Audi Enters Formula One

Mon 29th Aug 2022

German car brand Audi has announced that it will be entering the Formula One Championship in 2026, with the aim of promoting their brand to younger audiences and also showcasing synthetic fuels.

Audi hope that being involved in motorsport, the brand can promote sustainability, particularly as the sport will be focusing on electrification and advanced sustainable fuels over the coming years. F1 is also committed to being a carbon-neutral sport by 2030, and with cost caps for manufacturers being introduced next year, the sport will become more attractive to other motoring brands. Aston Martin and Porsche have already indicated that they too will be making an entrance into the sport.

“Motorsport is an integral part of Audi’s DNA,” says Markus Duesmann, Audi’s Chairman. “Formula 1 is both a global stage for our brand and a highly challenging development laboratory. The combination of high performance and competition is always a driver of innovation and technology transfer in our industry. With the new rules, now is the right time for us to get involved. After all, Formula 1 and Audi both pursue clear sustainability goals.”

With 1.5 billion global viewers, and a popularity in key markets such as China and the USA, Audi hope to reach wider audiences and will be keen to utilise these trends to position the brand as a competitive force in motorsport’s premier competition.

“In view of the major technological leaps that the series is making towards sustainability in 2026, we can speak of a new Formula 1,” said Oliver Hoffman, Technical Development lead at Audi. “Formula 1 is transforming, and Audi wants to actively support this journey. A close link between our Formula 1 project and AUDI AG’s Technical Development department will enable synergies.”