“We’re not going into Formula 1 just to be there,” emphasizes Audi boss Gernot Döllner confidently. 115 days before its first race in the premier class, the brand with the four rings unveiled the eagerly awaited Formula 1 design from the 2026 season on Wednesday evening in Munich.
Already in 2022, when the takeover of the Sauber team was officially confirmed, Audi had published a design study for Formula 1. Three years later, however, a car has now been shown under the name “Audi R26 Concept” that looks completely different.
“Audi’s future design philosophy is characterized by consistent clarity,” the team said in a press release. And further: “The Audi F1 project will become a pioneer for the new brand identity, which will be rolled out in the future both in the F1 team and at Audi as a whole.”
What is particularly striking in the top and side views of the car is the clear separation of the dominant colors. The front part of the car is finished in a color that Audi calls “titanium.” It is intended to convey “a warm elegance” and play “an important role in the brand’s future color scheme.”
The rear of the car, on the other hand, comes in carbon black and “the newly introduced Audi red”. “The visual identity of the future Audi F1 team is based on the recently presented design philosophy and its four design principles: clear, technical, intelligent and emotional,” it says.
The “new visual identity”, as Audi itself describes it, which was presented on Wednesday, should be reflected not only on the car from 2026, but also on the team clothing, in the motor home, in the garage and throughout the entire Formula 1 appearance of the Ingolstadt-based company.
Although Audi has already confirmed three major brands as partners with supplier Adidas, the mineral oil company bp and title sponsor Revolut, there are no sponsor stickers on the design now shown. You won’t see these until January 2026, when the real car is unveiled.
Audi confirms goal: “Fight for championships from 2030”
On Wednesday, more than just the design of the future Formula 1 car was discussed. Audi also reiterated its goal of wanting to fight for the world title in the premier class as early as 2030.
“We want to win,” explains CEO Döllner and emphasizes: “At the same time, we know: You don’t become a top team in Formula 1 overnight. It takes time, perseverance and tireless questioning of the status quo.” Nevertheless: “From 2030 we want to fight for the world championship title.”
Audi’s Formula 1 boss Mattia Binotto describes the new Audi works team as “the most exciting project in motorsport, if not in the entire sports sector.” The former Ferrari team boss also confirms: “The goal is clear: to fight for championships from 2030.”
“This path requires time, the right people and a mentality of continuous improvement,” says Binotto, who says they are pursuing “a three-stage approach”: “We start as a challenger with the aim of growing, develop into a competitor by challenging the status quo and achieve initial successes, and finally want to win titles.”
Three races before the end of the 2025 Formula 1 season, the Sauber team, which will become Audi next year, is in ninth and penultimate place in the World Championship. Nico Hülkenberg achieved a podium finish for the team from Hinwil at Silverstone this year, but there is still a long way to go to the top.
Audi commitment: Formula 1 makes “economic sense” too
Audi also used the event in Munich to once again make a clear commitment to Formula 1. “Of course Formula 1 is pure emotion. But for Audi there are clear rational reasons behind joining,” emphasizes Audi boss Döllner.
The media has been talking about austerity measures at the Audi Group for months. How does this fit in with the Formula 1 project? “The cost cap guarantees financial sustainability,” assures Döllner and explains: “At the same time, the global reach of Formula 1 offers our brand unparalleled visibility.”
“This makes it possible to address additional target groups – especially in our key markets of the USA, Europe and China,” says Döllner, who also emphasizes: “Formula 1 will be a catalyst for the change towards a slimmer, faster and more innovative Audi.”
Audi CFO Jürgen Rittersberger confirms: “With the enormous reach of Formula 1, we have the opportunity to win new customers for our brand – especially in the younger target group, because Formula 1 is experiencing rapid growth there.”
“Thanks to the cost cap, Formula 1 is now more financially predictable than ever. If we look at the development of sponsorship opportunities, team ratings and the overall sales potential in Formula 1, one thing becomes clear: This path makes absolute sense for Audi – also economically,” said Rittersberger.