On Wednesday evening Audi kicked off its 2026 entry with a launch occasion in Munich, showcasing an idea livery for its first-ever Method 1 challenger.
This is what we realized from the occasion about Audi’s method and ambitions.
1. Audi views F1 as long-term undertaking and desires to win titles by 2030, however thinks it may possibly “compete” earlier than
There has by no means been any doubt that Audi sees its F1 undertaking via a long-term prism, and the producer’s ambition to combat for the world championship by 2030 had been communicated already. However it was attention-grabbing to listen to Audi CEO Gernot Doellner set out his expectations for your entire five-year interval main as much as what he hopes can be success.
“The subsequent two years we can be ‘challengers’,” he mentioned. “We’ve to enhance from the place we’re at the moment and have ambitions additionally for 2026 and 2027. These years are the ‘challenger years’ and from there we wish to turn into, from 2028 on, actual rivals after which from 2030 on to combat for the championship.”
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 subsequent technology of laws, which was rapidly shot down. “We made it clear that we’re completely proud of the laws now we have from 2026 on and that we want fairly some years of stability as a result of we will not change to basically completely different laws inside a two-year interval,” defined Doellner.
“That’s economically not attainable 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
Picture by: Audi Sport
2. Audi sees twin chassis and energy unit problem as a should
Audi appears to know 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 facet in Neuburg and on the chassis facet at Sauber’s headquarters in Hinwil.
Taking management of each side directly is kind of a threat, taking up the would possibly of F1 energy unit producers Mercedes, Ferrari and Honda from 12 months one. However in line with former Ferrari staff principal and engine chief Mattia Binotto, who joined the Audi F1 undertaking as its CTO and COO, retaining each the chassis and engine growth in-house was a ‘should’ to achieve success.
“With a purpose to turn into profitable and a successful staff 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 provides you a aggressive benefit, a technical benefit. And since for Audi, it is not solely about collaborating, but it surely’s about successful. It was like a given, I might say. So, we settle for the complexity as a result of now we have a transparent ambition.”
3. Audi CEO Doellner has now purchased into F1 undertaking
Audi’s choice to hitch F1 – first as an influence unit producer earlier than shopping for into Sauber – was a call that predates Doellner, taken by then-CEO Marcus Dussmann.
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 authentic plans weren’t slicing it.
“Once I took over the function as CEO of Audi two years in the past, we had a comparatively early undertaking overview of the Method 1 undertaking as we had opinions of each undertaking inside Audi after I stepped in,” Doellner mentioned. “We analysed that to turn into profitable in Method 1 we would have liked an much more bold undertaking arrange than the one I discovered.
“We determined to take over the Sauber staff sooner than within the authentic plans and to herald an exterior investor [Qatar’s sovereign wealth fund] to make the undertaking the fitting one to turn into profitable. With that call, we arrange our new administration staff and now it is completely my undertaking.”
Gernot Doellner, Audi CEO
Picture by: Audi Sport
4. Improved 2025 type is making Audi transition simpler
A dismal and demoralising 2024 marketing campaign, wherein 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 unit staff right into a aggressive drive.
However the German model’s train has been made simpler by Sauber’s resurgence in latest months, with Nico Hulkenberg taking a protracted overdue podium in Silverstone and the staff genuinely difficult for factors on any given weekend. Based on staff 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.
“Audi’s funding and perception within the staff is extraordinary and the staff feels it,” mentioned the previous Purple Bull man. “Each single day we are able to really feel the progress we’re making and the staff’s beginning to imagine in itself now. And that is so vital by way of constructing momentum and transferring ahead.
“It is a very thrilling office in the meanwhile. And I believe if you would like a manifestation of that, the staff nearly carried out the unbelievable in Brazil final weekend in constructing a brand-new automotive for Gabriel in an extremely brief time frame. This staff wouldn’t have been in a position to do this a 12 months in the past and that does not come from instruments or funding, that comes from spirit and from the staff 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 staff can be … very Audi. The crisp, nearly mechanical design language of its 2026 idea livery – which featured numerous black and silver in addition to pink hues, contrasts starkly with the present Sauber staff, together with its partnerships with streaming platform Kick, on-line playing firm Stake and its daring black and acid inexperienced livery.
Audi will little question be stamping its new id 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 the vast majority 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 Mission
Picture by: Audi Sport
6. Audi can be taught as a lot from F1 as F1 can be taught from Audi
One accusation usually levelled at automotive producers getting into F1 is that they assume whichever strategies made them profitable within the automotive 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 lure, and that whereas Audi feels it may possibly deliver a few of its methodologies to the staff, it may possibly additionally be taught loads from the velocity at which an F1 squad operates. Doellner will in the meantime go away the working of the staff within the palms of the Binotto-Wheatley tandem.
“Positively, Method 1 is completely completely different from sequence manufacturing automotive growth,” he acknowledged. “The Method 1 undertaking can be dealt with by the Method 1 administration staff, Mattia and Jonathan. And it is our purpose as company Audi to actually defend the Method 1 staff in velocity and of their set-up.
“In fact, Audi may help with some strategies, applied sciences within the background. However we try this in a really structured course of. And alternatively, I might say that company Audi can be taught loads concerning teamwork, staff set-up and velocity. 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 direction of sustainable fuels, so it’s anticipating to see a tech switch in these areas. “To me the spirit of F1, in the case of how one can develop a automotive and numerous features of the F1 automotive, is very related for the sequence manufacturing automotive, particularly the concept of getting laws that begin with effectivity and sustainability,” Doellner added. “Our expertise switch in fairly some areas will even be seen.”
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 large is understood to be holding conversations with numerous promoters over 2026 hospitality choices and different campaigns.
“F1 must be related, and the truth that we obtain a brand new producer in our sport signifies 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 ensure that the connection with Audi will keep so long as attainable. I do not even wish to put type 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 Method 1.”
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