On Wednesday evening Audi kicked off its 2026 entry with a launch occasion in Munich, showcasing an idea livery for its first-ever System 1 challenger.
This is what we realized from the occasion about Audi’s strategy and ambitions.
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1. Audi views F1 as long-term undertaking and needs to win titles by 2030, however thinks it may “compete” earlier than
There has by no means been any doubt that Audi sees its F1 undertaking by way of a long-term prism, and the had been communicated already. Nevertheless it was attention-grabbing to listen to Audi CEO Gernot Doellner set out his expectations for all the five-year interval main as much as what he hopes will likely be success.
“The following two years we will likely be ‘challengers’,” he mentioned. “We’ve got to enhance from the place we’re at present and have ambitions additionally for 2026 and 2027. These years are the ‘challenger years’ and from there we wish to develop into, from 2028 on, actual opponents after which from 2030 on to battle for the championship.”
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The marque’s long-term funding and big upfront value of getting into F1 additionally displays why it has been so vocal towards FIA president Mohammed Ben Sulayem’s thought to fast-track the following technology of laws, which was shortly shot down. “We made it clear that we’re completely proud of the laws we have now from 2026 on and that we’d like fairly some years of stability as a result of we will not change to essentially completely different laws inside a two-year interval,” defined Doellner.
“That’s economically not potential not just for us however for all the opposite groups. If there is a subsequent [set of] laws to be outlined, it needs to be additional sooner or later with a timing round 2029 or 2030 and never earlier than that.”
Audi F1 Group RS26 idea livery
Audi F1 Group RS26 idea livery
2. Audi sees twin chassis and energy unit problem as a should
Audi appears to grasp that success in F1 does not magically present itself in a single day, and it has a mountain of labor to do each on the facility unit aspect in Neuburg and on the chassis aspect at Sauber’s headquarters in Hinwil.
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Taking management of each side without delay is sort of a threat, taking up the may of F1 energy unit producers , and Honda from 12 months one. However in line with former Ferrari group principal and engine chief Mattia Binotto, who joined the Audi F1 undertaking as its CTO and COO, conserving each the chassis and engine growth in-house was a ‘should’ to achieve success.
“With a purpose to develop into profitable and a profitable group sooner or later – sure, it might add complexity – but it surely’s a requirement. Having the total management on each the chassis and the facility unit offers you a aggressive benefit, a technical benefit. And since for Audi, it is not solely about taking part, but it surely’s about profitable. It was like a given, I’d say. So, we settle for the complexity as a result of we have now a transparent ambition.”
3. Audi CEO Doellner has now purchased into F1 undertaking
Audi’s determination to affix F1 – first as an influence unit producer earlier than shopping for into – was a call that predates Doellner, taken by then-CEO Marcus Dussmann.
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That prompted questions on whether or not its incoming CEO was as eager on the costly expedition as his predecessor was. However Doellner says that F1 is “now completely my undertaking”, having been behind plans to fast-track its takeover of Sauber in 2024 as a result of he felt its unique plans weren’t slicing it.
“Once I took over the position as CEO of Audi two years in the past, we had a comparatively early undertaking evaluation of the System 1 undertaking as we had evaluations of each undertaking inside Audi after I stepped in,” Doellner mentioned. “We analysed that to develop into profitable in System 1 we wanted an much more bold undertaking arrange than the one I discovered.
“We determined to take over the Sauber group sooner than within the unique plans and to herald an exterior investor [Qatar’s sovereign wealth fund] to make the undertaking the best one to develop into profitable. With that call, we arrange our new administration group and now it is completely my undertaking.”
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Gernot Doellner, Audi CEO
Gernot Doellner, Audi CEO
4. Improved 2025 kind is making Audi transition simpler
A dismal and demoralising 2024 marketing campaign, by which Sauber solely managed to attain factors on the tail finish of the season, showcased simply how a lot work was forward to show Audi’s future manufacturing facility group right into a aggressive drive.
However the German model’s train has been made simpler by Sauber’s resurgence in latest months, with taking an extended overdue podium in Silverstone and the group genuinely difficult for factors on any given weekend. In response to group principal Jonathan Wheatley, that return to the thick of the motion in F1’s tight midfield has given Hinwil an actual spring in its step.
