Audi Previews Its Formula 1 Future in Munich

At its Brand Experience Center in Munich, Audi offered an exciting glimpse into its upcoming Formula 1 debut, reaffirming its commitment to innovation, performance, and a bold new era for the brand. True to its evolving design philosophy, Audi aims to bring uncompromising clarity and precision not only to the road but also to the racetrack.

A Clear and Ambitious Vision​

“By entering the pinnacle of motorsport, Audi is making a clear and ambitious statement,” said Gernot Döllner, CEO of AUDI AG. “This marks the next chapter in our transformation. Formula 1 will be a catalyst for change, making Audi leaner, faster, and more innovative.”

Döllner emphasized that Audi’s Formula 1 project is guided by a focused, long-term vision:

“We are not joining Formula 1 simply to participate — we are here to compete for victories. Success won’t come overnight; it demands time, persistence, and constant evolution. Our goal is clear: by 2030, Audi aims to fight for the World Championship title.”

Design Leadership at the Heart of the Team​

The Formula 1 program will play a leading role in shaping Audi’s new brand identity, both on and off the track. The Audi R26 Concept, unveiled in Munich, offers a preview of the color scheme and design language that will define Audi’s first Formula 1 car, set for its official reveal in January.

This new visual direction reflects Audi’s four key design principles—clarity, technical precision, intelligence, and emotion—which are also central to the company’s new design philosophy.

“We are creating a unified design language that connects every part of our organization,” explained Massimo Frascella, Audi’s Chief Creative Officer. “Formula 1 will act as the pioneer of this new brand identity, influencing not just the team’s look but Audi’s entire visual presence moving forward.”

Introducing the R26 Concept​

The R26 Concept embodies Audi’s design evolution through minimalist graphics and geometric precision, seamlessly integrated into the car’s aerodynamic structure. Its color palette combines titanium, carbon black, and a striking Audi red, representing power and technical sophistication.

In a bold move to mark this new era, Audi will also introduce red rings—a special variation of its iconic logo—used selectively to emphasize its Formula 1 identity.

With its entry into Formula 1, Audi isn’t just pursuing success on the track—it’s defining the future of its brand. The journey to 2030 begins now.