Munich: With just 115 days to go before its first Formula 1 race, Audi has unveiled the R26 Concept, offering a preview of the German manufacturer’s design identity for its entry into the pinnacle of motorsport. The concept was revealed at the Audi Brand Experience Centre in Munich.

“By entering the pinnacle of motorsport, Audi is making a clear, ambitious statement,” said Audi CEO Gernot Döllner. “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.”

Döllner added that Audi’s Formula 1 entry comes with a clear plan: “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.”

The Audi R26 Concept showcases the design language that will define the brand’s Formula 1 presence, featuring minimalist geometric surfaces and a colour palette of titanium, carbon black, and the newly introduced Audi red. The company will also use red rings selectively to mark its Formula 1 identity.

“We are implementing a unifying design language that draws together every aspect of our organisation,” said Audi Chief Creative Officer Massimo Frascella. “This makes the Formula 1 project a pioneer for the new brand identity, which will be rolled out in the future both for the F1 team and Audi as a whole.”

The Formula 1 programme is being positioned as a strategic flagship for the brand. “Formula 1 is more than just motorsport,” said 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.”

Audi has taken full ownership of the Sauber Group to establish its factory Formula 1 team. The project is being led by Mattia Binotto and Jonathan Wheatley, both reporting directly to Döllner. The driver lineup includes Nico Hülkenberg (Germany) and Gabriel Bortoleto (Brazil).

Audi’s power unit is being developed in Neuburg an der Donau — the only operational Formula 1 facility in Germany — with a focus on hybrid technology and sustainable fuels in partnership with bp.

The team’s first full public debut is scheduled for January 2026, followed by official testing in Barcelona and Bahrain. Audi’s much-anticipated Formula 1 debut will take place in Melbourne, Australia, from March 6–8, 2026.