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“Audi’s funding and perception within the group is extraordinary and the group feels it,” mentioned the previous Pink Bull man. “Each single day we are able to really feel the progress we’re making and the group’s beginning to imagine in itself now. And that is so vital when it comes to constructing momentum and transferring ahead.
“It is a very thrilling office for the time being. And I believe if you would like a manifestation of that, the group virtually carried out the unimaginable in Brazil final weekend in constructing a brand-new automobile for Gabriel in an extremely quick time period. This group wouldn’t have been in a position to try this a 12 months in the past and that does not come from instruments or funding, that comes from spirit and from the group believing in itself.”
5. Audi’s design language is an enormous departure from Sauber
If Wednesday’s Munich launch made one factor crystal clear, it is that the brand new group will likely be … very Audi. The crisp, virtually mechanical design language of its 2026 idea livery – which featured a number of black and silver in addition to purple hues, contrasts starkly with the present Sauber group, together with its partnerships with streaming platform Kick, on-line playing firm Stake and its daring black and acid inexperienced livery.
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Audi will little question be stamping its new identification and design language on Sauber’s Hinwil headquarters as nicely, which can see big upgrades together with a brand new employees campus. Audi has additionally commissioned a brand new motorhome to interchange the earlier set up which served the squad since its BMW years. So, whereas nearly all of employees will stay the identical, together with 2026 drivers Hulkenberg and Bortoleto, the brand new squad could have a distinctly completely different feel and appear about it.
Jonathan Wheatley, Audi Group Principal and Mattia Binotto, Head of Audi F1 Challenge
Jonathan Wheatley, Audi Group Principal and Mattia Binotto, Head of Audi F1 Challenge
6. Audi can be taught as a lot from F1 as F1 can be taught from Audi
One accusation typically levelled at automobile producers getting into F1 is that they assume whichever strategies made them profitable within the automobile trade will translate one-to-one with F1, which is a vastly completely different enterprise. Doellner’s feedback counsel Audi will not fall into that entice, and that whereas Audi feels it may deliver a few of its methodologies to the group, it may additionally be taught loads from the pace at which an F1 squad operates. Doellner will in the meantime depart the operating of the group within the fingers of the Binotto-Wheatley tandem.
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“Undoubtedly, System 1 is completely completely different from sequence manufacturing automobile growth,” he acknowledged. “The System 1 undertaking will likely be dealt with by the System 1 administration group, Mattia and Jonathan. And it is our aim as company Audi to essentially shield the System 1 group in pace and of their set-up.
“In fact, Audi can assist with some strategies, applied sciences within the background. However we try this in a really structured course of. And then again, I’d say that company Audi can be taught loads relating to teamwork, group set-up and pace. And we try to steadiness that and to be taught on each side.”
However Audi would not have signed up if it hadn’t been for F1’s new 2026 engine guidelines and its push in the direction of sustainable fuels, so it’s anticipating to see a tech switch in these areas. “To me the spirit of F1, in terms of easy methods to develop a automobile and a number of points of the F1 automobile, is very related for the sequence manufacturing automobile, particularly the thought of getting laws that begin with effectivity and sustainability,” Doellner added. “Our know-how switch in fairly some areas may even be seen.”
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7. Domenicali look exhibits how a lot F1 values Audi
Alongside Doellner, Binotto and Wheatley, F1 CEO and president Stefano Domenicali additionally made an look in Munich, which exhibits simply how a lot F1 administration and its proprietor Liberty Media worth the German model’s addition to the paddock.
In Audi, F1 has discovered one other prepared accomplice to assist develop the championship, particularly within the all-important North American market. It was no coincidence Audi invited a number of specialised US media to its press junket, and the German big is understood to be holding conversations with numerous promoters over 2026 hospitality choices and different campaigns.
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“F1 must be related, and the truth that we obtain a brand new producer in our sport implies that the relevancy from the technical perspective is one level that has been achieved,” Domenicali mentioned. “In any other case, such an vital producer like Audi would not embrace this new journey.
“We wish to guarantee that the connection with Audi will keep so long as potential. I do not even wish to put form of an finish [date on it], it is simply beginning. So, I can take the chance to thank Gernot for the invitation, it means loads to me for a lot of causes. However actually, it’s the begin of a brand new period of System 1.”
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