Ingolstadt/Munich, November 12, 2025 – With just 115 days to go until its first race in Formula 1, Audi has unveiled a bold preview of its F1 identity at the Brand Experience Center in Munich. The Audi R26 Concept showcases the brand’s unmistakable design philosophy, bringing uncompromising clarity both on and off the racetrack.
“By entering the pinnacle of motorsport, Audi is making a clear, ambitious statement,” says Audi CEO Gernot Döllner. “It is the next chapter in the company’s renewal. Formula 1 will be a catalyst for change, making Audi leaner, faster, and more innovative. Our goal is not just to compete, but to win. While we understand that success in Formula 1 requires time, perseverance, and constant questioning of the status quo, by 2030 we aim to fight for the World Championship title.”
A New Visual Identity on the Global Stage
The Audi R26 Concept previews the visual language of the brand’s first Formula 1 car, which will be officially unveiled in January 2026. Reflecting Audi’s design philosophy of being clear, technical, intelligent, and emotional, the car features minimalist geometric surfaces, seamlessly integrated with its aerodynamic lines. The signature color palette—titanium, carbon black, and Audi red—will also include selective red rings to underscore the brand’s F1 presence.
“A unifying design language draws together every aspect of our organization,” explains Audi Chief Creative Officer Massimo Frascella. “Formula 1 is the perfect stage to pioneer this identity, which will ultimately be applied across the brand.”
Formula 1: A Platform for Innovation and Growth
Audi’s entry into Formula 1 represents more than motorsport—it is a strategic flagship for technological and cultural reinvention. The series offers exposure to a global audience of over 820 million fans, with 2024 seeing 1.6 billion TV viewers. With regulations such as the cost cap ensuring financial sustainability, Audi sees F1 as both an innovation lab and a vehicle to attract new customers, particularly younger demographics.
“Formula 1 is entertainment, emotion, and technology,” says Audi CFO Jürgen Rittersberger. “It’s the perfect platform to inspire new customer groups while remaining financially responsible. The global reach, sponsorship opportunities, and revenue potential make this a logical and strategic path for Audi.”
From Motorsport Heritage to Formula 1 Newcomer
Motorsport has long been part of Audi’s DNA, from quattro all-wheel-drive dominance in rallying to hybrid and electric success at Le Mans and Formula E. Now, Audi brings this pioneering spirit to F1, leveraging the sport as a development laboratory for electric mobility, sustainable fuels, and cutting-edge materials.
Audi acquired the Sauber Group earlier this year, paving the way for investment from Qatar’s sovereign wealth fund. At the helm of the F1 project are former Ferrari Team Principal Mattia Binotto and ex-Red Bull manager Jonathan Wheatley. The driver lineup combines experience and youth with Nico Hülkenberg of Germany and rising Brazilian talent Gabriel Bortoleto.
Powertrain ‘Made in Germany’
Since 2022, Audi has been developing its V6 hybrid power unit in Neuburg an der Donau. Featuring a 1.6-litre turbocharged engine, advanced energy recovery systems, and a tripled-output electric motor, the powertrain is designed to meet new F1 regulations and enhance road-car relevance. The first units will be shipped in December for on-track integration at Audi’s F1 factory in Hinwil, Switzerland, supported by a technology office in Bicester, UK.
The Road to Melbourne
Audi’s F1 debut will officially kick off with a team launch in January 2026, followed by closed-door tests in Barcelona. Public testing begins in Bahrain in February, leading to the eagerly anticipated race weekend in Melbourne, Australia, from 6–8 March.
The R26 Concept is more than a car—it is a statement of intent. With a bold new design, a sustainable and innovative technical approach, and a strategy rooted in long-term success, Audi is ready to redefine what it means to compete at the pinnacle of motorsport.
More information about the Audi R26 Concept and the brand’s Formula 1 program is available in the Audi MediaCenter.
