Audi showcased its R26 concept car and livery scheme as it readies itself for the F1 2026 start, with the aim of 2030 title fight amid other details.
In a brand launch type event in Germany, Audi presented its first look of how the 2026 F1 car will look like under the German manufacturer’s colour scheme. It presented R26 Concept Car in its Brand Experience Center in Munich to kick-start a public journey to the new season.
With work ongoing behind the scenes to ramp up production and development, work on marketing side has started as well to sell the brand’s big arrival in F1. There are no details per se about a track run thus far, especially to ascertain how the new power unit is coming up.
But they shared details of the R26 concept car from the livery aspect. It carries titanium, carbon black and Audi red, with the iconic seven rings to be painted red on the F1 machinery. The team is remaining realistic as well, with the goal of world championship fight not before 2030.
In the lead-up until now, Audi has already announced investment from Qatar Holding Group, adding other partners like Revolut (title), adidas and bp. The team will continue with the current Sauber line-up of Nico Hulkenberg and Gabriel Bortoleto, with Mattia Binotto and Jonathan Wheatley as leaders.
“By entering the pinnacle of motorsport, Audi is making a clear, ambitious statement,” said Audi CEO Gernot Dollner. “Our entry into Formula 1 is part of something bigger. It is the next chapter in the company’s renewal. Formula 1 will be a catalyst for the change towards a leaner, faster and more innovative Audi. Success demands performance, precision and teamwork. This mindset will drive a new performance culture across the entire company and a catalyst for change towards a leaner, faster, and more innovative Audi.
“Of course, Formula 1 is pure emotion. However, Audi is entering with a clear rationale behind it. The cost cap ensures financial sustainability, while the global reach of F1 offers unmatched brand visibility. This opens new opportunities to engage with additional target groups – particularly in our core markets: the US, Europe and China.
“Audi’s Formula 1 story is just beginning, but motorsport has always been part of who we are. From the Auto Union Silver Arrows of the 1930s to dominance in touring cars, rallying and hybrid triumphs at the Le Mans 24 Hours – whenever Audi entered a racing series, success followed. Audi has never entered just to compete, but instead with the aim of leading, innovating and being victorious.
“That’s exactly what we are striving for in Formula 1. We are not entering Formula 1 just to be there. We want to win. At the same time, we know that you don’t become a top team in Formula 1 overnight. It takes time, perseverance and tireless questioning of the status quo. By 2030, we want to fight for the World Championship title,” summed up Dollner.
Head of the project Binotto stated: “This is the most exciting project in motorsports, if not in all sports. The goal is clear: to fight for championships by 2030. That journey takes time, the right people and a mindset of continuous improvement. Formula 1 is one of the most competitive environments. Becoming a champion is a journey of progress. Mistakes will happen, but learning from them is what drives transformation.
“And it’s a team effort: engineers, mechanics, designers, partners — every contribution moves us forward. Soon, the first fire-up will mark another milestone. It’s not just machinery coming to life, but the passion and ambition of hundreds becoming reality. Early next year, Audi’s first F1 car will take to the track for the first time. That moment will be the beginning of something special.”
With team principal Wheatley noting: “This journey is not just about the destination but about engaging with the people who make every step possible. It is about your mindset, focus, resilience and confidence without complacency. We will face setbacks, but each one will be a learning experience that will lead to new strength. A culture of belief and resilience is taking shape – a team empowered to push boundaries, be courageous, learn, and improve every day.
“Championship-winning teams are not built on magic – they are built on people who believe: in each other, in the process, and in the destination. Our project is more than building a team. It is about shaping the future of F1 – with talent, visionary partners and the transformation of the Audi brand. We have a mindset that dares to redefine what a racing team can be.”
Audi Chief Creative Officer Massimo Frascella noted: “We want to shape a brand capable of making a deep emotional connection that forges new partnerships with like-minded brands and inspires a global community – one that not only consists of F1 fans, but also people who appreciate courage and sophistication. With our Formula 1 debut, we are introducing a unifying design system to bring together every aspect of our organization.
“At its core are our four rings. They are the foundation upon which the rest of our brand is built. The Audi R26 Concept is one of the first expressions of this new design system. We want to have the most striking car on the grid. We want to be the most daring brand off the track. And we want to create a cultural impact that goes beyond the grid.”
And Audi AG CEO Jurgen Rittersberger added: “Formula 1 is more than just motorsport. 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.”
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