F1 as a global stage to demonstrate “Vorsprung durch Technik”
The Formula 1 project is a strategic flagship for Audi, reflecting the technological, cultural and entrepreneurial realignment of the brand. It is intended to inspire customers and employees alike. Development and racing take place within an economically attractive framework: a cost cap applicable to all teams ensures a clearly defined budget and conditions, while the global reach of Formula 1 offers strong brand exposure and sponsorship opportunities.
Formula 1 has been a globally established sports platform for decades and, with more than 820 million fans, is the world’s most popular sports series. In 2024, around 1.6 billion TV viewers watched the races. The financial valuations of Formula 1 teams are in the billions. The future Audi F1 team already has three global corporations as partners – adidas, bp and future title partner Revolut – and there is great interest in supporting Audi in Formula 1.
To enter Formula 1, Audi acquired the Sauber Group in Switzerland in its entirety at the beginning of this year, thereby creating the conditions to bring Qatar’s sovereign wealth fund on board as an investor. At the helm of the Audi F1 Project are two experienced Formula 1 managers, former Ferrari Team Principal Mattia Binotto and Jonathan Wheatley, who report directly to Audi CEO Gernot Döllner. In terms of drivers, the company is relying on a combination of experience and youthful energy with seasoned racing driver Nico Hülkenberg (Germany) and young talent Gabriel Bortoleto (Brazil).
“Formula 1 is more than just motorsport,” says Jürgen Rittersberger, CFO of AUDI AG. “It’s entertainment, emotion, technology – and also a challenge. But it is precisely this combination that takes us where we want to go: inspiring new customer groups for Audi. With the enormous reach of Formula 1, we have the opportunity to attract new customers for our brand – especially in the younger target group, where Formula 1 is experiencing rapid growth. Thanks to the cost cap, Formula 1 is also more financially sustainable than ever before. When we look at the development of sponsorship opportunities, team evaluations, and the overall revenue potential in Formula 1, one thing becomes clear: This path makes perfect sense for Audi – also economically.”
From motorsport heritage to Formula 1 newcomer
Motorsport is part of the Audi DNA and has always been a driving force for technological progress and innovation. From the first mid-engine Grand Prix car to quattro all-wheel drive in rallying, to diesel, hybrid and electric powertrains at Le Mans, in Formula E and at the Dakar Rally, Audi has led every motorsport project to success with determination, courage, perseverance and team spirit, always pioneering new ground. The Formula 1 involvement of Audi is intended to build on this.
The pinnacle of motorsport is considered the toughest test laboratory in the world. The short development cycles, minimal chain of command and quick decisions are intended to serve as a model for the entire company. At the same time, Audi is close to the latest technological developments and materials. Thanks to open competition, Formula 1 serves as a technology driver for both electric mobility and sustainable e-fuels – both topics that are also highly relevant for production models. In these two areas, the regulations offer great freedom and scope for innovation.
Far-reaching changes to the technical regulations of Formula 1 from 2026 onwards present an ideal opportunity for Audi, as a newcomer, to enter the pinnacle of motorsport. All competitors will have to familiarize themselves with new regulations and technologies at the same time, both in terms of the chassis and the drivetrain.
