With just 115 days remaining before its debut race, Audi has offered the world an exclusive look at its forthcoming Formula 1 project during a special event at the Audi Brand Experience Centre in Munich. The German manufacturer’s entrance into the pinnacle of motorsport marks not just a new racing venture but a defining moment in the brand’s transformation towards innovation, precision, and performance.
A Clear and Ambitious Step Forward
“By entering the pinnacle of motorsport, Audi is making a clear, ambitious statement,” says Gernot Döllner, CEO of Audi. “It represents the next chapter in our company’s renewal. Formula 1 will serve as a catalyst for our evolution — driving us to become leaner, faster, and more innovative.”
Döllner emphasised that Audi’s Formula 1 journey is guided by an ambitious yet realistic roadmap:
“We are not entering Formula 1 just to participate — we are entering to win. Of course, building a top team in Formula 1 takes time, consistency, and the courage to challenge conventions. By 2030, our goal is to compete for the World Championship title.”
The Formula 1 Team as the Face of a New Brand Identity
Audi’s Formula 1 entry also sets the stage for the company’s new global design philosophy, starting with the striking Audi R26 Concept — a preview of the colour scheme and design of its first Formula 1 race car, to be officially revealed in January.
The R26 Concept embodies Audi’s fresh design language, which revolves around four core principles: clarity, technical precision, intelligence, and emotion.
“Audi’s Formula 1 project acts as a pioneer for our unified brand identity,” explains Massimo Frascella, Audi’s Chief Creative Officer. “This philosophy will extend across every area of our organisation, from production models to motorsport.”
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A Design Language Born from Precision and Passion
The Audi R26 Concept demonstrates a new era of minimalist sophistication. Its clean geometric lines, precise surfaces, and technical detailing reflect the brand’s engineering DNA. The colour palette — titanium, carbon black, and a newly introduced Audi red — combines performance with visual strength.
In a striking evolution of the brand’s emblem, Audi will also introduce red rings, used selectively in Formula 1 and special branding initiatives to symbolise power, speed, and passion.
A New Era for Audi Motorsports
Audi’s Formula 1 project represents far more than a racing commitment. It is a statement of intent — merging cutting-edge technology, German engineering excellence, and an unrelenting pursuit of victory. As Audi prepares to take its place on the starting grid, the brand signals a future defined by innovation, performance, and unmistakable design.
