Audi Unveils Design Concept for New Entry Into Formula 1 Racing

Just four months before its first race in Formula 1, Audi provided a preview of the company’s presence in the pinnacle of motorsport at its Brand Experience Center in Munich. Just like in future production models, Audi will bring uncompromising clarity to the racetrack and beyond, officials noted at the unveiling.

“By entering the pinnacle of motorsport, Audi is making a clear, ambitious statement,” said Gernot Döllner, Audi CEO. “It is the next chapter in the company’s renewal. Formula 1 will be a catalyst for the change toward a leaner, faster and more innovative Audi.”

According to Döllner, Audi is joining the racing series with an ambitious-yet-realistic roadmap: “We are not entering Formula 1 just to be there. We want to win. At the same time, we know that you don’t become a top team in Formula 1 overnight. It takes time, perseverance and tireless questioning of the status quo. By 2030, we want to fight for the World Championship title.”

AUDI’S NEW BRAND IDENTITY

The Audi R26 Concept provides a preview of the color scheme and design of the brand’s first Formula 1 race car, which will be unveiled in January 2026. The visual identity is based on the recently introduced design philosophy and its four design principles—clear, technical, intelligent and emotional.

“We are implementing a unifying design language that draws together every aspect of our organization,” says Massimo Frascella, Audi chief creative officer. “This makes the Formula 1 project a pioneer for the new brand identity, which will be rolled out in the future both for the F1 team and Audi as a whole.”

Minimalist graphic surfaces, defined by precise geometric cuts, integrate seamlessly with the racing car’s geometry. The color palette features titanium, carbon black and the newly introduced Audi Red. As part of this identity, Audi will also sport red rings, used selectively to underscore its Formula 1 presence.

The Formula 1 project is a strategic flagship for Audi, reflecting the technological, cultural and entrepreneurial reinvention of the brand, according to officials. It is intended to inspire customers and employees alike. Development and racing take place within an economically attractive framework—a cost cap applicable to all teams ensures a clearly defined budget and conditions, while the global reach of Formula 1 offers strong brand exposure and sponsorship opportunities.

To enter Formula 1, Audi acquired the Sauber Group in Switzerland in its entirety at the beginning of 2025, thereby creating the conditions to bring Qatar’s sovereign wealth fund on board as an investor. At the helm of the Audi F1 Project are two experienced Formula 1 managers: former Ferrari Team Principal Mattia Binotto and Jonathan Wheatley (formerly Red Bull), who report directly to Döllner.

In terms of drivers, the company is relying on a combination of experience and youthful energy with seasoned racing driver Nico Hülkenberg (Germany) and young talent Gabriel Bortoleto (Brazil).

“Formula 1 is more than just motorsport,” says Jürgen Rittersberger, CFO of Audi AG, “It’s entertainment, emotion, technology and also a challenge. But it is precisely this combination that takes us where we want to go—inspiring new customer groups for Audi. With the enormous reach of Formula 1, we have the opportunity to attract new customers for our brand—especially in the younger target group, where Formula 1 is experiencing rapid growth. Thanks to the cost cap, Formula 1 is also more financially sustainable than ever before. When we look at the development of sponsorship opportunities, team evaluations and the overall revenue potential in Formula 1, one thing becomes clear—this path makes perfect sense for Audi.”

FIRST RACE IN FORMULA 1

The future Audi F1 team will make its full public debut at the official team launch in January. Shortly thereafter, the first official test drives with the new-generation Formula 1 cars will take place in Barcelona, Spain, behind closed doors.

At February sessions in Bahrain, the Audi factory team will test in Formula 1 in front of the public for the first time, before the brand’s debut at the season-opening race, March 6-8 in Melbourne, Australia.