adding that while winning won’t be immediate, the brand is committed to a long-term, competitive roadmap.

The R26 Concept Leads

The Audi R26 Concept gives the first glimpse of the brand’s F1 design language. Built around Audi’s updated visual identity, the concept features minimalist geometric lines, a titanium and carbon-black palette, and the debut of the new Audi red accents—along with selectively used red rings.

Chief Creative Officer Massimo Frascella said the F1 project plays a key role in unifying Audi’s design approach across the entire brand. With the F1 team adopting this design first, it sets the visual tone for what’s to come in Audi’s broader line-up.

A Strategic Flagship for the Brand

Audi sees Formula 1 as more than racing. The global scale with over 820 million fans and billions in team valuations offers huge brand exposure and commercial potential. With partners already signed, including adidas, bp and Revolut as the title sponsor, Audi is entering with strong backing.

To prepare, Audi fully acquired the Sauber Group, bringing the Swiss outfit completely under its umbrella. Former Ferrari boss Mattia Binotto and ex-Red Bull figure Jonathan Wheatley now lead the project. On track, the driver line-up blends experience and youth with Nico Hülkenberg and Brazilian rising star Gabriel Bortoleto.

Technology Driven

Audi’s F1 power unit has been in development since 2022 at its Neuburg facility—currently Germany’s only active F1 team base. The 2026 regulations shift heavily towards electrification, and Audi’s powertrain features a new 1.6-litre V6 hybrid with triple the electric output and sustainable fuel supplied through its collaboration with bp.

The full powertrain has already run in dynamic simulations, well ahead of the first permitted on-track tests in early 2026. Meanwhile, car production and race operations will take place in Hinwil, with added UK-based expertise via a new technology office in Bicester.

Spotlight On March 2026

Audi’s full F1 team launch arrives in January 2026, followed by testing in Barcelona and Bahrain. The long-awaited racing debut will take place in Melbourne from 6 to 8 March.

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