Audi have unveiled their new Formula 1 design ahead of their 2026 entry, with senior leadership presenting a unified message of ambition, culture change and long-term competitiveness.
The new concept marks the next step in the brand’s preparation for its debut season, with CEO Gernot Döllner, project chief Mattia Binotto, future team principal Jonathan Wheatley and Chief Creative Officer Massimo Frascella setting out their goals.
Döllner said the manufacturer’s entry formed part of a wider corporate transformation, noting that “our entry into Formula 1 is part of something bigger, it’s the next step in the company’s renewal, designed to strengthen our competitiveness on the global stage.”
He emphasized that success in Formula 1 demands “performance, precision and teamwork”, adding that this mindset would drive change within the entire company.
While acknowledging the emotional pull of the championship, Döllner underlined that Audi was entering with strategic clarity.
He said the cost cap ensured financial sustainability while F1’s global reach offered unmatched visibility, particularly across the US, Europe and China.
He then added that motorsport has been central to Audi’s identity for nearly a century, referencing the Auto Union Silver Arrows, touring cars, rallying and hybrid Le Mans victories.
“Audi has never entered just to compete, but instead with the aim of leading, innovating and being victorious,” he said.
Binotto outlines Audi’s competitive timeline and transformation goals
Binotto described the programme as “the most exciting project in motorsports, if not in all sports”, setting a clear target to fight for championships by 2030. He said the journey required time, the right people and a constant improvement mentality.
He highlighted the competitiveness of Formula 1, saying that becoming a champion was a process defined by progress and learning from mistakes.
Binotto stressed the collective nature of the effort, from engineers to mechanics and designers, and said the first fire-up of the new power unit would be a major milestone.
He added that Audi’s first Formula 1 car would take to the track early next year, calling it “the beginning of something special.”
Wheatley: Audi building a resilient, empowered and belief-driven F1 team
Future team principal Wheatley said the project centred on mindset and resilience, describing setbacks as inevitable but valuable.
“It is about your mindset, focus, resilience and confidence without complacency,” he said, adding that every challenge would strengthen the team.
He said a culture of belief was forming, powered by people willing to push boundaries, be courageous and improve daily.
Championship-winning teams, he said, “are not built on magic”, but on people who believe in each other and in the destination.
Wheatley added that Audi’s work extended beyond assembling a team, describing it as an effort to shape the future of Formula 1 and transform the Audi brand through talent and innovation.
Frascella focuses on brand identity, cultural influence and standout design
Frascella said Audi aimed to build a brand with deep emotional impact, appealing not only to fans of the sport but to a broader global community.
He said the brand’s new Formula 1 debut would introduce a unified design system centred on the four rings, calling them the foundation of the company’s identity.
He described the Audi R26 Concept as one of the first expressions of this approach, stating that Audi wanted “the most striking car on the grid” and “the most daring brand off the track”.
Frascella said the ambition extended beyond racing performance, aiming to create cultural impact that reached far beyond the paddock.
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