Audi provided the first preview of its design and visual identity for its entry into Formula 1 at its Brand Experience Center in Munich. The reveal comes 115 days before the brand’s debut race, signaling the next chapter in the company’s strategic renewal.
The R26 Concept: Pioneer for a New Brand Identity
The Audi R26 Concept serves as a clear statement, previewing the color scheme and design of the brand’s first Formula 1 race car, set to be fully unveiled in January 2026.
- Design Philosophy: The visual identity is based on the new design philosophy, characterized by four principles: clear, technical, intelligent, and emotional.
- Visual Elements: The design features minimalist graphic surfaces defined by precise geometric cuts. The color palette incorporates titanium, carbon black, and the newly introduced Audi red.
- Brand Alignment: The Formula 1 project is positioned as a pioneer for Audi’s new brand identity, which will be rolled out across the F1 team and Audi as a whole.
Ambitious Targets and Strategic Rationale
Audi CEO Gernot Döllner confirmed that the brand is entering the pinnacle of motorsport with long-term goals:
- Vision: “We want to win”.
- Target: Audi aims to fight for the World Championship title by 2030.
- Corporate Catalyst: The F1 entry is seen as a “catalyst for the change towards a leaner, faster and more innovative Audi”.
- Economic Sense: The F1 project is financially sustainable due to the cost cap and offers enormous global reach, making the entry economically sound.
The Journey to the Grid
Audi’s involvement is timed perfectly with the far-reaching changes to the technical regulations coming in 2026, which feature a new hybrid concept and sustainable fuels.
- Power Unit: The power unit is being developed in Neuburg an der Donau, Germany—the only F1 operational location in Germany. The output of the electric motor has been tripled to be comparable with the combustion engine.
- Team and Operations: Audi acquired the Sauber Group in Switzerland to create the chassis and manage race operations in Hinwil. The team is led by former Ferrari Team Principal Mattia Binotto and Jonathan Wheatley.
- Drivers: The team relies on a mix of experience and youth with Nico Hülkenberg (Germany) and young talent Gabriel Bortoleto (Brazil).
Key Milestones
| Event | Date / Timing | Location |
| First Power Units Completed | December 2025 | Neuburg an der Donau |
| Official Team Launch | January 2026 | N/A |
| First Official Test Drives | End of January 2026 | Barcelona, Spain |
| First Public Test Drives | February 11–13 & 18–20, 2026 | Bahrain |
| Eagerly Awaited Debut Race | March 6–8, 2026 | Melbourne, Australia |
Frequently Asked Questions (FAQs)
What is the new F1 design concept unveiled by Audi?
The design concept is the Audi R26 Concept, which previews the brand’s color scheme (titanium, carbon black, and red) and design identity.
When will Audi’s first Formula 1 race be?
Audi’s eagerly awaited debut race will take place in Melbourne, Australia, from March 6 to 8, 2026.
What is Audi’s long-term goal for the Formula 1 World Championship?
Audi aims to fight for the Formula 1 World Championship title by 2030.
What two experienced managers are leading the Audi F1 Project?
The Audi F1 Project is led by former Ferrari Team Principal Mattia Binotto and Jonathan Wheatley.
Where is the Audi Formula 1 power unit being developed?
The power unit, or hybrid drive system, is being developed in Neuburg an der Donau, Germany.
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