Seven issues we discovered from Audi’s huge F1 2026 reveal

On Wednesday evening Audi kicked off its 2026 entry with a launch occasion in Munich, showcasing an idea livery for its first-ever Formulation 1 challenger.

Here is what we discovered from the occasion about Audi's method and ambitions.

1. Audi views F1 as long-term challenge and desires to win titles by 2030, however thinks it could actually “compete” earlier than

There has by no means been any doubt that Audi sees its F1 challenge via a long-term prism, and the producer's ambition to battle for the world championship by 2030 had been communicated already. However it was fascinating to listen to Audi CEO Gernot Doellner set out his expectations for your complete five-year interval main as much as what he hopes might be success.

“The following two years we might be ‘challengers',” he stated. “We've to enhance from the place we're at this time and have ambitions additionally for 2026 and 2027. These years are the ‘challenger years' and from there we need to develop into, from 2028 on, actual opponents after which from 2030 on to battle for the championship.”

The marque's long-term funding and large upfront price of coming 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 shortly shot down. “We made it clear that we're completely proud of the laws we've from 2026 on and that we'd like fairly some years of stability as a result of we won't change to basically totally 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 must be additional sooner or later with a timing round 2029 or 2030 and never earlier than that.”

2. Audi sees twin chassis and energy unit problem as a should

Audi appears to know that success in F1 would 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 either side without delay is sort of a danger, taking up the would possibly of F1 energy unit producers Mercedes, Ferrari and Honda from 12 months one. However in response to former Ferrari group principal and engine chief Mattia Binotto, who joined the Audi F1 challenge as its CTO and COO, retaining each the chassis and engine improvement in-house was a ‘should' to achieve success.

“In an effort to develop into profitable and a profitable group sooner or later – sure, it might add complexity – however it's a requirement. Having the complete management on each the chassis and the facility unit provides you a aggressive benefit, a technical benefit. And since for Audi, it isn't solely about collaborating, however it's about profitable. It was like a given, I might say. So, we settle for the complexity as a result of we've a transparent ambition.”

3. Audi CEO Doellner has now purchased into F1 challenge

Audi's choice to affix 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 challenge”, 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.

“After I took over the function as CEO of Audi two years in the past, we had a comparatively early challenge overview of the Formulation 1 challenge as we had evaluations of each challenge inside Audi after I stepped in,” Doellner stated. “We analysed that to develop into profitable in Formulation 1 we would have liked an much more formidable challenge arrange than the one I discovered.

“We determined to take over the Sauber group sooner than within the authentic plans and to herald an exterior investor [Qatar's sovereign wealth fund] to make the challenge the correct one to develop into profitable. With that call, we arrange our new administration group and now it is completely my challenge.”

4. Improved 2025 kind is making Audi transition simpler

A dismal and demoralising 2024 marketing campaign, during 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 pressure.

However the German model's train has been made simpler by Sauber's resurgence in current months, with Nico Hulkenberg taking an extended overdue podium in Silverstone and the group genuinely difficult for factors on any given weekend. Based on 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.

“Audi's funding and perception within the group is extraordinary and the group feels it,” stated the previous Purple 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 necessary when it comes to constructing momentum and shifting ahead.

“It is a very thrilling office in the meanwhile. And I believe if you need a manifestation of that, the group nearly carried out the unbelievable 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 do 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 might be… very Audi. The crisp, nearly mechanical design language of its 2026 idea livery – which featured a whole lot of black and silver in addition to pink 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.

Audi will little doubt be stamping its new id and design language on Sauber's Hinwil headquarters as nicely, which can see large upgrades together with a brand new workers campus. Audi has additionally commissioned a brand new motorhome to switch the earlier set up which served the squad since its BMW years. So, whereas the vast majority of workers will stay the identical, together with 2026 drivers Hulkenberg and Bortoleto, the brand new squad may have a distinctly totally different appear and feel about it.

6. Audi can be taught as a lot from F1 as F1 can be taught from Audi

One accusation usually levelled at automobile producers coming into F1 is that they assume whichever strategies made them profitable within the automobile business will translate one-to-one with F1, which is a vastly totally different enterprise. Doellner's feedback counsel Audi will not fall into that entice, and that whereas Audi feels it could actually convey a few of its methodologies to the group, it could actually additionally be taught loads from the pace at which an F1 squad operates. Doellner will in the meantime depart the working of the group within the fingers of the Binotto-Wheatley tandem.

“Undoubtedly, Formulation 1 is completely totally different from collection manufacturing automobile improvement,” he acknowledged. “The Formulation 1 challenge might be dealt with by the Formulation 1 administration group, Mattia and Jonathan. And it is our objective as company Audi to essentially shield the Formulation 1 group in pace and of their set-up.

“After all, 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 relating to teamwork, group set-up and pace. And we try to steadiness that and to be taught on either 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, with regards to how one can develop a automobile and a whole lot of elements of the F1 automobile, is very related for the collection manufacturing automobile, particularly the concept of getting laws that begin with effectivity and sustainability,” Doellner added. “Our know-how switch in fairly some areas can 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 keen associate 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 thought to be holding conversations with varied 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 stated. “In any other case, such an necessary producer like Audi would not embrace this new journey.

“We need to be sure that the connection with Audi will keep so long as potential. I do not even need 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 Formulation 1.”

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